For those of you who were watching Kathie Lee & Hoda on TODAY back in 2017, you may have seen cohost Hoda Kotb go bananas over her “favorite thing,” which she announced as Color Wow’s Dream Coat Supernatural Spray. Sales skyrocketed and it’s been a best-seller ever since. In fact, one sells every 12 seconds worldwide, and mega celeb stylists rely on it for A-list clients like Kim Kardashian and Jennifer Lopez to keep their hair glassy-smooth, straight and frizz-resistant.
“I haven’t been this excited about a favorite thing in I don’t know when,” Kotb said live on the show. “I’ve tried every hair product known to man, and this one called Dream Coat—I promise you—is the last hair product you’re going to need. You wash your hair, you rinse the conditioner out, you spray this magic sauce on your hair and comb it through, and then you blow-dry. You will not recognize your hair. The woman who made it is a genius.”
The woman she’s referring to is Gail Federici, founder and CEO of Color Wow, who many in the beauty industry have dubbed the queen of frizz. Prior to Color Wow, she developed John Frieda’s cult-classic Frizz Ease (yes, another iconic product). Now, Color Wow is adding a new product to the collection, Extra Strength Dream Coat ($32), which Federici expects to disrupt the frizz category again. Here, we’ve got the scoop from the hair guru herself on the details of the launch, which hits just in time for summer.
Why Extra Strength?
“We always knew we need an even more powerful version of the original for certain types of hair, but it was extremely difficult to make because when you add any additional ingredients, it can interfere with the waterproofing technology,” says Federici. “It took us over three years to figure out how to add moisturizing ingredients and up the waterproofing power without interfering with the integrity of the original formula.”
What are the key differences between the OG and Extra Strength?
“The original formula is perfect for hair that’s straight or curly that will turn frizzy in humidity after being blow-dried smooth,” Federici says. “Extra Strength contains moisturizing ingredients and a more powerful waterproofing system for hair that is super dehydrated or coily. If your hair starts to revert back to it’s natural texture on the second day, or it starts to show signs of frizz in humidity, you need a more powerful formula than the original.” Both are safe for keratin-treated hair as well.
How do you use Extra Strength?
Shampoo, condition, rinse and then towel-dry (you want your hair to be damp, not wet). Divide your hair into sections and then spray liberally and evenly. You only want to use this on days that you’re going to blow-dry your hair because the formula requires blow-drying with tension (a round brush, etc.) to activate.
Federici adds that you don’t want to use any other styling products on your hair while it’s wet or damp. If you need another product (note that Dream Coat also offers heat protection), it’s best to wait until after your hair is blown out and dry. The results should last for three to four shampoos, so you only need to use it that often.