As consumers continue to flock to salons for pricy keratin treatments formulated to make locks look frizz-free and smooth, a smattering of suppliers have recognized the opportunity to create items for those willing to do the service at home. Even Sephora, seeing a need in the marketplace, went so far as to tap its own supplier to manufacture an exclusive brand, complete with customized packaging. Below, a list of several at-home smoothing treatments with a wide range of price points, length of lastability and skill required to get desired results.
Touch of Keratin “It’s like a wonderful little secret that gives consumers the ability to get more life out of their keratin treatment,” or simply address their frizz in an instant. So said Doreen Guarneri, founder of professional manufacturer American Culture, maker of Simply Smooth products.
The 2-oz. spray helps make hair refined, keeps ends from splitting and won’t make hair lose body. The item uses “only the purest, highest quality keratin, as well as natural botanicals from plants, apple pulp and vanillin. It’s not a straightening treatment,” Guarneri said.
To use, the spray should be applied directly after a shampoo (no conditioner) to towel dried hair. The user should then blow dry and flat iron her hair at about 400 degrees. Hair should be left untouched for 24 hours. “The faster you shampoo the faster it wears out,” said Guarneri.
Many users will get a month or more out the treatment, she said. The item sells for $49.95 at Guarneri’s Greenlawn, N.Y.-based salon, The Look, as well as salons across the country. She assured that Simply Smooth Touch of Keratin is made in the U.S. and certified to work within the safe levels established by the Cosmetic Ingredient Review and Health Canada. — ANDREA NAGEL
Keratin Earth Heleyne Mishan, a former fashion executive and owner of the now-shuttered Cantaloup boutiques in New York, has turned her attention to beauty. She joined her family’s business Emson Inc. in 2009 and is now charged with building the “as seen on TV” product company’sbeauty portfolio. The company’s biggest beauty push this year is Keratin Earth, billed as an all-natural, at-home Brazilian-style straightening treatment free of harsh chemicals. The formula relies on the active ingredient called trametes versicolor extract and the protein keratin.
The product is slated to launch with a two-minute informercial today, and a 30-minute informercial is expected to follow. Keratin Earth plans to distribute to key beauty retailers as well. Emson’s infomercial coupled with a retail sales approach helped the firm’s InStyler rotating hair iron sell more than two million units in less than two years.
Keratin Earth — a $79.95 at-home straightener designed to last up to three months — is a four-step system free of formaldehyde, said Mishan. It was developed with Kathleen Croddick, chief executive officer of contract cosmetics and personal care manufacturer Suite K.
The process begins with the provided Keratin Earth Shampoo and Protein Conditioner, followed by an application of the super-thick gel Straightening Therapy (which is left in hair for 20 minutes). The treatment is then washed out with shampoo and the Nourishing Masque is applied. Hair is then blow-dried straight and flat ironed. Users can wash their hair immediately afterward with the Keratin Earth Shampoo and Protein Conditioner, of course. The odorless treatment can be used once every month to straighten waves and loosen tight curls into loose waves. It also is designed to be safe on color-treated, chemically processed or relaxed hair. — MOLLY PRIOR
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