Clark started experimenting with potential formulas in the kitchen, with his KitchenAid mixer no less. After almost a year of trial and error, they landed on something that worked. "As I was conducting my research, I kept coming across statements such as ‘to increase the lubricity of your hair, you should use silk proteins,’” Clark said. “Lubricity is a real engineering term which means ‘to reduce friction.’”
And so Lubricity Handcrafted Hair Therapy came to be. Clark is the founder and lead cosmetic chemist of the brand, which counts the Penetrate/Encapsulate Treatment as its hero product. “It’s two steps. You apply Step One on dry hair and wait 15 minutes. You do not wash it out. Then, you put on Step Two,” Clark explained. “Those two chemically react to your hair and they are binding to the keratin protein that naturally occurs in your hair, and it’s changing the shape of that keratin slightly.”
The line also includes a shampoo and conditioner, perfect for maintaining the results of the two-step treatment. In case studies, Clark found that because the products are designed to work on the chemistry of the hair, all hair types can benefit from Lubricity, including natural African-American hair texture. It doesn’t flatten your curl pattern — it just improves manageability and adds shine.
According to Clark, Lubricity now sells around 1,600 bottles a day on its online store. It’s a commercial success — and Alden loves it, too. Clark says, “It changed our morning ritual of having 20 minutes of fighting and tears. Now, she just wakes up and goes.”