During a recent trip to Sao Paulo, I noticed something peculiar: High on almost all of my fellow visitors’ itineraries was visiting a salon to get the so-hot-right-now Brazilian hair straightening treatment.
The process is known for its lack of harsh chemicals and use of keratin, a protein that is believed to make hair shinier, stronger, and sleeker. It's also known for its high price tag and scant availability—that is, unless you have the luxury of taking a “personal day” and traveling to Brazil for beauty reasons.
Not any more. The brand Liquid Keratin has turned the treatment into a take-home procedure, with a starter kit that will get you smooth hair in 30 days. The four-step process includes specially formulated shampoo, conditioner, leave-in conditioner, and the keratin-infused treatment. The key, it seems, is following directions—especially the final step, which is flat ironing your tresses after application to ensure that the keratin peptides seal the hair shaft.
We were fairly skeptical that the products could deliver results until we took the kit home and tried it ourselves. Turns out that getting stick-straight hair without stepping foot into a salon is not a figment of our imagination. The products also work with curly hair, vanquishing frizz while making tresses more manageable. Best of all, the Liquid Keratin treatment has staying power; one application will get you about six weeks of silky hair.
With the money you save ($69 versus a $400 treatment at a salon), you just might have enough to finally book that trip to Brazil.
REBECCA WILLA DAVISLiquid Keratin 30 Day Straight Smooth Strong & Long Treatment Starter Kit - $69 at beauty.com
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