April 18, 2018

Start-up indie beauty brand B Phi Nom XO makes its debut with B-Phinom Hair Masque, a cruelty-free, vegan deep moisturizing treatment to rebuild and repair dry, damaged hair victimized by back-to-back color and chemical treatments. Aimed at the unicorn and fashion color set, the ultra-thick, ultra rich butter bomb is loaded with nutrients to seal fried cuticles and restore strip-mined luster and health for phenomenal hair. 

Giving mainstream beauty the finger, B-Phinom Hair Masque makes its consumer debut on (12oz, $20). It’s enriched with a proprietary inter-bonding complex to seal down cuticles and reflect shine, and bio-nutrients to restore dull and damaged tresses back to silky soft. Notes of white oak, mandarin, basil, amber and bergamot make a firm yet feminine statement. 

“Hair color is a weapon. It’s also your armor and it’s killer on hair,” says Apphia Castillo, the founder of B Phi Nom XO. “I developed this treatment for those of us that don’t have the time or patience for big beauty promises at impossible prices. Something for hair that’s been to hell and back, or hair that’s thinking about it.”

Founded by the model, deejay and animal rights activist, B Phi Nom XO was inspired by the “to hell and back” journey with her own hair. Bullied as a teen, Castillo turned to fashion hair color as a means of expression and defiance, kaleidoscope-ing through the spectrum one hue at a time, from purple to pink, to blue, blonde and even orange. A legacy of the beauty industry (her grandmother runs a beauty brand incubator), Castillo was determined to design a rescue product for chameleons like herself. B-Phinom Hair Masque is formulated for devotees who see hair color as a billboard of wearable self confidence, expression and voice.

Next on deck for B Phi Nom XO are series of colored masques.  

Born and raised in Southern California, B Phi Nom XO was founded in 2017 by Apphia Castillo, who funneled a childhood of bullying into a diverse career of modeling, music, animal activism and body positivity. The granddaughter of a beauty industry veteran, Castillo spent a childhood in front of mirrors yet never thought herself beautiful; her brand is dedicated to empowering women to feel phenomenal through their color journey and proving that unicorns are indeed very real. For more, visit . Find her on Instagram at .

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