THE FIND: This cult beauty buy is back after a 7 year hiatus.

I’m never letting this go. FYI: the striped nail stickers are from Mecca Cosmetica.

The people have spoken. Beauty devotees from around the world have been mourning this discontinued product for over seven years, and now it’s finally back.

If you weren’t across the widespread internet mourning for the almost mythical John Frieda Beach Blonde Spray, it started with Jezebel writer Callie Beusman writing an article, “Why Won’t They Bring Back John Frieda Beach Blonde Spray?” Allure magazine then named it at top of its list of “Discontinued Beauty Products People Are Still Mourning”. And xoJane jumped on board with another post, “I’m Still Upset That John Frieda Discontinued Beach Blonde Ocean Waves”.

The hysteria was so huge, it was picked up by the New York Times, and just last year bottles of the stuff were selling for up to $179 on eBay.

Beauty companies take note: this is what you do to us when you discontinue our favourite products.

Some poor desperate soul absolute legend then petitioned the Kao (who owns the haircare brand) to bring it back.

The petition read: “We have scoured online auctions and shops for the last very few supplies and have paid RIDICULOUS amounts of money for old products. We have emailed the company concerned asking why, why did they discontinue our favourites with no warning!”.

Over 1200 signatures were gathered, and then it was Your Move John Frieda. The brand kindly obliged and beach hair devotees rejoiced once again.

Other cult beauty products include…

So is it worth all the hype? As someone who missed out on trying it the first time round, my experience with the product is obviously limited, but I’m going with yes. It’s perfect summer scent can only be described as if Reef Oil and Splice Pine Lime ice cream got together and made a baby. A tropical and delicious baby.

As for the actual product texture, it imparts hold without any of that sea salt spray crunch. So there’s none of that just dipped your hair into a pot of Clag glue type feeling. My only downside is that it doesn’t immediately turn you into a mermaid. TRY HARDER John Frieda.

But don’t just listen to me. Listen to the thousands of people who petitioned, bought it at inflated prices, wrote articles, and publicly declared their desperation for this product. You basically owe it to them to buy it. Or not, since they’re probably stockpiling it their basements and would prefer if you didn’t.

John Frieda Beach Blonde Ocean Waves Sea Salt Spray, $16.99 hit shelves on January 1. Check here for stockists. RUN. GO.

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