Amaxy; Country: US
Volumizing Dry Shampoo Gel
Dry shampoo is reimagined as a clear, non-aerosol gel in this formula, which acts to refresh the scalp, boost volume, and eliminate odors for 12 hours. Developed with input from Gen Z consumers, the product avoids the white residue and aerosol irritation that’s associated with traditional dry shampoos, with the lack of white residue making it ideal for darker hair shades. Its ingredients include microalgae, or Chlorella vulgaris, which absorbs excess oil and balances the scalp; bisabolol and ginger root extract to soothe and reduce itchiness; and Centella asiatica, with anti-bacterial and anti-inflammatory properties. The formula is packaged in a TSA-compliant recyclable tube with a precise nozzle applicator for a hygienic application. With a fragrance that blends herbal, citrus, and woody notes, the product is applied to the scalp and dries in 30 seconds.
Booth Number: DB 16085 Section: Hair Care
This product is a winner in the category Hair Products of Cosmoprof North America 2025
Product Headline
Dry shampoo is reimagined as a clear, non-aerosol gel in this formula, which acts to refresh the scalp, boost volume, and eliminate odors for 12 hours. Developed with input from Gen Z consumers, the product avoids the white residue and aerosol irritation that’s associated with traditional dry shampoos, with the lack of white residue making it ideal for darker hair shades. Its ingredients include microalgae, or Chlorella vulgaris, which absorbs excess oil and balances the scalp; bisabolol and ginger root extract to soothe and reduce itchiness; and Centella asiatica, with anti-bacterial and anti-inflammatory properties. The formula is packaged in a TSA-compliant recyclable tube with a precise nozzle applicator for a hygienic application. With a fragrance that blends herbal, citrus, and woody notes, the product is applied to the scalp and dries in 30 seconds.
Product Description
Born from the need for a cleaner, smarter alternative to traditional dry shampoos, AMAXY’s Volumizing Dry Shampoo Gel redefines scalp refreshment. Concept-tested with Gen Z and eco-conscious consumers, this non-aerosol, non-powder formula eliminates oil and odor without residue or buildup. TSA-friendly and styled like a skincare gel, it delivers 12-hour freshness and touchable volume—perfect for busy, ingredient-aware lifestyles.
Claims & Benefits
-Absorb excess oil and boost volume without leaving a starchy buildup or visible residue.
-Scalp friendly, helps balance the scalp and control oil production over time.
-Eliminating odors and leaving a light,relieving woody fragrance.
Technical Details
Ingredients / INCI: Water, ethanol, vinyl dimethicone/trimethylsiloxysilicate crosspolymer, sodium magnesium lithium silicate, fragrance, phenoxyethanol, xanthan gum, butylene glycol, sodium lactate, persimmon (Diospyros kaki) fruit extract, centella asiatica extract, Norway spruce (Picea excelsa) leaf extract, red myrrh alcohol, 1,2-pentanediol, chlorella (Chlorella vulgaris) extract, glycerin, hydroxyphenyl propanamide benzoate, 1,2-hexanediol, p-hydroxyacetophenone, tea (Camellia sinensis) leaf extract, ginger (Zingiber officinale) root extract, ascorbyl palmitate.
Formulation: A clear gel-based dry shampoo that absorbs oil, eliminates odor, and boosts volume—without aerosol, powders, or white residue. Fast-drying and scalp-refreshing with a cooling menthol finish, designed for daily use and all hair types.
Packaging: Recyclable PE tube with a precision nozzle applicator for targeted, mess-free use—ideal for on-the-go lifestyles and TSA-compliant travel.
Design Uniqueness: A first-of-its-kind gel format in the dry shampoo category, blending skincare aesthetics with functional haircare. The sky blue tube echoes AMAXY’s clean, minimalist brand identity.
Sustainability: Produced in low-waste, ISO 22716-certified facilities with cruelty-free and vegan formulation. The non-aerosol format significantly reduces environmental impact compared to traditional spray dry shampoos.
Availability: Officially launched and available online at www.amaxybeauty.com and select retail partners across the U.S. and SEA.
Launch date (mm/dd/yy)
06/01/2025
Price List, Target Consumer & Market Segments
Price $21.99 / 80g Target Consumers • Gen Z and Millennials ages 16–35 • Busy professionals students and travelers looking for on the go hair refresh solutions • Eco conscious and ingredient aware beauty shoppers • Consumers sensitive to aerosols or frustrated by powdery white cast from traditional dry shampoos Market Segments • Premium Mass DTC Haircare – Positioned between drugstore and prestige for accessible innovation • Clean Beauty Wellness – Appeals to consumers prioritizing health conscious aerosol free alternatives • Travel Lifestyle – TSA friendly and compact perfect for modern mobile routines • TikTok Driven Trends – Highly
Website and Social Channel/s
tiktok: @amaxy.beauty
instagram: @amaxybeauty
What sets your product apart and why is it innovative and special?
The AMAXY Miracle Bonding Serum stands out as a next generation hair repair treatment combining advanced Kereffect™ bonding technology with a skincare inspired approach to haircare Unlike traditional oils or conditioners that mask damage this leave in formula works on a molecular level to rebuild broken hair bonds in just 3 minutes—without rinsing AMAXY’s Volumizing Dry Shampoo Gel is the first of its kind to reinvent dry shampoo as a clear non aerosol gel to fresh formula—offering a clean scalp friendly alternative to traditional powders and sprays Developed through consumer insight testing with Gen Z and clean beauty enthusiasts it directly addresses the top pain points of dry shampoo users white residue scalp buildup and aerosol irritation Unlike competitors this gel format uses menthol and witch hazel to cool and refresh the scalp while panthenol adds a soft conditioning effect The lightweight gel absorbs excess oil and odor without disrupting hairstyles or leaving traces behind—making it perfect for dark hair and sensitive scalps The mess free nozzle applicator allows precise hygienic use with no cloud of spray and the TSA compliant recyclable tube makes it ideal for travel or gym routines This innovation bridges the gap between skincare sensibility and
How do you promote your product on multiple channels?
The AMAXY Volumizing Dry Shampoo Gel is promoted through a multi-channel strategy that combines digital engagement, in-store activation, and community-driven content to educate and excite consumers about this category-redefining product.
1. TikTok & Instagram Campaigns
Targeting Gen Z and Millennials, we collaborate with beauty creators to showcase the gel’s aerosol-free innovation, “no white cast” performance, and travel-friendly format through real-life demos and viral challenges. Hashtags like #DryShampooReimagined and #LikeAirWash drive visibility and user-generated content, while short-form videos highlight the gel’s transformation from clear formula to refreshed, voluminous hair in seconds.
2. Educational Content
Through social media reels, our website, and email newsletters, we create scalp care education content explaining why traditional powders can cause buildup and how our gel offers a cleaner, lighter alternative. Ingredient spotlights on witch hazel and panthenol support consumer trust.
Certifications & Patents
The AMAXY Volumizing Dry Shampoo Gel is produced in a certified ISO 22716 (GMP for Cosmetics) facility, ensuring the highest standards in quality, hygiene, and safety. The formula has undergone SGS safety and dermatological testing to confirm scalp compatibility and non-irritation.
Certifications:
• ISO 22716: Good Manufacturing Practice (GMP) Certified
• SGS Tested: Verified for safety, stability, and skin compatibility
• Cruelty-Free Certified by Leaping Bunny
• Vegan Certified: No animal-derived ingredients or testing
While the gel format is proprietary and disruptive, no formal patent has been filed to date. The product complies with all U.S. FDA cosmetic regulations.
How does your product meet the evaluation criteria of its category?
Evaluation Criteria – Volumizing Dry Shampoo Gel (Haircare Innovation Category)
The AMAXY Volumizing Dry Shampoo Gel meets key evaluation criteria for the Haircare Innovation category through its unique formulation, sustainable design, user-centric functionality, and visible performance.
1. Innovation & Uniqueness
This is one of the first gel-based dry shampoos on the market—free from powders, aerosols, and white cast. It replaces bulky sprays and messy residue with a clear, fast-drying gel that absorbs oil, eliminates odor, and boosts volume in seconds. Developed through market feedback from Gen Z consumers, it solves pain points traditional dry shampoos have long ignored.
2. Scalp & Hair Health Benefits
Formulated with witch hazel, panthenol, and menthol, it refreshes the scalp while conditioning hair—offering a gentle, skin-friendly solution suitable even for sensitive users. It promotes scalp wellness while enhancing hair appearance, supporting the growing demand for hybrid skincare-haircare products.
3. Sustainability
The product is aerosol-free, TSA-compliant, and comes in a recyclable PE tube, reducing environmental impact and aligning with modern eco-conscious values. The formulation is vegan, cruelty-free, and produced in a GMP-certified facility with low-waste standards.
4. Consumer Experience & Design
Its sky-blue, skincare-inspired packaging, travel-friendly size, and precision nozzle make it convenient and visually appealing—perfectly designed for a new generation of mobile, clean beauty users.
What is you brand commitment to sustainability, ethical practices, and social responsibility? Please describe.
At AMAXY, we believe clean beauty should care for both people and the planet. Our Volumizing Dry Shampoo Gel reflects this through every step of its development and production.
Cruelty-Free & Vegan: Certified by Leaping Bunny and formulated without animal-derived ingredients, we ensure our products are never tested on animals—supporting ethical beauty standards.
Clean, Conscious Formula: Free from aerosols, talc, sulfates, and silicones, our gel is safe for both scalp and environment. We use skin-friendly actives like witch hazel and panthenol, prioritizing both performance and well-being.
Sustainable Packaging: Housed in a recyclable PE tube with a precision applicator, the product reduces waste and carbon footprint associated with aerosol cans. It’s lightweight, TSA-compliant, and designed for minimal environmental impact.
Responsible Manufacturing: Produced in an ISO 22716-certified GMP facility with low-waste, energy-efficient processes and ethical sourcing of ingredients.
Future Vision: We’re actively exploring refillable formats and bioplastic alternatives to enhance our sustainability journey.
Beyond haircare, AMAXY is committed to transparency, inclusivity, and conscious innovation—offering modern consumers products that align with their values without compromising on style or performance.
Market positioning & distribution countries
Market Positioning & Distribution – Volumizing Dry Shampoo Gel
Positioning: AMAXY is a premium clean beauty haircare brand, positioned between mass and salon-grade categories. The Dry Shampoo Gel is marketed through DTC channels, select clean beauty retailers, and salon partnerships, targeting modern, on-the-go consumers seeking non-aerosol, skincare-inspired solutions.
Current Distribution: United States, China
Desired Distribution: Canada, United Kingdom, Germany, France, Australia, Japan, South Korea, Southeast Asia
We aim to expand globally through retailers and partners aligned with eco-conscious innovation and Gen Z beauty trends.
Timeline
April 7, 2025
Platform Opening
June 2, 2025
Entries closing
June 24, 2025
Finalists Announcement
July 3, 2025
Deadline for Receiving Products
July 15, 2025
Awards Ceremony
Winners Announcement