Brand Knowledge

Brand Knowledge

Our goal at 12 Benefits™ is to help hairstylists with their craft.  We do this by creating interesting haircare preparations with the fewest number of purposeful, safe ingredients. Our minimalist approach enables us to provide superior performing hair products for salon professionals to achieve extraordinary results for their guests.

In 2010 we launched our first multi-functional hair treatment. Our striking pink package is award winning. Still independent and privately owned today; our entire 12 Benefits™ group has decades of beauty experience and a strong desire to delight our customers.

12 Benefits simple and highly effective formulas are designed by a team of cosmetic chemists that ensure each product is well suited for diverse hair textures and conditions and is preferred by individuals with extreme quality standards.

And, we love what we do!

12 Benefits™, stand + deliver™ and MAD ABOUT COLOR™ brands belong to 12 Benefits Group, Tampa, FL

12 Benefits™ Photoshoot – Behind the Scenes

12 Benefits™ specially selected ingredients: At 12 Benefits™, we select a minimum number of purposeful ingredients for each product with exacting precision, including our ultra-pure steam distilled water. We list our ingredients on every product and all are perfectly safe for hair, skin and scalp. We have selected natural fruit pectin from Denmark, keratin from New Zealand, argan oil from Africa (refined in high-performance Italian processing facilities), fragrances from Spain, and the latest Japanese hair-longevity ingredient, among other globally advanced sources. Our hair preparations do not contain sulfates, salts, gluten or parabens. Sometimes however, we don’t choose plant-derived ingredients to ensure product efficacy and performance. You can recycle our bottles and we produce every 12 Benefits™ product by hand with the highest quality production procedures.  Product testing, quality control, and our internal processes meet strict personal care standards. No animal testing!

Alcohol Denatured – grain derived to reduce viscosity and hold ingredients together.
Aminomethyl Propanol – alkanolimine used in hairspray to keep pH low.
Argania Spinosa (argan) Oil – ultra nourishing oil from Africa for hair-conditioning.
Benzophenone 4 – sunscreen ingredient used to protect hair from UV rays.
Bis-PEG/PPG-14/14 Dimethicone – polymer used to create smooth shine in hairspray.
Cetearyl Alcohol – coconut fatty alcohol thickens and emulsifies.
Cyclopentylsiloxane – ingredient made of common elements (hydrogen, oxygen, carbon) used to facilitate smooth texture.
Decyl Glucoside – ultra gentle, plant sugar derived cleansing ingredient.
Dimethicone – man-made conditioning molecule that enhances hair appearance and feel.
Disodium Cocoamphoacetate – coconut oil derived. Enhances hair appearance, body, suppleness and sheen. Improves damaged texture.
Disodium Laureth Sulfosuccinate – coconut oil derived cleansing and foaming ingredient.
Fragrance – essential oils delicately provide an aromatherapeutic experience.
Glycerin – vegetable-derived humectant attracts moisture and softens hair.
Guar Hydroxypropyltrimonium Chloride – guar bean plant polysaccharide for anti-static and hair conditioning.
Helianthus Annuus Seed Extract – natural sunflower plant to brighten and moisturize hair.
Hydrolyzed Keratin – from New Zealand wool for moisturizing, smoothing, strengthening.
Hydolyzed Pea – superfood vegetable used for repairing hair.
Hydrolyzed Silk – the stuff of luxurious clothing, used for its lightweight strengthening properties.
Hydroxypropyl Methyl Cellulose – plant polymer used to bond moisture to hair.
Iodopropynyl Butylcarbamate – internationally recognized preservative to prevent/retard bacterial growth.
Magnesium Sulfate – mineral salt to help water mix with scalp oils / dirt for easy rinsing.
Methylisothiazolinone – non-formaldehyde, safe preservative at less than 1% of formula.
Noniberry Extract – plant extract antioxidant from noniberry fruit.
Panthenol – derived from vitamin B5 used for its volumizing ability.
Pectin – fruit derived from Denmark used to create luxurious texture.
Persea Gratissima (avocado) Oil – obtained from avocado fruit, excellent source for hair conditioning.
Phenoxyethanol – non-formaldehyde, safe preservative ensures shelf life safety.
Phenyltrimethicone – shine enhancer derived from silica, a component of quartz and opal.
Polyquaternium 7 – clear and colorless liquid used to control static electricity.
Polysorbate 20 – emulsifier that makes oil compatible with water, ensures stability.
Polysorbate 80 – hydrophilic non-ionic ingredient used to create a soft touch feel.
Potassium Sorbate – safe and effective food grade preservative at less than 1%.
Propylene Glycol – food grade humectant that attracts water.
Quaternium 39 – cutting edge fatty acid from Japan for color retention and moisture.
Silica – plant derived trace mineral important for hair health.
Thyme Extract – derived from the herb Thymus Vulgaris used as a preservative.
VA/Crotonates/Vinyl Neodecanoate Copolymer – man-made polymer used in hairspray to hold the hair’s shape.
Water – deionized and steam-distilled to remove minerals. Ultra pure.