How long it’s been on the market: It was launched 2 ½ years ago and its growth during that time has been phenomenal.
What it does: Keratin Complex leaves hair shiny, smooth and silky for three months. It reduces frizz and curl up to 95 percent and works on all hair types, including color-treated hair. In addition, it contains 42 percent real keratin in the serum.
Why it’s different: Traditional straighteners (thio or lye based) change the chemical bonds of the hair. This therapy does not alter the bonds. Instead, it conditions hair while infusing natural keratin deep into the cuticle of the hair shaft while it’s open. During the process, a keratinous seal is formed around each individual hair shaft, imparting a smooth, straighter look. As a result, natural keratin is restored into the cuticle. After three months, when the keratin begins to wear off the exterior shaft, the keratin inside the shaft remains intact, leaving hair softer and healthier than before the treatment.