{"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":"2026-06-24T16:35:17","modified_gmt":"2026-06-24T14:35:17","slug":"icon-straight-up","status":"publish","type":"product","link":"https:\/\/ashe.co.za\/wp\/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>ICON Straight Up helps smooth and refine the hair for a sleeker finish with improved manageability and shine.<\/p>\n","protected":false},"featured_media":1085,"template":"","meta":[],"product_brand":[274],"product_cat":[109,111,98],"product_tag":[],"class_list":["post-1043","product","type-product","status-publish","has-post-thumbnail","product_brand-icon-hair-cosmetics","product_cat-heat-protecting","product_cat-icon-hair-cosmetics","product_cat-styling-products","first","outofstock","taxable","shipping-taxable","purchasable","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"}],"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}]}}