New Smoothing and Straightening Serum from David Evangelista

By Anne Moratto | 03/01/2013 10:53:00 AM


Celebrity Hairdresser David Evangelista created the popular “Makeover Monday” segments on The Rosie O’Donnell show, where he received five Daytime Emmy nominations.  He has also created his eponymous hair care line "bottling" 20 years of experience into hair care treatments and formulas.

click image to zoom New Smoothing and Straightening Serum is a daily smoothing treatment with a blend of argan oil, hemp and vegetable protein, and features Vegetable Protein Technology to mimic Keratin.

--Humidity and frizz resistant.
--Keratin-free. Formaldehyde-free
--Blow dry in less time, coats hair for damage protection from blow drying
--Soft clean feel to hair

Usage: apply to towel dried, shampooed and conditioned hair. Use a nickel size for short hair; quarter size for long hair. Distribute evenly throughout hair. Blow dry smooth.

Learn more at 







Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at


Comments (0) Leave a comment 

e-Mail (required)


characters left

Feedback Form
Leads to Insight