I’m no stranger to the infamous “shower beer.” But when I saw an advertisement for Bröö, a shampoo that actually contains beer, I did a double-take. Bröö was founded in Asheville, North Carolina about five years ago, and they distribute their boozy products across the country.
According to Bröö’s website, their “saloon to salon” beer shampoos are rich with B vitamins, proteins, and minerals to make your hair shiny, healthy, and strong. The hops in beer have essential oils that are great for your hair and skin since they have antioxidants and astringent properties. CMFE News says that beer shampoo may also help control dandruff and provide relief for users with dry scalps.
Ron Robinson, a cosmetic chemist, told Allure that the barley proteins in beer can help add volume to limp hair. “Barley proteins moisturize and condition the hair, and rice proteins adhere to the strands which in turn adds body.”
Men’s Journal points out that Bröö isn’t the first or only brand to incorporate beer into shampoo. Carlsberg, a beer brand, collaborated with Urtegaarden, a cosmetics company, several years ago to create a Beer Beauty line. These shampoos, conditioners, and soaps contained half a liter of powdered brew in each bottle. Redken also came out with Clean Brew Shampoo, made with malt, brewer’s yeast, and orange zest.
Bröö uses all-malt, freshly-hopped craft beer, and have created a full line of products for all hair types. The “Invigorating” shampoo and conditioner has a natural malted mint scent; the “Thickening” products have barley protein, to amplify your hair; and the “Moisturizing” offering has a “Höp Flower” scent that they promise doesn’t smell like beer.
Originally, the products were made with beer from Asheville-based Highland Brewing, though they’ve since expanded their sourcing. Founders Brad and Sarah Pearsall, told The Citizen Times that they eventually hope to have a beer produced just for their personal care purposes.
Bröö is also very conscious about using all-natural ingredients. Their shampoos are free of sulfates, synthetic dyes, parabens, silicones, and sulfates. They’ve expanded their product range to include a line of hand and body lotions, as well as grooming products targeted towards men.