Dizziak is the brainchild of Loretta De Feo, who earned her beauty stripes at Stylist magazine and as The Pool beauty contributor. After years of frustration caused by the lack of truly rich, deep conditioners on the market, De Feo wanted to create a beautiful-looking, fragrant product that provides coarse, textured hair with the rich hydration it needs, without relying on harsh chemicals. Enriched with quinoa protein and babassu, coconut and argan oils, Dizziak – ‘an aphrodisiac for hair’ – is the resultant hair care Holy Grail. As well as delivering results, it looks über-chic in its monochrome packaging, created in collaboration with artist Ted Draws.

Meet the creator