Herbal Essences Brings Its #1 Best-Selling Rose Hips Floral Scent to Frizz Care with the New Twist & Bloom Collection
Herbal Essences is expanding its haircare portfolio with the launch of its new Rose Hips Twist & Bloom Collection, a three-step frizz-control regimen designed to deliver smoother, softer and more manageable hair. Bringing the brand’s signature Rose Hips fragrance into hair treatments for the first time, the collection combines fragrance, conditioning benefits and innovative product designs to transform everyday haircare routines into a more indulgent experience.
The new collection introduces three products: the Twist & Bloom Smoothing Mask, Silk Mist Smoothing Detangler and Satin Oil Smoothing Sealer. Leading the launch is the Twist & Bloom Smoothing Mask, Herbal Essences’ first blooming rinse-off hair mask. Designed to condition hair in just two minutes, the product helps leave strands feeling petal-soft while providing long-lasting frizz control.
The Twist & Bloom Smoothing Mask is now available through Amazon, Walmart.com and TikTok Shop at a suggested retail price of $9.99. The Silk Mist Smoothing Detangler and Satin Oil Smoothing Sealer will join the collection at a later date.
Bringing the Iconic Rose Hips Fragrance to Hair Treatments
Fragrance has long been an important part of Herbal Essences’ brand identity, with its Rose Hips scent remaining one of its most recognizable and popular offerings. According to the company, Rose Hips is its number-one best-selling shampoo fragrance. With the introduction of the Twist & Bloom Collection, Herbal Essences is extending this signature scent beyond traditional shampoo and conditioner products into specialized hair treatments.
The new range is formulated with Rose Hips and jojoba oil, combining the collection’s floral fragrance with ingredients designed to condition hair and help manage frizz. The products are intended to work together throughout different stages of a haircare routine, from deep conditioning in the shower to detangling and finishing treatments after washing.
Herbal Essences aims to make haircare more than a basic daily activity by incorporating sensory elements into each product. The collection focuses on the fragrance experience, distinctive product dispensing mechanisms and smooth hair results to create a routine that feels enjoyable and refreshing.
According to the brand, the formula helps deeply condition hair, control frizz and maintain smoother strands for up to 100 hours, depending on the product and its intended use.
Introducing the Twist & Bloom Smoothing Mask
The hero product of the collection is the Twist & Bloom Smoothing Mask, which introduces a distinctive twist-to-bloom dispensing design. Unlike conventional hair masks, the product features an innovative mechanism that creates a blooming flower effect when dispensed, adding an interactive element to the application process.
The design also aims to make product usage more convenient by helping consumers dispense an appropriate amount of conditioner. Two clicks release enough product to create a full rose, while one swipe provides the recommended amount for medium-length hair.
Priced at $9.99, the smoothing mask is designed to deliver deep conditioning in just two minutes. Its formula helps replenish moisture, soften hair and improve manageability while supporting long-lasting frizz control. The treatment is intended to leave hair smoother and softer without requiring an extended conditioning process.
As Herbal Essences’ first blooming rinse-off hair mask, the product represents a new approach to the brand’s treatment category. Its distinctive packaging and dispensing experience are designed to make a regular haircare step more engaging while maintaining a focus on conditioning performance.
The mask is currently available through Amazon, Walmart.com and TikTok Shop, making it accessible through several major online retail platforms.
Silk Mist Smoothing Detangler for Lightweight Conditioning
Another product in the Twist & Bloom lineup is the Silk Mist Smoothing Detangler, a leave-in conditioning treatment designed to help reduce frizz while keeping hair lightweight and manageable.
Priced at $9.99, the detangling mist features a squeeze dispenser that releases a bloom of silk-like conditioner. The application system is designed to distribute the product evenly throughout the hair, helping simplify the detangling process and provide conditioning benefits without leaving strands feeling heavy.
The product delivers up to two times less frizz, according to Herbal Essences, and is designed to maintain smoother-looking hair until the next wash.
As a leave-in treatment, the Silk Mist Smoothing Detangler can become part of the post-wash styling routine. It offers consumers an additional option for managing frizz, improving hair texture and maintaining a soft finish between washes.
Its lightweight formulation is intended to provide hydration while allowing hair to retain its natural movement, making it a complementary product to the collection’s rinse-off smoothing mask.
Satin Oil Smoothing Sealer Adds Shine and Frizz Protection
Completing the three-product collection is the Satin Oil Smoothing Sealer, a lightweight finishing oil formulated to enhance shine and help control frizz, including in high-humidity conditions.
Also priced at $9.99, the product features a non-sticky texture designed to leave hair feeling smooth without creating a heavy or greasy finish. According to Herbal Essences, the finishing oil delivers up to 72 hours of satin-smooth hair, making it suitable for consumers looking to maintain a polished appearance after styling.
The Satin Oil Smoothing Sealer is designed to be the final step in the Twist & Bloom regimen. It helps complete the haircare routine by adding shine and supporting a smoother finish while helping manage the effects of humidity.
Together, the three products provide different approaches to frizz management, allowing consumers to incorporate deep conditioning, leave-in detangling and finishing care into one coordinated regimen.
Creating a Complete Rose Hips Haircare Routine
Herbal Essences recommends combining the Twist & Bloom products with its existing Rose Hips Shampoo and Conditioner to create a complete floral haircare experience.
Consumers can begin by washing and conditioning their hair with the Rose Hips range before incorporating the Twist & Bloom Smoothing Mask into their routine on a weekly basis for additional conditioning. After washing, the Silk Mist Smoothing Detangler can be used to help distribute lightweight moisture and make hair easier to manage.
The Satin Oil Smoothing Sealer can then be applied as a finishing treatment to enhance shine and support a smooth appearance. For consumers who want to extend the fragrance experience, Herbal Essences also recommends layering the routine with its Rose Hips Fragrance Mist throughout the day.
This approach allows consumers to combine the brand’s established fragrance products with its newest frizz-control treatments, creating a consistent scent and haircare experience across multiple steps.
Expanding the Haircare Experience Through Innovation
The launch of the Rose Hips Twist & Bloom Collection reflects Herbal Essences’ continued focus on combining recognizable fragrances with product innovation and specialized haircare solutions. By bringing its popular Rose Hips scent into treatments, the brand is extending an established consumer favorite into new product categories.
The collection also highlights the growing role of product design and sensory experiences in everyday beauty routines. From the blooming dispensing mechanism of the smoothing mask to the lightweight application of the detangler and finishing oil, each product introduces a different element to the overall experience.
With its three-step approach to frizz management, the new range offers consumers a coordinated selection of treatments designed to support softer, smoother and shinier hair.
The Twist & Bloom Smoothing Mask is available now on Amazon, Walmart.com and TikTok Shop, while the Silk Mist Smoothing Detangler and Satin Oil Smoothing Sealer are scheduled to follow.
About Herbal Essences
Herbal Essences offers a wide range of shampoos, conditioners, hair mists, and styling products designed for different hair types and needs. The brand’s philosophy centers on the belief that hair care should transform both your hair and your mood. Herbal Essences emphasizes natural ingredients and formulas often free from parabens, gluten, and sulfates, with iconic scents that encourage women to prioritize self-care.
