Most hair masks ask you to wait — 5 minutes, 10 minutes, sometimes longer. NOUNOU Mask earns 30 seconds. That's not a compromise on efficacy; it's a formulation achievement. The ROC™ Lupin Extract and conditioning base are calibrated to deposit at the cortex level rapidly, delivering the protein reinforcement, moisture retention, and lipid replenishment that processed and brittle hair needs without requiring an extended processing time that most people don't give their conditioner anyway. Deeply nourishing, genuinely fast, and built for the hair type that needs repair the most.

Full product page, complete INCI, and all efficacy data pulled directly from Davines Canada. Key notes before writing:

• Same hero ingredient as the NOUNOU Oil — ROC™ Lupin Extract from Mr. Giuseppe Pellegrino's farm in Cutrofiano, Lecce, Italy. The mechanism copy must be intentionally distinct despite sharing the hero ingredient — the Oil is a precision leave-in finishing treatment (2–3 drops); the Mask is a fast-acting rinse-out deep treatment (30 seconds).
• 30-second processing time — unusually fast for a mask. This is a genuine differentiator and earns prominent placement.
• One efficacy claim: 4.5x more nourished hair — system-dependent (NOUNOU Shampoo + Mask + Oil). Disclaimer required.
• Rich fragrance profile verified: citrus and verbena top notes, floral-spiced heart, soft musk base.
• Full INCI verified. 96.1% naturally derived, 91.8% biodegradable, vegan.

Davines NOUNOU Nourishing Mask — 250 ml

SEO Title Davines NOUNOU Nourishing Mask | 250 ml | Damaged Hair | Zennkai (64 characters)

Meta Description (159 characters) Fast-acting nourishing mask for processed, brittle hair. Davines NOUNOU with ROC Lupin Extract — 4.5x more nourished, 30-second treatment. $55 CAD. Authorized retailer.

Opening Hook Most hair masks ask you to wait — 5 minutes, 10 minutes, sometimes longer. NOUNOU Mask earns 30 seconds. That's not a compromise on efficacy; it's a formulation achievement. The ROC™ Lupin Extract and conditioning base are calibrated to deposit at the cortex level rapidly, delivering the protein reinforcement, moisture retention, and lipid replenishment that processed and brittle hair needs without requiring an extended processing time that most people don't give their conditioner anyway. Deeply nourishing, genuinely fast, and built for the hair type that needs repair the most.

Mechanism NOUNOU Mask is built around Regenerative Organic Certified™ Lupin Extract (Lupinus Albus Seed Extract) — sourced from Mr. Giuseppe Pellegrino's farm in Cutrofiano, Lecce, Italy. White lupin delivers three simultaneous mechanisms in a single botanical extract: proteins that penetrate the hair shaft and directly reinforce the weakened keratin bonds that cause structural brittleness in processed hair; polysaccharides that form a protective moisture-locking film on the hair surface; and fatty acids that reinforce the cuticle lipid layer, improving resilience and reducing breakage. The same active that powers the NOUNOU Oil — here at higher concentration and in a rinse-out delivery system that treats the full length rather than finishing the ends.

The conditioning base is rich and enveloping — calibrated for processed, bleached, or repeatedly colour-treated hair where standard conditioners are insufficient. Behentrimonium Chloride and Behentrimonium Methosulfate provide dual cationic conditioning — depositing specifically at points of cuticle damage and delivering targeted slip, detangling, and smoothing. Cetyl Alcohol, Cetearyl Alcohol, and Stearyl Alcohol provide the creamy, rich texture and emollient moisture that give the mask its characteristic velvety feel. Orbignya Oleifera Seed Oil (Babassu) provides fast-absorbing emollient conditioning with high lauric acid content. Shea Butter Ethyl Esters deliver the lightweight, non-greasy conditioning benefit of Shea Butter without the heaviness of unprocessed shea.

Triheptanoin (lightweight caprylic ester) provides the shine-enhancing surface-smoothing that makes processed hair look revived rather than just treated. Dilinoleic Acid/Butanediol Copolymer adds a flexible film-forming anti-frizz contribution — relevant for colour-treated hair that tends toward frizz as the cuticle becomes more porous. Avena Sativa (Oat) Peptide provides additional protein reinforcement, specifically targeting surface micro-fractures. Inulin (chicory root) and Coco-Caprylate/Caprate contribute lightweight moisture-binding and conditioning.

The 30-second leave-in time is the product's defining practical differentiator — and it works because the cationic conditioning system deposits rapidly on the negatively charged surface of damaged hair. For very dry or severely processed hair, combing through during the 30 seconds improves even distribution and can be extended to 2–3 minutes for a deeper effect.

Fragrance: A luminous burst of citrus and verbena opening, unfolding into a floral-spiced heart, and settling into the soft warmth of musk.

Efficacy when used as the complete NOUNOU system (Shampoo + Mask + Oil): up to 4.5x more nourished hair — instrumental test on hair strands vs. untreated hair.

96.1% naturally derived. 91.8% biodegradable. Vegan.

Metro Vancouver note: Hard water mineral deposits compound cuticle damage on colour-treated and processed hair — roughening the surface, increasing porosity, and making repair treatments less effective over time. If NOUNOU Mask results are inconsistent, a chelation step before your treatment routine may significantly improve uptake. See our Hard Water Hair Damage hub for the protocol.

Who It's For Processed, bleached, colour-treated, heat-damaged, or brittle hair of any texture. The 30-second processing time makes this the practical mask option for everyday use — fast enough to use on every wash day rather than reserved for weekly treatments. Works on fine damaged hair due to the calibrated conditioning weight. For severely damaged or very dry hair, extend the processing time to 2–3 minutes for a deeper effect.

Best results when used as part of the complete NOUNOU system — NOUNOU Shampoo →, NOUNOU Conditioner →, and NOUNOU Oil →.

Key Ingredients

• Lupinus Albus Seed Extract (ROC™ Lupin, Cutrofiano, Lecce, Italy) — Proteins reinforce weakened keratin bonds; polysaccharides lock in moisture; fatty acids reduce breakage and improve cuticle resilience
• Behentrimonium Chloride & Behentrimonium Methosulfate — Dual cationic conditioning agents; deposit at damaged cuticle points for targeted slip, detangling, and smoothing
• Orbignya Oleifera Seed Oil (Babassu) — Fast-absorbing tropical emollient with high lauric acid; conditions without surface weight
• Shea Butter Ethyl Esters — Lightweight Shea derivative; delivers emollient softness without heaviness
• Triheptanoin — Lightweight caprylic ester; surface smoothing and shine enhancement
• Avena Sativa (Oat) Peptide — Protein reinforcement targeting surface micro-fractures
• Dilinoleic Acid/Butanediol Copolymer — Flexible film former; anti-frizz contribution on porous, processed hair

HOW TO USE: Apply to damp hair after shampooing. Leave in for 30 seconds, comb through for even distribution, and rinse. Proceed with styling. For severely damaged or very dry hair, extend processing time to 2–3 minutes. Use on every wash day for best results.

4.5x more nourished hair measured by instrumental test on hair strands treated with NOUNOU Shampoo, Mask, and Oil together vs. untreated hair.