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Popularity and concerns about straightening options created a new generation of products and opportunities.

Struggling with challenges ranging from frizz to unruly hair, clients have searched far and wide for ways to manage their manes. But in the not-so-distant past, when they came into the salon asking to get their hair straightened, they really only had two chemical service options: a traditional relaxer or a Japanese straightening treatment.

Then, almost overnight, “keratin” became the buzzword of the beauty industry, shifting the k-word context from protein and conditioning to smoothing and straightening. This new anti-wave of popular treatments, known for giving clients with textured hair a straight, sleek look that lasted for months, became the new trend in texture management. This generated a boom of curly, wavy and even straight-haired clients running into salons to reap the “life-changing” frizz-fighting benefits, even as questions and concerns about the process were raised. Smoothing 2.0 Popularity and concerns about straightening options created a new generation of products and opportunities. Struggling with challenges ranging from frizz to unruly hair, clients have searched far and wide for ways to manage their manes. But in the not-so-distant past, when they came into the salon asking to get their hair straightened, they really only had two chemical service options: a traditional relaxer or a Japanese straightening Then, almost overnight, “keratin” became the buzzword of the beauty industry, shifting the k-word context from protein and conditioning to smoothing . This new anti-wave of popular treatments, known for giving clients with textured hair a straight, sleek look that lasted for months, became the new trend in texture management. This generated a boom of curly, wavy and even straight-haired clients running into salons to reap the “life-changing” frizz-fighting benefits, even as questions and concerns about the process were raised.