Decibel Makes Some Noise!

Big hair back on the agenda as pro haircare brand hosts UK launch event in London

by ISABELLE | NEWS

Decibel has officially arrived in the UK, with Sweet Squared adding the professional hair brand to their portfolio following a launch event in Camden. Records lined the walls, the decks were spinning, live demos were in full flow and stacks of products covered every surface. The vibe? BIG is better.

Co-founded in the US by Jonelle and Michael Sampson, Decibel are built around what they describe as the world’s first professional thickening service. At the heart of the range is their proprietary 140dB Complex, a blend of acids and peptides developed to visibly thicken individual hair strands while boosting body without build-up.

Leading the launch was the Decibel Hypertrophy Thickening and Volumising Treatment, an in-salon service designed to help clients achieve fuller, thicker-looking hair. The line-up also included Decibel’s Hypertrophy Thickening and Volumising At Home Treatment, plusDecibel Thickening Shampoo and Conditioner, rounding out a complete in-salon and homecare system.

“Almost 90 per cent of my clients and friends were always asking how they could get more volume,” said Jonelle. “They were unhappy with the build-up from other products and asked me if there was an in-salon service I could perform to get them the result they wanted; a technology that not only adds volume but visibly thickens the hair as well. It didn’t exist, so I decided to create it, developing Decibel into a curated, category-focused brand that is technical in formulation, easy to use, with superior results for in the salon and at home.”