The hair brand Hair is Fabric – HIF – introduced advanced foam-forming technology in its cleaning conditioners. The products act on the hair until they achieve the desired foaming feeling, but without damaging the hair fibers. The unique purification parts only bind around the dirt and let the hair rest. This allows all impurities to be completely removed without splitting or damaging the hair. HIF can be seen as a dry cleaning for the hair, only with water. In addition to a more healthy approach to cleaning the hair, the HIF cleansing conditioners also provide essential ingredients for both hair and scalp. The conditioners clean the scalp without removing the natural oils. The four HIF products that are now exclusively available at Kroonen & Brown (Brussels) are Growth Support,Anti-Frizz Support, Volume Support and Hydration Support.