I gave the FUL London Intense Moisture Hair Mask Treatment a solid 4/5. It’s deeply hydrating, cruelty-free and vegan, smells lovely, and my frizz was noticeably reduced after using it. The only downsides are the price if you don’t catch it on offer, and the fact that it may feel a little rich if you have very fine hair.
TL;DR (summary)
★★★★☆
The only con is the price!
Pros: big tub that lasts years; lovely smell; very moisturising and conditioning for dry, damaged hair; it can be a 10-min hair mask or overnight deep conditioner
Cons: it’s pricey at £32 as an upfront cost, but it lasts years
My sad, dry and frizzy hair
My hair has started to be dry, frizzy and a bit lifeless. At the time, I was only using shampoo, conditioner and a heat protectant, and I’d stopped colouring my hair to avoid extra damage.
Humidity made everything worse – a little drizzle outside and my hair would turn into a puffball. I wanted something that would properly hydrate, smooth my ends, and bring back some shine.
I also couldn’t air-dry my hair, because it would dry as a messy, wavy, frizzy mess.
That’s what led me to try the hair mask by FUL London.
What FUL London promises with this hair mask:
According to FUL London, this mask is designed to deliver ultra-hydration and “strengthen hair from root to tip”.
- It’s free from parabens, sulphates and mineral oils
- It’s both cruelty-free and vegan.
On paper, it sounded like exactly what my hair needed:
An ultra nourishing hair mask for thirsty tresses! A lightweight, pH balanced formula that delivers deep hydration for all hair types. Rescues dry and damaged hair leaving it silky soft and visibly moisturised. Used by professional stylists for ultimate hydration and to maintain healthy hair.
from the FUL London mask product page
I have no idea what a good pH is, but mentioning ‘thirsty’, ‘deep hydration’, ‘dry & damaged’, and ‘ultimate hydration’ got me interested.
I knew I wanted a deep treatment I could use in addition to everything else I was using (like the usual shampoo, conditioner and heat protectant) but one that doesn’t take a long time.
Ingredients, scent and texture
The mask itself is thick and creamy, easy to scoop out and spread evenly through my hair without dripping everywhere.
It has a sweet, spa-like fragrance that lingers even once your hair has dried. Personally, I enjoy the scent (and I don’t like strong smells), but if you’re super sensitive to fragrance, it may feel a little strong.
The formula includes shea butter, coconut oil and glycerin, which are good for adding lots of moisture.
I prefer to use products that are vegan and cruelty-free – this mask ticks both of those boxes!
It’s Mineral oil-free
Mineral oil is a cheap by-product of petroleum. It can coat the hair and give a quick shine, but it doesn’t actually nourish it. Worse, it can build up over time and make it harder for other good ingredients to get in and do their job. So skipping it = healthier hair in the long run.
It’s Paraben-free
Parabens are preservatives used to stop mould and bacteria in beauty products, but some studies have raised concerns about their potential link to hormone disruption. Many people now prefer to avoid them, just to be safe — so paraben-free is often seen as the gentler choice.
It’s sulphate-free
Sulphates (like SLS and SLES) are the ingredients that make shampoo foam, but they can also strip away natural oils and leave hair dry or irritated, especially if you’ve got curly, colour-treated or sensitive hair. Sulphate-free products cleanse more gently without the harsh side effects.
- Shea butter & coconut oil – deeply nourish and soften dry, damaged hair.
- Glycerin – pulls in moisture to keep hair hydrated.
- Fragrance – gives it a salon-fresh scent (contains parfum and natural scent compounds).
- Conditioning agents – smooth, detangle and reduce frizz (like behentrimonium chloride and cetrimonium chloride).
Who are FUL London?
FUL London is a UK haircare brand that was created by the people behind the Live True London salons. After working in salons for over ten years, they decided to make high-quality, salon-worthy hair products that people could use at home.
Everything is vegan, cruelty-free and designed to actually work – products hairdressers would happily use themselves. They sell hair masks, shampoo, conditioner plus other products made to help those with hair issues – dry or damaged hair, or a flakey scalp.
This conditioner has 77 reviews with a score of 4.9/5 on their website at the time of writing. The reviews mention:
- the mask is great for moisturising
- it makes hair soft and manageable
- “soft and shiny”
Before and after photos
If you’ve ever used coconut oil on holiday after being in the sea to smooth out your hair, you’ll know the feeling of how soft it can feel. That’s exactly how the FUL London mask makes my hair feel.
I’ve been using the mask a few ways (that are recommended by FUL London)
- wash my hair in the shower, then use the mask as a conditioner – wait 10 minutes as I do everything else, then rinse out and dry as usual
- use it as a mask for longer overnight whilst sleeping. I do this when I know I’m going to be washing my hair in the morning.
I work from home, so I occasionally work the conditioner through my hair and leave it on during the day too!
I can now air-dry my hair!
I’m able to leave my hair wet so it dries naturally because the mask has calmed my frizz so much, I don’t need to blow-dry it straight. This is a huge plus for me! I hate blow-drying my hair 1) the noise 2) the time it takes (I have really thick hair & a lot of it) 3) getting hot sucks.
What type of hair is it good for?
It says on the FUL London mask product page:
Suitable for all hair types and great for dry damaged and frizzy concerns.
If you want to give your hair some love and attention but haven’t got frizzy hair, I’d still recommend the mask. Mine isn’t as frizzy now from using this product for a while, but I use it twice a week for a boost.
How long does it last?
I’m still on the same tub I’ve had for nearly two years, and it looks hardly used! I use a small blob each time, 2 times a week.
Price and how to buy?
Buy it from Fullondon.com for £32 for a 300ml tub.
They’ve kindly been in touch and given me a discount code for my blog readers: Get 20% off with my discount code AHOYBEAUTY20.
At the time of writing, if you buy a monthly subscription, the price is reduced by 30% (no, that’s not a typo) to £22.40.
