Experience the Elasticizer Effect
Hair feeling brittle and impossible to manage? Frizz out of control? Say hello to instantly softer, bouncier, shinier strands with our globally renowned pre-shampoo treatment, Elasticizer. Discover the ‘Elasticizer effect’ for yourself...
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Hailed a “miracle in a pot” by its legion of devotees, Elasticizer Deep-Conditioning Treatment is our hero hair product that has stood the test of time.
As its moniker suggests, Elasticizer adds elasticity to strands, giving hair much-needed stretch, and therefore strength. This helps it to better withstand everyday stressors, like brushing, heat and styling, without snapping or breaking.
Originally formulated in 1974 by our founder, Philip Kingsley, for a 1950s Hollywood icon, today it remains our bestselling treatment, with one sold every 17 seconds.^ It’s little wonder why, when our unrivalled, untouched formula for more than 50 years transforms straw-like, lacklustre hair from the very first use.
What's more, Elasticizer bestows both instant and longer-term results, continuing to improve hair’s strength and elasticity use after use.
The multi-award-winning formula has garnered industry acclaim too, winning over 59 prestigious accolades to date. A selection of notable awards include: 'Best Strengthening Treatment' at Good Housekeeping Institute, Believe in Beauty Awards 2026, 'Best Pre-Shampoo Treatment' at Marie Claire UK Hair Awards 2026, 'est Hair Product' at QVC Beauty Excellence Awards and 'Best Hair Mask' at GLAMOUR Beauty & Wellness Power List Awards 2026.
With a myriad of reasons to use it — spanning from smoothness and added bounce to reduced frizz and breakage — Elasticizer is suitable for all hair textures. It truly is the treatment no hair care regimen is complete without.
What makes Elasticizer stand out among other hair masks on the market?
Most traditional hair masks are intended to be used as leave-in treatments or post-shampoo conditioners, meaning the product simply sits on top of the hair. The drawback of this design is that they can weigh hair down and leave it feeling limp, lank and heavy. In contrast, as a pre-shampoo treatment, Elasticizer is absorbed directly into the hair’s cuticle, with any residue cleansed away when you shampoo. It’s versatile and can be used as both a hair repair mask and anti-frizz treatment. No matter how you choose to use it, it promises to leave tresses bouncy, silky, shiny and manageable, with recovered softness and movement..
What ingredients does it contain?
Elasticizer stars a proven combination of thirst-quenching ingredients, including:
- Hydrolyzed Elastin: A protein which penetrates the hair shaft and increases elasticity without weighing hair down — elasticity is what gives hair stretch and therefore strength, so it will break and snap less.
- Glycerin: This helps hair to retain moisture.
- Castor Oil: Boasts the amazing hair health benefit of helping to lock in essential moisture.
- Olive Oil: High in Vitamin E and essential fatty acids which make hair look shiny and healthy.
Do I need Elasticizer if I already use hair oils in my routine?
Applying ‘neat’ oil directly onto the hair can create a barrier that prevents ingredients from being absorbed. Elasticizer’s high concentration of Castor and Olive Oils are delivered within an emulsified formulation to offer the incredible benefits of oil, without the weight. The result? Weightless movement and softness without greasiness
Tell me why I should use Elasticizer?
Taking care of a multitude of hair concerns in one fell swoop, Elasticizer should be a staple in every hair care regime, whatever your hair texture. You can expect:
- Improved elasticity for better stretch and in turn strength
- Deep conditioning and nourishment
- Recovered softness and movement
- Added flexibility for reduced breakage
- Restored bounce
- Softer, smoother hair
- Dramatic reduction in breakage and frizz
- Improved manageability and combing
- Less tangles Instant glass shine
Elasticizer is especially beneficial for those who chemically process or heat style their hair, as these practices can cause hair to become more dry, brittle and prone to breakage
Why is it used as a pre- rather than post-shampoo treatment?
A pre-shampoo mask works differently to an after-shampoo conditioner, as it is designed to deliver emollient and elasticizing properties to the hair fibre, leaving hair with increased softness, shine and resilience to breakage.
As Elasticizer is shampooed off, any excess will be washed away, preventing the hair feeling weighed down, lank or greasy. This also ensures it is suitable for even the finest of hair textures.
An after-shampoo conditioner primarily works on the outer layer of the hair, helping to smooth the hair shaft and enhance shine.
The result is increased softness, shine and resilience against breakage. It can also be left on the hair for a longer period.
How often should I use it?
Though it improves hair's condition instantly, hair will be at its healthiest when Elasticizer is applied regularly. We recommend using it once or twice a week, depending on your hair's overall condition. You will notice an immediate difference from the very first use, but frequent use will lead to stronger, healthier-looking hair with less breakage over time.
- 94% reported their dry hair felt revived after first use*
- 94% reported their hair no longer felt like straw after first use*
- 91% reported their hair felt intensely nourished after first use*
What are the wellness-boosting benefits of the fragranced versions?
Elasticizer Therapies is our range of scented Elasticizers. Each fragrance offers the same nourishing formula as our original, but with the addition of an uplifting fragrance. Expertly blended, our Elasticizer Therapies scents are designed to ignite and uplift the scenes to elevate every masking moment. Expect the same lauded results, as well as a thoughtfully blended aroma to enhance and lift your mood.
Which Elasticizer should I use if I have a sensitive scalp?
For sensitive scalps, we recommend our fragrance-free (original) Elasticizer, or for coarse, curly or extremely dry hair, our Elasticizer Extreme Rich Deep-Conditioning Treatment. Our 'Extreme' variation contains the same nourishing ingredients as our original, but with higher concentrations for a more intense moisture boost. Whilst this treatment won’t irritate the scalp, we advise avoiding applying it directly on the roots, focusing on the mid-lengths to ends instead, where moisture is needed most.
Will it strip colour? Is it colour safe?
Elasticizer is colour safe and will not strip your colour. However, do not use it 72 hours before or after having your hair colour-treated as this may affect how the colour takes during this period only. For more information, read our article on hair colouring
How much Elasticizer should I use?
Begin with a small amount and add more if you need to. If you feel the mask is really sinking in and visibly disappearing, keep applying more until your hair feels slippery and covered.
Your hair will only absorb as much as it needs, and, because it's a pre-shampoo treatment, you’ll be shampooing away any excess.
Put simply: the more brittle your hair feels, the more Elasticizer it will drink in
How much Elasticizer should I use?
Begin with a small amount and add more if you need to. If you feel the mask is really sinking in and visibly disappearing, keep applying more until your hair feels slippery and covered.
Your hair will only absorb as much as it needs, and, because it's a pre-shampoo treatment, you’ll be shampooing away any excess.
Put simply: the more brittle your hair feels, the more Elasticizer it will drink in
How much Elasticizer should I use?
It can be left on for a minimum of 10-20 minutes or alternatively, overnight. For best results, the longer the better. This is because the oils can only penetrate and provide benefit when left on the hair for a longer period of time.
If you prefer to shampoo in the morning, you may find it more convenient to apply Elasticizer before bed. Apply the treatment and wrap your hair in a microfibre towel or shower cap to keep it secure (and your pillow residue-free!). In the morning, rinse well, then shampoo (or double shampoo if you have fine hair) and condition as normal.
^BASED ON GLOBAL ANNUAL SALES
*INDEPENDENT USER TRIAL ON VIRGIN HAIR AFTER FIRST USE
Related Products
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Elasticizer TM
Strengthens, repairs and hydrates. Adds elasticity and bounce to fine, medium and coarse hair.
Deep-Conditioning TreatmentIn stock£22.00 - £107.00 -
Elasticizer Extreme
Adds elasticity and bounce to natural tightly coiled curls and very porous hair
Deep-Conditioning TreatmentIn stock£41.00 - £102.00
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