When it comes to origin stories it’s hard to beat that of the late Philip Kingsley, a Brit who became a globally respected authority on hair health, whipping up his now famous Elasticiser treatment in his kitchen in Mayfair, London, for Audrey Hepburn. Or the thought of Ricky Lauren, wife of fashion designer Ralph, jogging through Central Park with Elasticiser combed through her hair.

It’s made more fascinating given the focus for Philip Kingsley treatments is the scalp, a decidedly unsexy body part – especially an itchy, flaky one.