Often referred to as a “Brazilian Blowout,” (it’s just the name of a brand that popularized the treatment), Keratin treatments have gained popularity for the miraculous smoothing and humidity-blocking effect they have on the hair. At East Village’s Jenna Perry Salon― declared the mecca for “Hot Girl Hair” by New York Magazine thanks to clients like Bella Hadid, Emily Ratajkowski, and Maude Apatow— keratin treatment appointments start booking up as soon as the temperatures rise. “It makes your hair silky and shiny,” says Nylza Yepez, the salon’s Keratin specialist. “Even better, you never have to worry about how the weather is going to affect your hair.”
Celebrities who are reportedly a fan of the service include Meghan Markle—her former London-based hairstylist Theonie Kakoulli at Nicky Clarke told PEOPLE she does keratin treatments to maintain her currently preferred straight and silky look. Read on for answers to other questions we’re sure you’re asking about the popular treatment.
What is a keratin treatment?
“It’s a soft, smoothing treatment that takes away 100 percent of the frizz and up to 90 percent of the curl pattern in some cases,” Yepez says. “Your hair may still be wavy but very soft, smooth, and shiny.”
Keratin is a chemical treatment.
Formaldehyde is required to get the hair straight. While the chemical has a bad rap (it is a carcinogen that could possibly cause respiratory problems if exposure is frequent), doing it in a well-ventilated salon makes it safe. It is also suggested to wear protective glasses for sensitive eyes, which might start welling.
How does it work?
Plan on blocking out some time for the treatment, since it will take about three hours to do the treatment. “We use the Lasio One Day formula,” Yepez says. “It starts with a clarifying shampoo, then we blow dry, apply the product, dry again and flat iron.” When you walk out of the salon—you’ve got a whole new hair texture.
It’s not necessarily bad for your hair. “Nothing a small trim can’t fix,” Yepez says.
How long do the results from a keratin treatment last?
Up to four months.
Yepez says the first cardinal rule of keratin is much like the one we know for perm maintenance (which we all learned from Legally Blonde): “A downside for some is that your hair has to stay straight and down for 24 hours but most clients don’t mind.” Aftercare makes a huge difference when it comes to how long the treatment will last, too. “We recommend any sodium chloride-free shampoo or a very gentle sulfate-free shampoo works, too.”
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