Iconic technology uses a natural process that occurs in your hair to help make it shiny, smoother, healthier and less frizzy. When your hair is exposed to positive ions it becomes dry, frizzy and losses shine. This happens because the positive charge opens the hair’s follicle making it vulnerable. The opposite happens when negative ions are infused into your hair, which is what Iconic technology produces. By emitting the negative ions back into your hair, the hair follicles are closed and the hair shaft remains smooth, which is why your hair looks frizz free and feels healthier. Also negative ions can break down water molecules into fine particles that penetrate the hair shaft to restore a healthy moisture balance. This is very beneficial when blow drying because it helps hair dry up to 40% faster and retain more moisture.