Posts Tagged ‘brazilian blowout’

Keratin Companies Respond to Controversy with New Formulas

by Michelle Breyer on Tuesday, February 1st, 2011

Long Beach, CA—With recent attention spotlighting the keratin smoothing treatments and rumors that environmental groups would be picketing outside some salons offering the service—several hair-care brands unveiled new formaldehyde-free formulas and safety devices at the Long Beach International Salon & Spa Expo.

“Safety is my No. 1 concern,” said Lilly Balasanyan, president of Cadiveu USA, which showcased its new Acai Therapy formaldehyde-free formula as well as Aerovex Systems, a leading work ventilation system for professional salons doing keratin treatments, at its booth. “It’s very important to me.”

In addition to promoting formulas that are “100% formaldehyde free,” many companies also took steps to distance themselves from their Brazilian roots. Farouk named its new formaldehyde-free formula “CHI Enviro American Smoothing Treatment.”

Other companies, including Zerran International, Farouk Systems and Enjoy Hair also promoted their formaldehyde-free formulas. On its marketing materials, the Zerran Reallisse formula is described as free of aldehydes, methylene glycol, formol, formalin “or any other substance that produces formaldehyde. At the Zerran booth, a stylist poured some of the Reallisse Catalyst formula into her ungloved hand to demonstrate how gentle it is.

A few booths over, Croc introduced its Greenion smoothing system, which is 100% natural and contains no formaldehyde, aldehydes, thioglycolates or other toxic chemicals. GK Hair, formerly Global Keratin, swill be launching a new patent-formula in April called Light Tame with a formaldehyde level of 0.18 percent. It will join the company’s three existing formulas.

Gloss Moderne changed its name as well as its formulas over the past year in response to the growing concerns about formaldehyde. Originally called Brazilian Gloss, the company no longer imports its products from Brazil, instead developing its formulas in the United States. Gloss Moderne pledges to send each batch of the upcoming salon treatment, due out in January, for laboratory testing to reassure stylists and salon patrons that the formula is free of methylene glycol and formaldehyde — or any type of aldehyde.

“We found that by going formaldehyde-free, we could feel good about [promising results] of eight weeks or longer,” Kuen Rameson, founder of Gloss Moderne, told WWD.

Aware that some stylists may be wary of a brand’s formaldehye-free, aldehyde-free claims, many companies had copies of laboratory reports at their booths to prove the absence of these chemicals while others have reports verifying that their formulas fall within the safe limits set by OSHA. Brazilian Blowout, which has been the target of a lot of the controversy, had a large sign at its booth that said “proven safe by OSHA.” Based on the huge crowds of stylists at its booth, and at the Keratin Complex Booth around the corner, keratin treatments were still a major draw for stylists drawn by the frizz-fighting results and large profit potential.

Balasanyan understands that her industry’s credibility has been tarnished by recent reports that several keratin brands claiming to be free of formaldehyde did in fact have high levels of the known carcinogen. In addition to developing its new formaldehyde-free formula, Cadiveu USA has placed a call to action on the industry to update testing standards that will provide both accurate information and safety for stylists and the consumer.

Keratin-based treatments exploded on the scene over the past three years, with dozens of companies their frizz-fighting formulas and customers flocking to salons for the treatments, which cost several hundred dollars.

But as popularity grew, there were growing concerns that some formulas contained unacceptable levels of formaldehyde. The Environmental Protection Agency, the National Institute for Occupational Safety and Health and the International Agency for Research on Cancer all list formaldehyde as a suspected or known human carcinogen. Much of it started after hairstylists in Portland, Ore., reported nosebleeds, breathing problems and eye irritation connected with the use of keratin-based smoothers. That prompted an investigation by Oregon OSHA, which then issued a public alert about possible dangers related to the presence of formaldehyde in the products.

In its 30-page report issued in October, Oregon OSHA said there’s a lack of information available to stylists about the safety of keratin products, many of which it says are wrongly labeled formaldehyde-free. The workplace safety agency has initiated further testing and concluded “there are meaningful risks to salon workers when they are confronted with hair smoothing products.”

Doug Schoon, a California chemist who consults with the beauty industry on salon product safety, contends that both Oregon OSHA and Health Canada got it wrong. Schoon criticizes many reported beauty product health hazards as bad science or media exaggeration. He said the agencies wrongly tested the keratin products for formaldehyde in the bottle rather than in the air.

“I’m a scientist and chemist that has been researching and writing about salon product safety for over 20 years and have studied the use of Formalin in cosmetics and personal care products,” Schoon said in a recent posting on the ISSE web site. “I’ve been researching Formalin-containing hair smoothing products for almost two years and am considered a leading expert on this subject. In light of all of the misinformation, worry and confusion, I believe it is important to provide information that might help to clarify the situation.”

Balasanyan, and many others in the industry, do take issue with the testing criteria. She said Cadiveu conducted scientific tests at both room temperature and at 450°F to simulate the conditions of use in salons, e.g. heated with a flat iron. The results of these tests show formaldehyde levels in the product were below 0.0002% , or 2/10,000 percent—a level considered safe.

But Balasanyan says salon professionals must be educated about the safety of the products and how to create a safe work environment for both customers and salon professionals.

Mark Garrison, the owner of a salon on the Upper East Side of Manhattan that bears his name, set aside a floor for keratin treatments, equipping it with special ventilators and began providing industrial-strength respirators to his clients and stylists.

Sasha Polit, marketing manager believes the companies in her industry need to be open and honest with stylists and consumers.

“If you’re honest and transparent, people will still use the products,” she said. “But you have to give them that choice.”

Brazilian Keratin Treatments Not All Cracked Up to Be

by Chair to Chair/Shannon McCarthy on Sunday, January 23rd, 2011

shannon mccarthy

Shannon McCarthy is a senior stylist and educator for James Joseph Studio and James Joseph Salon. James Joseph Salon and Studios are the most award-winning salons in Boston with more than 30 local and national awards. James Joseph Salon has been named one of the Top 100 Salons in America by “Elle” magazine, and James Joseph Studio has been named the Best Affordable Salon in Boston. James Joseph has also been one of the Salon Today 200 three times.

The demand for permanent hair straightening or a “miracle” product is somewhat overwhelming. There are so many straightening products out there that navigating the risks and benefits to fit each individual can be a difficult task. The Brazilian keratin treatment is the latest and greatest in permanent hair straightening. The results are truly amazing and initially extremely exciting for someone who has wanted straight hair all her life. This is exactly the type of client I think is a perfect candidate for this treatment. I have trouble wanting to sell this treatment to anyone else. Since this craze has come into the salons, I have seen extreme variance in the lasting effects. The keratin treatment that is marketed to last 6 to 8 months can be a bit deceiving. I have seen cases where 3 years have passed and the clients curl is still not the same. Will it ever be? To attempt to classify all types and textures of curly hair into one does not make sense to me. As stylists, we know that curly hair is a very complex thing. Curls vary from person to person.

For someone who has very thick, wiry hair, yes this treatment may be gone in 6 to 8 months. I have seen cases where it is not. With that being said, can you even begin to estimate what the time table will be for someone with tamer hair? I think that keratin treatments are great but inconsistent on their lasting effects. As a stylist, I am uncomfortable giving my clients unreliable information. When thinking about the chemical controversy with the treatments in relationship to the varying results, I choose to stay away all together. When I see that people are wearing face masks while doing the service, I think “Is it really worth the risk?” They say that it is chemically safe for the clients because they are not getting the smoke from the iron billowing in their face. I am not fully convinced. What happens to the stylist that does 6 or 7 treatments a week for a year? I know some stylists that do 10 a week.

I have talked previously about being a fan of embracing curls. This could be why I am so opposed to these treatments. The reality is that there are many different types of curls and many different clients who have them. As stylists, it is our job to give clients the facts. No matter where your opinions lie, as long as you are up to speed on the latest improvements or discredits of straightening trends, you will have clients who thank you for your knowledge and honesty instead of trying to make a quick buck.

Brazilian Keratin Treatment: A Dangerous Price to Pay for Beauty

by Susonnah Gonzalez on Monday, January 10th, 2011

Burning eyes, nosebleeds and chest pain—these are just some of the symptoms that stylists experience when they perform certain Brazilian keratin treatments on clients. When Brazilian keratin treatments first appeared in salons, they took consumers by storm. Everyone wanted to try the revolutionary treatment from Brazil that worked miracles, transforming even the tightest curls into loose, silky strands.

Brazilian blowout results

Brazilian blowout results

The Brazilian Blowout, one of the biggest name brands for Brazilian Keratin Treatments, is a 90-minute long procedure aimed at smoothing the hair with a “Brazilian super nutrient complex.” Using keratin, the blowout is supposed to build a protein layer around the hair, leaving it frizz-free and in healthier condition than before the treatment. The effects of Brazilian keratin treatments are supposed to last about twelve weeks, but the glamour lasted only till 2007, when “Allure” magazine released an article exposing the presence of formaldehyde (a human carcinogen) in the Brazilian Blowout treatments. Ever since, more and more stylists and consumers have been skeptical of Brazilian keratin treatments, specifically the Brazilian Blowout products.

Valerie Martin, master stylist at Ritual Salon in Austin, Texas, is one of the stylists who is saying no to Brazilian blowout treatments. Martin and her fellow stylists grew weary of the product after experiencing shortness of breath and watery eyes while performing the treatment. But after watching a feature on “Good Morning America,” Martin put her foot down. The report showed that air samples of two separate salons using Brazilian Blowout contained 8-10% formaldehyde, an alarming result, considering any hair solution containing more than .1% of formaldehyde is considered potentially hazardous and must be reported to stylists by the manufacturer.

Prolonged exposure to formaldehyde can cause cancer, but more immediately, it causes eye and lung irritation.

“I could taste it in my mouth,” says Martin about the treatment. “All my clients had watery eyes, and I even had an air purifier next to them!” Martin no longer offers the Brazilian blowout, and is very skeptical about Brazilian keratin treatments in general. “There are a lot of keratin treatments that say they don’t have formaldehyde, but if you look at the ingredients it says aldehyde. They can call it something else because they changed the ingredient a little bit. But it’s pretty much formaldehyde,” says Martin.

Anna Craig

Anna Craig

Formaldehyde takes on many names, including methylene glycol and formalin, which is a liquid form of formaldehyde. Many companies are hiding the presence of formaldehyde by substituting it for other names, the most commonly used name being methylene glycol. It is released into the air as formaldehyde once it comes into contact with heat. It’s ironic, considering that the most important step in the Brazilian keratin treatment, the application of heat to seal in the keratin, is in fact the most dangerous one.

Anna Craig from Trashy Roots Salon in Round Rock, Texas, avoids the danger altogether. Craig used the Brazilian Blowout products until it created thick smog that lingered in her salon. When Craig and her employees tried to take a picture of the smog, a thin film veiled the lens. The smog was unbearable, and so were the side effects.

“Our stylists started talking about the smog, and how it was affecting us. One of the stylists got sick. It was bothering her eyes, and she wasn’t feeling well.”

Before banning the Brazilian Blowout in her salon, Craig and her stylists attended a class aimed at teaching stylists how to properly use the product. The instructors urged the use of ventilators and air purifiers, but Craig protested. “We don’t want clients seeing that we need air purifiers to provide a service.” After doing some research, Craig decided against using the product at all. Trashy Roots Salon strives to be environmentally friendly by providing all natural, organic products. “We decided that it is totally against everything that we stand for.”

Mark Garrison

Mark Garrison

Anna Craig isn’t the only one standing up to the Brazilian blowout and other Brazilian keratin treatments with formaldehyde. Most European countries have banned the sale of Brazilian Blowout products, and Australia has banned the use of the Keratin Complex Treatment by Coppola. Even closer to home, Health Canada has banned the Brazilian blowout and is stopping product distribution to Canadian salons. Efforts to ban the Brazilian blowout treatment in the U.S. are limited to movements within individual states. In November of 2010, the Attorney General of California filed a lawsuit against Brazilian Blowout, claiming that the company failed to warn consumers of the presence of formaldehyde in their product. Not only did they fail to warn consumers, but the president of Brazilian Blowout repeatedly told the press that their product is formaldehyde-free.

Mark Garrison, owner of the Mark Garrison salon in New York City, doesn’t take any chances in his salon. Garrison offered the Brazilian blowout treatment in his salon until the Oregon OSHA (Occupational Safety and Health Division) issued an alert about the presence of formaldehyde in the treatment. Before then, Garrison designated the entire fourth floor of his townhouse sized salon to providing Brazilian keratin treatments. Garrison was ahead of the game, and in 2006 he built his very own keratin treatment room. Spending $7,000 on a ventilation system and masks, Garrison built the room because of the particular controversy that surrounds the Brazilian keratin treatments.

“I do everything by the book to make sure that my client and stylist are safe,” says Mark Garrison. The salon provides both the client and the technician with a mask equipped with special canisters rated for formaldehyde gas. For further protection, the client is placed under a hood that collects the vapor and ventilates the room. But building the room alone did not reassure Garrison. Taking matters into his own hands, Garrison conducted an independent study testing the amount of formaldehyde in Brazilian keratin treatments.

“I did a vapor test with Brazilian Blowout. We had a pump pumping the air and registering how much formaldehyde is in the air,” explains Garrison. “My test proved that it has formaldehyde.” After completing the study, Garrison brought it to the attention of the CEO of Brazilian Blowout, who insisted that their product was free of formaldehyde or any of its derivatives. “In the end, it was a lie,” says Garrison. “Very few companies have been straightforward with their consumers.” However, after testing the level of formaldehyde in several products, Garrison favors the Lasio and M&M Teixeira keratin treatments. Garrison still requires that every keratin treatment be given in his keratin treatment room. “Just to be safe, we take that extra step.”

However, most salon owners do not have the resources Mark Garrison has to take such precautions. Instead, many stylists are limiting the keratin treatments they offer to brands they know and trust. Anna Craig from Trashy Roots offers Pravana Keratin Fusion Texture Control, while Valerie Martin from Ritual Salon instead offers Dikson Keratin Treatment, both products being formaldehyde-free. Unfortunately, this is one of the only measures that stylists can take in order to protect their health, as FDA regulations make it very difficult to ban keratin treatments with formaldehyde in the U.S. However, consumers can take part in the movement to stop sale distribution of harmful hair treatments by educating themselves. “Do your homework and be aware of what is in your keratin treatment before you get it done,” says Martin. “At what cost do people want to look good?”

Statement Released About Brazilian Straightening

by CurlStylist on Monday, November 15th, 2010

Recently, Cosmetologists Chicago released a statement concerning the debates going on around Brazilian straightening systems.

In the past three years, a new salon service originating in Brazil has taken the industry by storm. Even in these economically difficult times, women (and many men) with curly, unmanageable and often frizzy hair have turned to their hairstylist for a service that straightens the hair and leaves it healthy-looking, silky and manageable for up to four months. Unlike other straightening systems, this Brazilian-born treatment infuses keratin between the cuticle and the cortex of the hair shaft that is then sealed in with the use of a high-heat flat iron.

A by-product of this service is the escape of the formaldehyde vapors into the air during the flat-iron process. Formaldehyde is a naturally occurring substance detected in everything from fruits and vegetables to cosmetics and building materials.

Some available products claim to be free of formaldehyde; others maintain the formaldehyde levels in the products and in the vapors released during the service easily meet OSHA toughest safety standard, the “Action Limit” (<0.5 ppm for an 8-hour workday), yet salon exposures seem to be well within the zone where eye, nose and throat irritation become possible (~0.1 ppm for an 8 hour workday.) This is best addressed and prevented by using proper and adequate ventilation.

“We believe it is vital to disclose client protection practices being observed in the salon that are proven to be safe for salon use,” says Paul Dykstra, CEO of Cosmetologists Chicago and America’s Beauty Show. “We urge salon teams to incorporate safety procedures into their daily and weekly schedules, especially when it comes to chemical services.”

Texture: Giving Clients the Texture They Want

by Michelle Breyer on Wednesday, September 1st, 2010


Learn more about Texture!, a collaboration between CurlStylist, NaturallyCurly and Modern Salon

What if there was a product that allowed you to give clients exactly what they want? It could be used to straighten, loosen or defrizz waves and curls without damaging hair or creating an awkward grow-out period. What if this product could be used on any hair type to make the hair softer and shinier? And what if it boosted profits for salons and stylists by creating an entirely new market?

That product, say some stylists, now exists. Keratin treatments have exploded onto the scene, generating buzz among consumers and stylists alike.

A Cure for Frizz?

Keratin Complex Treatment

Three years ago, a handful of keratin companies existed—pioneers like Brazilian Keratin Treatment by Marcia Teixeira, Keratin Complex by Coppola and Global Keratin. At July’s 2010 Cosmoprof North America show in Las Vegas, there were more than 40 companies offering keratin treatment products, from large hair-care companies to small start ups.

“To have a product like a keratin straightener is a breakthrough,” says Stephanie Kocielski, a John Paul Mitchell.

Keratin Complex Products

Not so long ago, the only option to remove texture in the hair was to use a product containing sodium hydroxide—lye. Next came relaxers containing ammonium thioglycolate (nicknamed “thio relaxer”), a gentler service.

Most recently, those opting for a straighter look flocked to Japanese thermal reconditioning, a chemical process that permanently alters the internal structure of the hair shaft, rendering it totally straight. Thermal reconditioning (TR) was an all-or-nothing proposition, and many women with texture weren’t willing to commit to it.

But keratin treatments have not been without their share of controversy, either. When they first came on the scene, the formulas contained formaldehyde—sometimes in high concentrations. Formaldehyde is listed as a carcinogen by a number of health and safety agencies. Now many of the treatments are lower or free of formaldehyde and aldehydes, a family of compounds that straighten the hair. Many of the aldehydes are naturally derived and less toxic than formaldehyde. Additionally, some stylists and clients may wear masks to protect themselves from any irritants.

A World of Options

Global Keratin Products

Today’s new wave of relaxers, silkeners and smoothers give clients and stylists more choices than ever.

“It’s all about making your texture—whatever it is—better,” says Sasha Polit, marketing manager for Global Keratin Smoothing System. “If you want to change the texture, we offer that option, but if you want to work with your natural texture, we also offer that option.”

Global Keratin offers Light Wave, for those who want to keep their natural texture; Curly, for those who want more straightening capability; and Resistant, for the straightest look.

Methods vary, but the most commonly-used keratin treatment involves the stylist washing a client’s hair with a clarifying shampoo, applying the keratin treatment and then using a flat iron to straighten the hair and “seal” the treatment.

Global Keratin Before


“In the past, there weren’t a lot of options,” says Darby Shields, associate artistic director for ISO, which developed the Maintamer, a semi permanent retexturizer that softens and smooths naturally curly or previously permed hair. “You either had floppy hair, curly hair or straw hair. There wasn’t a lot in between. It was a big decision for people to do something so permanent with their hair. Maintamer is reversible the next day.”

Global Keratin After


With variety of new options comes an increased need for communication between stylist and client.

“When they start asking about a treatment, you have to dig deep into what they really want,” says Amanda Jenkins, master stylist and education director at Arrojo Studio. “Can they achieve it without a chemical treatment? I ask my clients to bring in pictures so we’re both very clear about what they’re expecting. It’s all about the consultation.”

Sleek Service

Some clients may want their hair completely straight. In that case, Kocielski says she may suggest The Relaxer by JPMS, a sodium hydroxide relaxer that eliminates curl. “Some people think they’ll be able to wash their hair and it will dry straight, but that’s probably not the case with a keratin treatment,” she says. “Keratin treatments can condition and soften the hair, but they don’t always straighten it.”

Price is also an important consideration. Keratin treatments and other types of chemical relaxers cost several hundred dollars, and may need to be redone every three to five months.

For the stylist, keratin treatments have provided a way to make their clients happy and boost their profit margin at the same time. One 32-ounce bottle of the KeraFusion System from De Fabulous can generate $4,000 for the stylist, says Rebecca Letizia, marketing director of De Fabulous.

BKT Products

In addition to the in-salon treatments, companies like Keratin Complex, Global Keratin and Marcia Teixeira Brazilian Keratin Treatment offer maintenance products designed to extend the life of the service and enhance the results. These products can also boost retail sales for the salon.

“These clients will come back every three to five months,” Polit says. “The more they use the product, the shinier, softer and more manageable their hair will be. You’re building
a client for life.”

The PhytoSpecific PhytoRelaxer relaxes or texturizes all hair types with a non-chemical formula. It comes in two levels: one for fine, delicate hair and one for coarse, resistant hair.

Smooth Operators

Here are a few of the keratin treatments available on the market today:

Keratin Complex Smoothing Therapy by Coppola: Keratin Complex Smoothing Therapy was founded by stylist and salon owner Peter Coppola. The therapy eliminates up to 95 percent of frizz and curl and instantly adds shine and condition to the hair.

Marcia Teixeira Brazilian Keratin Treatment: This treatment is for all kinds of hair to leave it soft, shiny and frizz-free for up to four months. It can be used safely on just about any type of hair—dry, frizzy, overprocessed, color treated, ethnic unprocessed virgin hair.

Pravana Kerafusion Keratin Treatment: This salon service permanently transforms coarse, curly, unruly hair to smooth, straight and shiny. Or, it makes fine, limp hair voluminous. It contains no thio, no sodium hydroxide, no formaldehyde, no aldehydes. As part of the Keratin Fusion service, Pravana’s Thermal Insulator protects the hair during the texture control.

Brazilian Blowout: Through the use of a Brazilian Super Nutrient Complex and a proprietary polymer system, the Brazilian Blowout improves the condition of the hair by creating a protective protein layer around the hair shaft to eliminate frizz and smooth the cuticle. Results last up to 12 weeks.

Global Keratin: The Juvexin Hair Taming System incorporates a keratin formulation which protects the hair and prevents damage to hair surface. The system is an organic, active complex component, delivered to the hair in its raw, natural state. Amino acids and proteins remain whole to condition hair and protect it from damage caused by environmental factors.

ISO Maintamer: ISO Maintamer Straightening System is a two-step straightening system that smoothes coarse hair, taming unruly curls and waves, un-perming ends and controlling frizzy hair. Maintamer uses a damage-free, thio-free, lye-free Isoamine technology that processes primarily within the cortex of the hair, to minimize damage to the cuticle while altering the pattern of naturally curly or previously permed hair to soften and smooth.

La Brasiliana: Intense treatment that softens, smoothes and relaxes all hair types. Available in Original, Apple and Mocha varieties.

PhytoSpecific PhytoRelaxer: This non-chemical relaxer relaxes or texturizes all hair types. Formulated with molecules from egg and soya, it is odorless and does not contain lye. It’s available in two levels: for fine, delicate hair and one for coarse, resistant hair.

Pravana Creates a Beach Wave Contest Craze

by CurlStylist on Monday, March 22nd, 2010

Wave bored? Hop onto the hottest trend and ride the wave with the newest in texture services, Pravana’s Beach Wave. To celebrate the launch, Pravana is holding the Beach Wave Contest, which began on January 12, 2010.

To enter, go to Pravana’s web site and post photos of your best Beach Wave with a brief description of how you achieved the look. Winners will be selected based on overall creativity and beauty of the finished style. The winner will receive a Pravana Glam Kit worth more than $1000 including a Hair Color Collection, Sulfate Free Shampoo and Conditioner, a variety of Pravana Styling products and much more. Make sure to submit your wave by May 30, 2010. The winner will be revealed on June 11, 2010.

Read more about Pravana’s Beach Wave treatment.

Pravana Naturceuticals is a unique hybrid that combines the power of nature with the technological innovation to create a new professional hair care standard. It’s proprietary Naturceutical Complex utilizes nine Meso-American botanicals that nourish and promote hair’s health and wellness and three advanced hydrolyzed proteins to increase strength, elasticity and shine. Formulas contain silk proteins, human hair keratin, and wheat proteins. There are zero phthalates, and absolutely no animal by-product ingredients. Shampoos are sulfate free and sulfite free. All products are free of MEA and DEA and meet the strictest environmental regulations.

Pravana Launches Beach Wave — The Latest in Salon Texture Solutions

by CurlStylist on Monday, March 22nd, 2010

Enter Pravana’s Beach Wave contest.

There is a new trend splashing onto the scene and only Pravana has the newest salon service, product solution and tool to give clients the hottest in hair. The Beach Wave is the answer to the texture tressed looks your clients are spotting in the pages of fashion mags and red carpet. From the music scene to the fashion scene and all the way to Tinseltown, girls in the know like Lauren Conrad, Kate Hudson and Vanessa Hudgins are wearing waves.

Pravana’s Beach Wave is a semi-permanent texture solution that is thio-free, color-safe, and easier and faster to use. Formulated with Keratin Fusion Retructuring Serum, The Beach Wave infuses the hair with silk and human hair keratin to strengthen, protect and add shine to the new tousled do. Exclusive Beach Wave blocks allow for soft subtle waves that can be worn natural or styled with a curling iron for a more elegant, tighter curl.

Pravana Naturceuticals is a unique hybrid that combines the power of nature with the technological innovation to create a new professional hair care standard. It’s proprietary Naturceutical Complex utilizes nine Meso-American botanicals that nourish and promote hair’s health and wellness and three advanced hydrolyzed proteins to increase strength, elasticity and shine. Formulas contain silk proteins, human hair keratin, and wheat proteins. There are zero phthalates, and absolutely no animal by-product ingredients. Shampoos are sulfate free and sulfite free. All products are free of MEA and DEA and meet the strictest environmental regulations.

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