Apparently its the discovery of the PolyfluoroEster molecule. This molecule's formulation "adheres tightly to the hair, which allows for long-lasting moisture resistance and rebalancing of the hair fiber’s interaction with the atmosphere, even after extreme humidity". I read this as it coats the hair to block out humidity
I bought the No Frizz Shampoo (£18), in terms of performance this shampoo left my hair soft, smooth and it definitely made it almost frizz free, even in damp weather. It does not contains laureth or lauryl sulfates and I got no irritation or dryness (I have a very sensitive scalp).Here are the ingredients, you can enlarge the pic but as its not a flat surface it might be somewhat annoying to read!
Having used up a whole bottle, I will not be re-buying this. Although the ability to fight frizz was extremely impressive I felt like my hair was being coasted each time, and it felt weighed down and looked a bit lank. Ultimately I think this would be great if you have thick/unruly hair but for me I've gone back to my Shu Uemura Art of Hair.
