Negin Mirsalehi, beekeeper and influencer with 7.2 million followers on instagramhas dreamy hair and is responsible for creating in 2013 Gisou, a beauty brand that is causing a sensation on social networks. Since its launch, with the iconic honey-based hair oil Honey Infused Hair Oil, the brand has not stopped growing. The marketing company influencers CreatorIQ has named it the fastest growing hair care brand in the United States as of 2022, increasing 195% year over year. Without sweat, this success is largely due to its debut in the world of facial routine with Honey Infused Lip Oil, an oil that has inaugurated a new category of lip products in the brand. Spate, an online trend analysis platform, identified it as the fourth most searched hair care brand on Google also in the United States at the end of 2023. Honey Infused Hair Oil continues to be the company’s most desired product, commented and analyzed on social networks.
Before Gisou’s simple designer bottles (a glass container with a simple sticker) went viral on TikTok, Negin Mirsalehi spent her childhood surrounded by bees. The influencer She is part of the sixth generation of a breed of beekeepers who left Iran and moved to Holland just before she was born. Her origins are reflected in her name: Gisou means “golden lock of hair” in Persian. Upon arriving in Holland, her father set up his own bee garden in Almere, on the outskirts of Amsterdam; and her mother, a trained hairdresser, discovered the moisturizing and nourishing properties of honey. Dissatisfied with the hair products she found in Holland, she decided to create a formula with fresh honey from her garden to take care of her daughters’ hair. Since then, the whole family used this solution to hydrate and nourish her hair.
In 2012, Negin Mirsalehi stood out on networks such as blogger and vlogger and his career was taking off with a solid community devoted to his lifestyle. His beekeeping side aroused the interest of his followers almost as much as his long, shiny mane. Thus, her continuous questions regarding hair care led her to market the family formula in 2013.
Therefore, Gisou’s success is largely due to the powerful virtual community that has surrounded Mirsalehi since its inception. Before founding the brand, Negin had millions of followers devoted to her hair: they wanted her secret formula and she gave them what they wanted. Her products could not exist without the knowledge of honey and the passion for bees; But her meteoric rise can only be explained by how she has managed social media. Her publications have hundreds of thousands of likes and the reviews of their products are close to five stars. @Buendibeauty, user of the firm, explains on TikTok the reason for his purchase: “I am going to give you my opinion about Gisou. I have bought several products on a whim, because I love its founder and she wanted to try them even though they are more expensive than others. She surprised me with her aroma, even the perfume, because I find it very subtle. I like the oil, but it is very dense and I recommend adding little. “A single drop on the ends is enough.” The firm’s prices start at 9.99 euros for shampoo and go up to 76.99 euros for hair oil in the 100 milliliter size.
Today, the firm is growing with a range of honey-based products that includes masks, shampoos, rinse-off and leave-in conditioners, treatment serums, hair perfumes and the popular lip oil. It is expected that the skin care collection with a facial oil, which broke stocks upon its launch, and a comprehensive beauty balm.
Honey, the firm’s main ingredient, is experiencing its golden moment and shows the more than 600 million visits that the hashtag #Gisou on TikTok. “Honey is a natural source of vitamins, minerals and antioxidants with a rich composition that includes calcium, iron, potassium and vitamin C with moisturizing, anti-inflammatory and even antihistamine properties. A versatile and effective ingredient that is always in fashion. As it is a natural humectant, it can retain moisture in your hair and scalp. “This helps keep hair hydrated and soft, especially in dry climates or when hair is damaged by frequent use of heat tools or chemicals,” he explains to S Fashion Belén Acero, owner of Farmacia Avenida América and specialist in dermopharmacy and nutrition.
Benefits of honey oil on hair
Honey has been used for centuries in popular medicine to treat wounds for its restorative capacity and antibacterial properties. Additionally, all hive byproducts such as honey, propolis, and royal jelly have been shown to have cosmetic benefits. Gisou honey oil makes bold promises like increasing shine by 143%, reducing frizz up to 19 times and provide 72 hours of hydration and moisture control. “The success of hair oils is due to their high power of hair restructuring and nutrition. Oils are very concentrated products and honey oils have emollient and moisturizing properties that hydrate the hair follicle. This softens the hair shaft, restores shine and prevents frizz. It is highly recommended for dry, curly and dull hair,” explains Alfonso Manzano, stylist at Coolday & Newlook. Joao Costa, stylist at Maison Eduardo Sánchez, agrees “it is a natural moisturizer that hydrates the hair and scalp; Its antibacterial and anti-inflammatory properties help fight and prevent dandruff; contains proteins that strengthen the hair structure; “It increases shine, improves the overall health of the hair and can promote growth because it allows the follicles to be cleaner and the hair to grow better.”
How and when do you apply honey oil to your hair?
The popularity of hair oils raises the question: when and how often should we apply them to keep hair healthy and hydrated? “Dry, curly and frizzy hair can be applied from mid-lengths to ends every day; and for fine hair, it is ideal to use it before shampooing as a moisturizing formula. The oils form a film on the hair fiber, which retains moisture, prevents water loss and makes the hair more manageable,” explains Juanjo Gabriel, Bigudí stylist.
And how are they used? “They can be put on wet, dry or damp hair. To allow better absorption, we apply it to wet hair; on wet hair if we want to condition and on dry hair when we want a shiny finish,” says hairstylist Joao Costa. The pharmacist Belén Acero recommends applying them as a pre-washing technique. “They are spread from the middle to the ends before washing the hair to nourish and protect from hygral fatigue that causes cuticle breakage.” We can also add a few drops of hair oil to the mask when the hair needs hydration and nutrition. As a nighttime repair it also works very well. “On curly or frizzy hair, I recommend applying more at night to nourish and achieve a more defined curl. In the morning we clean with a mild shampoo and rinse with plenty of water,” adds Alfonso Manzano.
Other hair products with honey
Kérastase Gelée Curl Contour
For curly hair and with manuka honey:
![kerastase hair oil](https://imagenes.elpais.com/resizer/v2/4SDHHDHMKBH6LNPPDQLMKURVXE.jpg?auth=d03398d91e53394905bb79ff52c7be53e8db3bcedfbb6ab8c606377f60f67e7d&width=414)
Guerlain Youth Serum Oil
Enriched with black bee honey, it increases the resistance of the hair fiber:
Original Remedies Elixir Honey Serum by Garnier
To repair hair damage:
*All purchase prices included in this article are current as of May 30, 2024.
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