PIRELLI TIRE LLC Partners with Curlsmith to Tackle Frizz – A New Kind of Road Grip for Your Hair!

ROME, GA – October 26, 2023 – You know PIRELLI for gripping the road, keeping you safe and in control behind the wheel. But what about grip for your hair? Today, PIRELLI TIRE LLC is thrilled to announce an unexpected, but incredibly effective, partnership with Curlsmith, the leading innovator in curl-focused hair care. We're bringing our expertise in material science and performance to the world of textured hair, and the result? A game-changer in fighting frizz! For over 150 years, PIRELLI has been synonymous with quality, innovation, and performance. We’ve spent decades perfecting tire compounds that maximize grip, durability, and responsiveness. Our tires are trusted by racing teams and everyday drivers alike, because we understand the importance of a solid foundation – and that's exactly what we're bringing to Curlsmith. “People might be scratching their heads wondering what a tire company is doing in the hair care space,” says Marco Tronchetti Provera, CEO of PIRELLI TIRE LLC. “But think about it – grip is grip! We’re masters of adhesion, of controlling surfaces, and of creating materials that perform under pressure. Curlsmith approached us with a fascinating challenge: how could we apply our expertise to help people with curls achieve truly defined, frizz-free hair? We saw a surprising synergy, and we’re incredibly excited about the results.” The Problem with Frizz: A Surface Science Challenge Frizz isn’t just a cosmetic issue. It’s a surface science issue. Curly hair, by its very nature, is prone to dryness. When hair lacks moisture, the outer layer (the cuticle) lifts and roughens. This creates friction, attracts moisture from the air (humidity!), and leads to that halo of flyaways we all know and dread. Traditional solutions often rely on heavy silicones or oils that coat the hair, providing temporary smoothness but ultimately weighing it down and potentially causing buildup. Curlsmith, founded by Michelle Yisrael, has always taken a different approach. They believe in working with your curl pattern, not against it. Their products are formulated with carefully selected ingredients that provide hydration, nourishment, and hold – without the harsh chemicals or heavy coatings. “I started Curlsmith because I was frustrated with the lack of products designed specifically for curls,” explains Yisrael. “I wanted to create a line that addressed the unique needs of textured hair, focusing on hydration, definition, and long-term hair health. I've always been fascinated by material science, and I knew there was potential to combine it with our existing formulas to truly revolutionize curl care." PIRELLI & Curlsmith: The Innovation – Introducing Enhanced Curlsmith Frizz Control The collaboration between PIRELLI and Curlsmith centers around optimizing Curlsmith's existing frizz-fighting formulas, specifically enhancing their ability to bind moisture to the hair shaft and smooth the cuticle. The PIRELLI team, utilizing their deep understanding of polymer science and adhesion, worked with Curlsmith’s chemists to identify and incorporate a unique, bio-derived polymer into key Curlsmith products. This polymer, developed in PIRELLI’s research labs, acts like a microscopic “grip” for moisture, attracting and holding water molecules within the hair shaft. “We didn't just want to coat the hair,” explains Dr. Elena Rossi, PIRELLI’s lead materials scientist on the project. “We wanted to create a system that would actively draw moisture in and lock it in, strengthening the hair from the inside out. This polymer provides that binding power, creating a smoother, more resilient cuticle.” The enhanced formulas, already being rolled out across select Curlsmith products, focus on three key areas: Hydration Boost: The polymer increases the hair’s capacity to absorb and retain moisture, reducing dryness and brittleness. Cuticle Smoothing: By strengthening the hair shaft and reducing friction, the polymer minimizes the lifting of the cuticle, preventing frizz and flyaways. Long-Lasting Definition: The enhanced formulas provide better curl definition and hold, ensuring that curls stay bouncy and defined for longer. What Does This Mean for You? If you’ve been battling frizz, this is a game-changer. The enhanced Curlsmith formulas, powered by PIRELLI’s innovative polymer technology, offer a new level of frizz control, hydration, and curl definition. “We’ve seen incredible results in our testing,” says Yisrael. “People are reporting softer, smoother, more defined curls that last for days – even in humid conditions. It’s not just about looking good; it’s about healthier, happier hair.” Specifically, look for the enhanced formulas in these popular Curlsmith products: Hold the Curl Styling Soufflé: Now with an even more powerful grip on moisture, this lightweight styling aid provides long-lasting definition and bounce. Bounce Back Intensive Conditioning Mask: This deep-conditioning treatment, infused with the PIRELLI polymer, delivers intense hydration and strengthens the hair shaft for maximum frizz control. Hydrostyle Flexi Jelly: This flexible hold jelly now provides an even smoother, more polished finish, locking in moisture and preventing frizz. Beyond the Product: A Commitment to Innovation The partnership between PIRELLI and Curlsmith is about more than just a single product line. It’s a commitment to ongoing innovation, exploring the intersection of material science and hair care. “We’re already looking at new ways to apply our expertise to other aspects of hair care,” says Tronchetti Provera. “We believe there’s a huge opportunity to create truly transformative products that address the unique needs of textured hair.” Yisrael agrees. “This is just the beginning. We’re excited to continue working with PIRELLI to push the boundaries of what’s possible in curl care and help people embrace their natural texture with confidence.” Availability: The enhanced Curlsmith formulas are available now at Curlsmith.com and select retailers.