Starkly stylish: New Seriousness goes to the head

Boston – A new premium line of hair styling products offers a no-nonsense aesthetic that’s timely, easy and well in line with the pared-down looks we’re seeing as the recession takes hold. Indeed, as consumers embrace a new frugality, the no-frills look is becoming increasingly relevant.

The Umi range of shampoos, conditioners, gels, sprays and creams makes for an understated collection. Kits come in stark white boxes labelled only with the brand and product name, making New Seriousness look seriously good.