Worldwide Brands Limited, a subsidiary of The Capital Maharaja Organisation, a leading player in the FMCG industry in Sri Lanka recently launched Regal Zero – a new hair colour from BES Beauty and Science of COSMEC S.r.L, an Italian company headquartered in the fashion capital of Milan. Pictures courtesy Maharaja Organisation.

Regal Zero is the result of the company’s extensive knowledge and experience in the field of professional hair products since 1969. The launch was held at Stein Studios on 31st May 2013 with a colourful show by the Italian fashion maestro Saverio Palma. Saverio’s fascination with the world of hair and fashion tiled his path into BES Beauty & Science where he has worked on many international platforms and is now the Technical and Creative Director of the BES Academy.
Regal Zero is the first permanent hair colour cream in the world that has Zero Ammonia1and Zero PPD2, both of which at some instance is known to cause allergic reactions. To salon owners and managers this product eliminates the risks associated with allergic reactions to ammonia and PPD and with continuous usage Regal Zero will build a reputation of reliability and health safety for you and your salon.

Regal Zero is extremely easy-to-use and is enriched with the extracts of 5 red fruits – Strawberry, Raspberry, Pomegranate, Cherry and Blueberry. This unique formulation protects and treats the scalp whilst releasing a pleasant perfume. The 5 Natural Elements – Beeswax, Soy, Flax seeds, Cashmere and Silk hydrate, detangle and adds shine to the Hair Keratine. The zero ammonia and zero PPD formula helps retain hair protein, leaving your hair strong and healthy with a perfect lasting colour result.

“We at Capital Maharaja with 30 years’ experience in Hair and Colouring and over 50 years in developing, manufacturing and distributing personal care products will be distributing Regal Zero and filling the gaps that currently exist in the hair colouring marketplace. With the current use of hand carried goods, lack of organized distribution and questionable quality and consistency of products of unknown origins, we are confident that this cutting-edge product will fuel category growth & will deliver a significantly better experience to the consumers.” – Sashi Rajamahendran, Chief Operating Officer of The Capital Maharaja Group.