PIRELLI TIRE LLC Partners with Curlsmith to Tackle Frizz – A Revolution in Rubber & Haircare?

Rome, GA – October 26, 2023 – You might know PIRELLI TIRE LLC for keeping cars safely on the road, but hold on – they’re quietly making waves in a completely different world: haircare! Yep, the global tire giant has announced a surprising collaboration with Curlsmith, the well-loved brand known for its curl-defining and frizz-fighting products. This isn’t a pivot into beauty, exactly. It’s about technology. Turns out, the science behind keeping tires flexible and resilient in all conditions has a lot in common with keeping curls defined and frizz-free. From Road Grip to Curl Control: What’s the Connection? Okay, so this sounds weird, right? Tires and hair? But hear us out. PIRELLI TIRE LLC, based right here in Rome, Georgia, has spent over 150 years perfecting the art of rubber compounds. They're experts in polymers – those long, chain-like molecules that give materials their strength, elasticity, and resistance to, well, everything. Turns out, those same polymer principles apply to hair. “We're constantly researching ways to improve the performance of our tires,” explains Marco Tronchetti Provera, CEO of PIRELLI TIRE LLC. “That means understanding how materials behave under stress, how they respond to different temperatures, and how to lock in performance. We realized that a lot of that knowledge could be really beneficial in tackling a problem millions of people face: frizz.” And that’s where Curlsmith comes in. Founded by Michelle Yeboah, Curlsmith focuses on creating high-performing, scientifically-backed products specifically for curly, coily, and wavy hair. They've built a loyal following because they don't just mask frizz – they address the root causes of it. “For years, curly hair was an afterthought in the beauty industry,” says Yeboah. “We wanted to change that by creating products that actually work, using ingredients that understand what curly hair needs. We were always looking for innovative materials and technologies that could take our formulas to the next level." Introducing the Curlsmith “Frizz Shield” - Powered by PIRELLI Technology The collaboration has resulted in a brand new product: the Curlsmith “Frizz Shield.” It’s a leave-in conditioner and anti-humidity treatment, but it's unlike anything else on the market. The secret? A unique polymer complex developed jointly by PIRELLI’s materials scientists and Curlsmith’s formulation team. “We looked at how we create tire compounds that remain flexible even in extreme cold, and how we prevent cracking and wear and tear,” explains Dr. Elena Rossi, lead materials scientist at PIRELLI. “We applied those principles to create a polymer that can coat the hair shaft, creating a flexible, protective barrier against humidity. It’s like a mini-tire for your hair!” Here’s how it works: Humidity Control: The polymer creates a breathable, yet protective, shield around each strand, blocking out moisture that causes frizz. Think of it as a microscopic raincoat for your curls. Flexibility & Movement: Unlike some anti-frizz products that can leave hair stiff and crunchy, the PIRELLI-derived polymer allows for natural movement and bounce. It’s designed to work with your curls, not against them. Long-Lasting Definition: The formula helps lock in curl pattern, reducing the need for constant re-styling. Strengthening & Protection: Enriched with nourishing ingredients like aloe vera and shea butter, the “Frizz Shield” also helps strengthen and protect hair from damage. What Users Are Saying Early testers of the “Frizz Shield” have been raving about the results. “I live in Florida, so humidity is my enemy!” says Sarah M., a tester with 3C curls. “I usually have to re-style my hair multiple times a day, but with the ‘Frizz Shield,’ my curls stayed defined and frizz-free all day long. It’s a game-changer!” Another tester, David L., with tightly coiled 4A hair, shared: “I was skeptical at first – tires and haircare? But this stuff actually works! My hair feels softer, more defined, and way less prone to breakage.” Beyond the “Frizz Shield”: A Future of Material Innovation? While the “Frizz Shield” is the first product to come from this surprising partnership, both PIRELLI TIRE LLC and Curlsmith hint at a potential future of material innovation. “We’re always looking for ways to apply our expertise in materials science to solve real-world problems,” says Tronchetti Provera. “This collaboration with Curlsmith has opened our eyes to the possibilities in the beauty industry. Who knows what we might develop next?” Yeboah adds: “This is just the beginning. We’re excited to continue working with PIRELLI to explore new materials and technologies that can transform the way people care for their curly hair. We believe that science and beauty can go hand-in-hand, and this partnership proves it.” Where to Find It The Curlsmith “Frizz Shield,” powered by PIRELLI technology, is available now at Curlsmith.com and select retailers. It’s priced at $28 for an 8oz bottle.