Tweak-d Self Cleansing Hair Treatment

Because it takes one to know one, something that sounds straight up weird will always intrigue me. Confirming newness in the beauty industry can be refreshing and exciting is the Tweak-d Self Cleansing Hair Treatment sold exclusively at HSN. Brought to us by the self-proclaimed Indiana Jones of hair care, Tweak-d is the latest invention of Denis Simioni, founder of Ojon. After selling the hit brand to The Estée Lauder Companies in 2007, it is great to see the genius Italian back in the hair game.

No longer a novelty, cleansing conditioners have become so popular they border on uninspiring. Tweak-d delivers a much needed makeover to the category of multi-use one-step treatments. Featuring five talents, this first of its kind EmulsiFOAM™ acts as a treatment, shampoo, conditioner, detangler, and shine enhancer. Because Ojon was the best thing in hair care before Lauder decided to reformulate every single SKU, I have been dying to try Tweak-d since the first time I heard about it. It’s a fact that great things happen when non-competes expire!

Focused on the needs instead of hair type, Tweak-d is available in two formulas: Ultra Nourishing for dry, damaged hair and volumizing Rise and Shine. My hair is the only straight thing about me, but the credit goes to the very effective yet harsh keratin treatments. And since fullness is the last thing this Leo needs, my pick is the Ultra Nourishing formula.

Packaged in an aerosol can, Tweak-d has the familiar texture and consistency of an expanding styling mousse. Shake the can before using it, keep it upright, and push it. Push it real good! The first step of Tweak-d is applying the EmulsiFOAM™ to dry hair prior to washing. Admittedly, the first time I tried it, I felt odd and rebellious while putting it on and waiting the recommended 5-10 minutes. As it dried, my hair felt crunchy, but after getting into the shower, Tweak-d activated with water and delivered a creamy, silky treatment that detangled and rinsed off clean. When your hair is soaking wet, add a few more pumps, and work it like you would a cleansing conditioner. Final rinse and you’re done.

You expect your Tweak-d to foam up when you first add water to it since it’s so silky. There is no lather, however, because the formula is SLS free. After the initial rinse, you will notice immediate softness to your hair, which gets cleaner without being coated. The Ultra Nourishing version has an appealing floral scent that is almost creamy without being mass or generic — it’s very pleasant and non-clingy. Most importantly, the final result is indeed that of shiny, soft, and manageable hair. Success!

Because it wouldn’t be a Denis Simioni original without a touch of exotic and a lot of special, Tweak-d features Chuiri Butter sourced high in the Himalayan Mountains of Nepal. Infused with botanical extracts from oils to butters, the blend highlights Coconut, Shea, Kakadu, Tiare, and Grapefruit, to name a few. That would be cleansing and treating with a hint of aromatherapy.

Fans of hair care innovation, cleansing conditioners, or clean and fresh hair in general need to experience Tweak-d. Hoping for wider retail distribution and perhaps additional products, I am rooting for Mr. Simioni’s new venture and look forward to trying the new RESTORE Self-Cleansing Treatment in a jar.

Tweak-d Self Cleansing Hair Treatment Ultra Nourishing & Rise and Shine are available at HSN.com for $29 (300 g).