The goat’s milk hair mask that’s become a smash hit

The product from the Polish company Ziaja is causing a stir on social media, with videos from the brand receiving nearly 220 million views on TikTok

Singer and actress Heart Evangelista.

Queen Cleopatra’s legendary milk baths (from either goat or donkey) turned goat’s milk into the stuff of legend: an authentic beauty elixir that could treat skin, hair and nails.

Whether real or legend, 2,000 years later, this trend is still in fashion thanks to the Polish beauty company Ziaja. One of its star products is a hair-strengthening mask made with goat’s milk proteins and keratin. This hair mask has amassed a veritable army of fans, who have been rushing to write five-star reviews on every website that sells it.

The product has gone viral on social media, with users sharing videos of the difference the hair mask has made. On TikTok, the hashtag #ziaja has 218 million views.

Cosmetic stores, such as Clarel and Druni in Spain, can attest to the product’s success. “Many customers visit our stores asking for this mask,” says Irene Ferrándiz, communications manager for the Clarel chain of stores. “It is made with keratin and a goat’s milk protein complex, which is quite new, because there are no other hair brands on the market that include this active ingredient in their products. As for its benefits, it improves hair flexibility, provides softness and hydration.”


Rosa Roselló, training director at Druni, agrees: “Within the sales of its category, it is among the top 10 in our stores, even though we have a lot of brands. The secret to its success is undoubtedly that it offers a good product at a very competitive price within its range and sector. Moreover, there is no other hair brand that includes goat’s milk proteins.”

In Spain, the hair mask sells for €3, while in the United States, it can be bought for under $15.

Ziaja is the No. 1 cosmetics company in Poland. It was founded 30 years ago, and in 1997, launched its first goat’s milk line.

Goat’s milk proteins: the benefits for skin and hair

Goat’s milk adds shine, nourishes dry hair and is able to define curls. “Hair is made up of 70% water, 28% proteins such as keratin and 2% lipids. So, the contribution of any protein, such as goat’s milk or keratin, helps nourish the hair fiber and makes it silky to the touch,” explains Eduardo Sánchez, creative director of the Spanish hairdressing chain Maison Eduardo Sánchez.

Dr. Rosa del Río, from the private dermatology clinic Pedro Jaén Group in Spain, warns, however, that goat’s milk “is not suitable for everything.”

“It is a good ally in steps such as cleansing, moisturizing or hair nutrition. But when it comes to the face, problems such as blemishes, wrinkles or acne are usually treated by dermatologists with other more powerful and specific active ingredients,” she says.

Katarzyna Tyborowska, the head of the Ziaja laboratory in Poland, points out that the company’s goat’s milk products are made with “a complex of milk proteins created biotechnologically in a laboratory, so no animal is mistreated.”

She adds: “It’s a good choice for people with dry and sensitive skin, as well as for curly, straight or wavy hair. Followers of the curly method are looking for sulfate- and silicone-free cosmetics, which is why they have found this mask to be a good option.”

How to apply the mask correctly

Normally, masks are used once or twice a week, after shampooing and in the shower. But what if we want extra nourishment?

“I recommend applying it before washing your hair, that is, with dirty and dry hair and then, washing it out with the usual shampoo plus conditioner. It is very important to leave it on for at least 20 minutes, so that it properly penetrates, because the usual five minutes are not enough,” says Sánchez. “And if you can leave it on for an hour, even better!”

It is recommended that the hair mask be applied twice a week. For optimal results, use a specific professional moisturizing treatment such as enzyme therapy, collagen or hyaluronic acid according to the results you’re after, i.e. reducing frizz, gaining volume or taming unruly hair.

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