{"id":1043,"date":"2021-10-13T11:36:27","date_gmt":"2021-10-13T09:36:27","guid":{"rendered":"https:\/\/ashe.co.za\/wp\/?post_type=product&#038;p=1043"},"modified":"2026-04-14T01:20:45","modified_gmt":"2026-04-13T23:20:45","slug":"icon-straight-up","status":"publish","type":"product","link":"https:\/\/ashe.co.za\/wp\/product\/icon-straight-up\/","title":{"rendered":"ICON Straight Up"},"content":{"rendered":"<p><strong>Straight Up<\/strong> is expertly formulated to deliver <strong>extreme heat protection<\/strong>, creating an invisible barrier against damage caused by hair dryers, straighteners, and curling tongs.<\/p>\n<p>This <strong>non-stick, lightweight spray<\/strong> allows for a clean release from styling tools, significantly reducing breakage and split ends. Infused with advanced ingredients, it helps to <strong>rebuild and restore the hair\u2019s natural Keratin structure<\/strong>, leaving strands stronger, smoother, and visibly healthier.<\/p>\n<p><strong>Key Benefits:<\/strong><\/p>\n<ul>\n<li>Provides <strong>intense thermal protection<\/strong> up to high temperatures<\/li>\n<li><strong>Prevents heat damage<\/strong> and reduces breakage<\/li>\n<li>Non-greasy, non-sticky formula for a <strong>sleek, smooth finish<\/strong><\/li>\n<li>Ideal for use with all heat styling tools<\/li>\n<\/ul>\n<p>Perfect for anyone who styles regularly, Straight Up protects your hair without weighing it down.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Straight Up is formulated with ingredients that provide extreme heat protection. This thermal protection spray provides an invisible barrier when using hair dryers straight irons and tongs. REBUILD &amp; RESTORE the Keratin structure of the hair. This non-stick thermal protection spray prevents hair damage by permitting a clean release from styling tools.<\/p>\n","protected":false},"featured_media":1085,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"product_brand":[274],"product_cat":[109,111,98],"product_tag":[],"class_list":{"0":"post-1043","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_brand-icon-hair-cosmetics","7":"product_cat-heat-protecting","8":"product_cat-icon-hair-cosmetics","9":"product_cat-styling-products","10":"desktop-align-left","11":"tablet-align-left","12":"mobile-align-left","14":"first","15":"instock","16":"taxable","17":"shipping-taxable","18":"purchasable","19":"product-type-simple"},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/product\/1043","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/types\/product"}],"version-history":[{"count":0,"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/product\/1043\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/media\/1085"}],"wp:attachment":[{"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/media?parent=1043"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/product_brand?post=1043"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/product_cat?post=1043"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/ashe.co.za\/wp\/wp-json\/wp\/v2\/product_tag?post=1043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}