BEAUTY IN BEER?
When we were looking for a way to get great-looking hair without all the chemicals, our moms told us to grab a beer! Not to drown our sorrows, but to brew our ’do!
Turns out, both our moms rinsed their hair with beer, back in college! Of course, our ﬁrst question (and probably yours) was, “Why Beer?” They said, “For strong, shiny, healthy hair!”
Ok, so what’s in beer that makes hair strong, shiny and healthy? Well, we rolled up our sleeves, grabbed a bottle opener and started researching the beauty in beer. We found the answer in four words: Barley, hops, yeast and water, the ingredients in beer.
So simple, yet so magical. Why? Because through the magic of the brewing process, thousands of natural chemical reactions occur, and the barley, hops, yeast and water are turned into a beverage that’s hopping with B vitamins, proteins and minerals. In the Middle Ages, people called the delicious, nutritious beer, “liquid bread.” We call it the “Superdrink” for hair! Now, if you want to earn a degree in “beer beauty,” read on.
THE RECIPE FOR BEER
Let’s start with a primer on how to brew beer, in 50 words or less. Heat barley and hops ﬂowers in water. Add yeast to the resulting broth. Let the yeast eat the natural sugars in the broth, to give off ethanol. The result? A fermented alcoholic beverage. Beer! Now, let’s look at each ingredient in this Super-drink.
Barley – The key ingredient in beer is the grain, barley. Ancient man discovered that by bringing the barley to life, the grain would produce a wealth of vitamins that wound up in their beer (and now, on your hair). The process was called “malting” the barley, adding water to the grain to induce germination, then gently heating the grain to stop the sprouting process, while maintaining the vitamins. Remember that “liquid bread” we were talking about? In the Middle Ages, they took the super-enriched, malted grain, milled it into a ﬂour that was combined with the bran, and brewed beer that was brimming with the whole-grain goodness of B vitamins, proteins and minerals (which turned out to be building blocks of great hair and skin).
Water – Water is the key to getting all that goodness out of the malted grain, and into the beer. When the malted barley is put in hot water, the vitamins are released into the water, creating a vitamin-enriched broth, that brewers call wort.
Hops – Hops are ﬂowering vines. These ﬂowers were added to beer for their bitter ﬂavor, and natural preservative properties (long before refrigeration). The essential oils in the hops are extracted in the brewing process, when the ﬂowers are heated in water with the barley. Those same oils are great for hair and skin, because they are ﬁlled with anti-oxidants, and toning/astringent properties.
Yeast – Finally, the life of the beer brewing party is yeast. And, when we say life, we mean it! Living brewer’s yeast is the key component of fermentation! This ancient, single-celled organism is added to the vitamin-enriched broth, where it eats all the natural sugars in that liquid bread, converting the sugar to ethanol. This brewer’s yeast is full of B vitamins as well, the building blocks of healthy hair (and skin). In fact, in Europe, brewer’s yeast is used to treat acne and skin inﬂammations. Our South African friend says women there take brewer’s yeast tablets, for strong, healthy hair!
So, after looking at barley, hops, water, and yeast, and learning why beer was good for hair and skin, we asked, “Which Beer?”
And, that’s when it hit us. If corporate beer was good for our moms’ hair back in the 60’s, how much better must a premium, handcrafted micro-brew be for our hair today? We live and work in the East Coast Craft Beer Capital, Asheville, North Carolina, where we are surrounded by two things, the natural beauty of the oldest mountains in the world and plenty of handcrafted, micro-brewed beer.
So, we’re naturally passionate about the pint! And, not only here, but across the U.S., the whole craft beer movement is really a rebellion against corporate beer (you know, the stuff that’s watered down and ﬁlled with ﬁllers like rice, all in the name of proﬁts!) Craft beer is all about crafting the ﬁnest beer, using only the most premium ingredients and maybe making money doing so. It’s about putting pints before proﬁts.
Why don’t we just use water (which is free, and which is the #1 ingredient in every other shampoo?) Because craft beer (with its premium costs), has all the amazing B vitamins, minerals and proteins that make hair strong, shiny and healthy.
And so, when we answered the question “why beer”, the mission of BRÖÖ Craft Beer Haircare became clear: To use premium, handcrafted beer to help people look great. And no, we don’t mean “beer goggles” looking great! We mean easy, no-fuss, amazing looking hair, because beer actually DOES make everyone better looking!
Brad and Sarah, founders of BRÖÖ Craft Beer Hair