exactly!! i remember reading about that in your book and i just can't figure out how stylists along with the companies are saying that keratin straightens hair! we all learned this in junior room perming! and i get that companies lie but wtf?? "simply straight" is what our salon offers and i just can't figure out a) how the company is getting away with it and b) why the owner/stylist doesn't understand the process they're doing.
so, it's like ammonia free color then? there's still a derivative in there.
there's no formaldehyde but a derivative that's breaking the bonds?
i imagine the straw outcomes are from coarse curlies.