Rich Mask — Intensive Nourishing Mask for Dry & Highly Sensitized Hair

Vitality's Rich Mask – Deep Nourishment & Restoration for Dry, Brittle & Sensitized Hair

Some hair masks moisturize the surface. Vitality's Rich Mask goes deeper. Engineered as the cornerstone treatment of the Care & Style Nutritivo line, this Italian-crafted mask delivers an extraordinarily rich concentration of nourishing actives directly into the hair fiber — rebuilding what heat styling, chemical services, and environmental damage have taken away, wash after wash.

The result? Hair that doesn't just feel soft right after rinsing — hair that is genuinely transformed: stronger, more elastic, brilliantly shiny, and effortlessly manageable both wet and dry. Available exclusively in the U.S. through Magica Beauty Pro, the official American distributor of Vitality's Italian professional hair care.

Rich Texture. Zero Weight.

One of the most common complaints clients have about intensive hair masks is that they leave hair feeling heavy, limp, or product-coated. Rich Mask solves this with its uniquely calibrated formula: the texture is deliberately lush and creamy — satisfying to apply and instantly detangling — yet it rinses completely clean without leaving any residue that would flatten or drag down fine or medium-density hair. The richness stays in the fiber, not sitting on top of it.

Key Active Ingredients

• V.E.G. Mix — a concentrated plant-origin complex that simultaneously moisturizes, softens, and nourishes the hair fiber; provides the moisture foundation that allows all other actives to work more effectively
• Omega Booster — a high-potency omega fatty acid concentrate that penetrates deep into the hair cortex to replenish the essential lipid layer; particularly effective on bleached, colored, or heat-damaged hair where the lipid structure has been severely depleted
• Hydrolyzed Rice Protein (plant origin, biodegradable) — broken down to a molecular weight small enough to bond directly with the hair fiber; strengthens from within, dramatically improves wet and dry combability, and leaves a lasting soft-touch sensation that clients will notice for days after treatment
• Quaternium-87 (biodegradable) — a high-performance conditioning agent that amplifies surface shine and eliminates static and flyaways; leaves hair looking polished and feeling smooth without any buildup over time

Natural Index: 96%

With a 96% natural-origin ingredient index — the highest of any product in the Nutritivo line — Rich Mask proves that professional-grade restoration doesn't require harsh synthetics. It's a clean, powerful, responsible formulation your most discerning clients will trust and love.

Who Needs It Most

Rich Mask is the ideal weekly or bi-weekly treatment for clients experiencing one or more of the following: extreme dryness or brittleness, chronic frizz that resists other treatments, hair that snaps or sheds during brushing, loss of elasticity from repeated chemical services, dull or lifeless hair that no longer reflects light, or scalp conditions that have left hair feeling sensitized and fragile. It works equally well on naturally dry hair types — coily, curly, and thick textures that require more intensive conditioning will especially benefit.

How to Use

1. Shampoo first with Vitality's Rich Shampoo, then gently towel-dry to remove excess water — hair should be damp, not dripping.
2. Apply Rich Mask generously through the lengths and ends, avoiding the scalp. Use a wide-tooth comb to ensure even distribution from mid-shaft to tip.
3. Leave on for 5 to 10 minutes. For very dry or severely damaged hair, cover with a shower cap and apply gentle heat (warm towel or hooded dryer) to enhance penetration.
4. Comb through and rinse thoroughly with lukewarm water. Finish with a cool rinse to seal the cuticle and lock in shine.

Pro tip: Offer Rich Mask as an in-salon add-on treatment before any color service on dry or sensitized hair — it pre-conditions the fiber for more even color absorption and dramatically improves post-color softness. Clients will notice the difference immediately.

Product Details

• Brand: Vitality's (Italy)
• Line: Care & Style — Nutritivo
• Natural Index: 96%
• Sizes: 200 ml / 6.76 fl oz  |  450 ml / 15.2 fl oz
• Best For: Dry, brittle, chemically treated, over-processed, or naturally coarse and thirsty hair
• Available through: Magica Beauty Pro — Official U.S. Distributor