Inside milk_shake's New In-Salon Bonding Treatment
On June 10, milk_shake brought their newest bond-building innovation to Brooklyn, New York, with an elevated launch event at Rob Peetoom Salon. Press, influencers, media and stylists gathered for an intimate first look at milk_shake Everlasting Bonds, the brand’s new professional bond repair collection designed to start in the salon and continue at home.
The event was equal parts product education and luxury salon moment. Guests were welcomed with permanent jewelry applications and one-on-one time with the milk_shake team before experiencing the new in-salon treatment firsthand. BTC Senior Editor, Social & Digital Storytelling Lauren Freas was on-site to receive the treatment—and she says the “can I touch your hair?” reactions started almost immediately.
The Repair Service Behind The Shine
The new collection is built around milk_shake’s “Feel the Care Beyond Repair” philosophy, positioning Everlasting Bonds as more than a traditional bond-building system. According to John Moroney, SVP Global Education at Beautynova, that was intentional from the start.
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“In the whole world of bond repair, Everlasting Bonds is going to stand out because we’re going beyond bond repair,” John said. “Of course we want to rebuild those disulfide bonds…but we want to go beyond and add nourishment, conditioning, manageability and shine to the hair, all in one treatment.”
The full system includes:
- Everlasting Bonds Pre-Shampoo: The salon-exclusive first step for damaged, stressed hair.
- Everlasting Bonds Shampoo: A sulfate-free cleanser designed to gently cleanse while reinforcing damaged bonds.
- Everlasting Bonds Conditioner: Restores softness and manageability without weighing hair down.
- Everlasting Bonds Mask: Deeply nourishes and strengthens while maintaining movement and shine.
- Everlasting Bonds Leave-In Treatment: Smooths, adds softness and shine and protects against heat up to 446°F.
Together, the professional and retail lineup gives stylists a customizable approach to repair in the salon while helping clients maintain softness, shine and manageability at home.
Beyond Repair: Learn more about Everlasting Bonds here.
A Launch Built Around The Client Experience
For Aubrey Schutté, Vice President of Marketing at Beautynova Americas, the goal of the launch was for guests to feel the transformation, not just hear about it.
“It’s the feeling and the experience,” Aubrey said. “We say milk_shake feels so good, you want to share. That’s what we want people to walk away with—the feeling of, ‘I can’t wait to get to the group chat. I can’t wait to tell my mom. I can’t wait for somebody to notice so I can tell them what I used.’”
That message played out across the salon as guests moved between treatment stations, education moments and photo-ready details, all while comparing shine, softness and that fresh-from-the-bowl finish. The energy was polished, but still playful—a fitting reflection of milk_shake’s professional-at-the-roots, playful-at-the-ends identity.
From an educational standpoint, the treatment was also designed to feel approachable for stylists. John explained that the in-salon service was created to be simple, intuitive and easy to fit into a salon day, with the Pre-Shampoo Treatment applied to wet, towel-dried hair, processed, shampooed out and followed with the mask and leave-in.
The Treatment Behind The Shine: Learn more about Everlasting Bonds here.
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