What do you know about digital pollution?

A NEW ENEMY

There is a new enemy among us, capable of causing significant damage to our skin and hair: it is the HEV, acronym for 'High Energy Visible', better known as 'blue light', light sources with a particularly high, clearly higher than that of the sun's UV rays: four days of work in front of a computer correspond to 20 minutes of sun at noon.

DAMAGE FROM 'BLUE LIGHT'

On average, each adult spends 12 hours a day in front of 3 different devices and, consequently, to excessive exposure to blue light, emitted by electronic devices such as PCs, tablets, smartphones, LED and cold light lamps, which generates free radicals. responsible for oxidative stress and skin aging.

The consequences for our hair are also manifold: weakening of the hair fiber, graying and aging of the hair, scalp more prone to oxidation and irritation.

ALTER EGO ITALY AND TECH BEAUTY

Urban Proof Anti-digital pollution is born from the Italian laboratories of Alter Ego Italy, one of the first professional hair lines, innovative and in step with digital acceleration, able to prevent and combat the damage caused by digital pollution, protecting hair and scalp from daily attacks resulting from long exposure to electronic devices.

Alter Ego Italy thus introduces the concept of Tech Beauty. The Urban Proof Anti-digital pollution line is formulated with a special 'B-CIRCADIN anti-digital pollution' complex, enriched with Lespedeza Capitata leaf extract, which grows wild in South Korea, and which helps to balance the homeostasis of scalp, to control oxidative stress and irritation, to detoxify the hair fibers and to resynchronize the circadian rhythm of the hair.