Wizzdom Hair

ABBA philosophy

ABBA’s philosophy is straightforward - prescriptive product formulas based in natural plant ingredients. We connect products with ingredients, ingredients with performance, and performance with solutions.

There’s no performance sacrifice with ABBA as there are with many other natural products. It’s important that our products work for the professional and enhance the salon experience. By providing a prescriptive approach to natural hair care, we’ve completely customized the process.

The 4 C’s

Cleanse - Natural solutions that purify and cleanse

Condition - Natural treatments that smooth and soften

Correct - Intense leave-in treatments for specific hair care needs

Create - Specialized styling products

The Evolution - Keeping it Pure

For almost 20 years, ABBA has continued to provide high performance, quality hair products. In 1988, Alan Benfield Bush partnered with Jim Markham to create a line of products that would support his world class education technique of Condensed Cutting and Perming. As a result, ABBA Liquid Styling Tools was created – a system of pure and natural hair care products with 100% vegan ingredients. The goal of these new products was to develop high performance and natural formulations to deliver a multitude of purposes without compromising the environment.

Today, the fusion of science and nature allows for ABBA to maintain their commitment to the environment, while also ensuring the highest level of product performance. Developed exclusively for salons, ABBA believes its products are best prescribed by your stylist to address your specific hair concern. Referring to the approach as Herbal Prescriptions, ABBA assigns an Herbal R/X to each of its products, pinpointing the one or two botanicals that directly benefit the hair. In addition, eight “families” have been created to simplify and highlight each specific hair care need.

As an industry leader in hair care, ABBA continues to perfect its products and its impact on the environment. The “Commitment to Purity” seal is a constant reminder of ABBA’s goal to produce products that are natural and pure, while recognizing a social responsibility to appreciate and embrace the world in which we live. The ABBA experience remains one of pure performance and satisfaction.

Herbal Prescriptions

ABBA products are formulated through the fusion of science and nature. Herbal extracts and natural oils combined with the Herbal Protein Complex* selected by our scientists provide and optimal blend of ingredients that allow our products to work on the surface as well as deep inside the hair. ABBA formulations represent the combination of natural ingredients that work best, working to restore and repair hair, leaving it in optimal condition.

*Herbal Protein Complex - Proteins and extracts working synergistically to bond to the hair for internal and external protection. It is acheived by using the optimal blend of proteins to rebuild and strengthen hair.

For more information please see the the individual brochure documents to the right, you can download them as a PDF or view them in your browser via the "view online" links.