Even though I arrive at the studio at 11 a.m., most of the crew has been hard at work since eight in the morning — and that doesn’t count the prep time from the day before. In order to get the models’ hair in tip-top shape, the Nioxin crew spent close to four hours coloring, treating, cutting, and styling the models’ hair the previous day.

The models arrive with their hair in rollers, and I feel particularly bad for model Donna, who spent a very sleepless night with close to 30 rod-curlers in her hair. “It was really uncomfortable. I’m looking forward to a good night sleep tonight,” she says. But even without sleep, Donna looks amazing. No dark under-eye circles or sign of fatigue, which is probably what makes her a good model.

As for the products they actually use, it’s only the brand’s. I even peeked around the set for a rouge hairspray or shine spray, but no luck. I guess they are serious about “preserving the brand’s integrity.”