Over the past several years, the beauty industry has been revolutionized by the introduction of keratin smoothing treatments. With an ever-growing demand for this texture management solution, the keratin market has flourished. In just the past two years, the keratin landscape has undergone a rapid evolution bringing with it not just new treatments, but also a suite of keratin-infused retail products and tools geared toward providing and maintaining smoothing solutions for all textures of hair. As keratin smoothing treatments have evolved, so have consumer need and demand for aftercare products.
The Evolution of Smooth
Keratin treatments were first introduced to the market as a nonpermanent solution for those who wanted to straighten their textured hair. There are now a plethora of available keratin options ranging from in-salon thermal applications to retail products that allow clients to choose from a variety of finished looks, from frizz free curls to sleek, smooth hair. “When GK Hair was founded, we had a high demand for poker straight hair,” explains Ashley Fenice, marketing coordinator for the company. “Everybody wanted the sleek, super-tamed look. Today’s consumer now is mainly looking for flexibility. More and more women are starting to embrace their curls and they want to be able to easily change from curls to straight hair.”
The keratin retail product and aftercare market has evolved as a response to the shift in demand.“It’s no longer about having just straight hair,” says Farouk VP of Shows and Education, Lisa Marie. “Clients want controlled volume and body. Keratin products are about providing your clients with the versatility to wear their curls naturally or blow dry them straight in a fraction of the time it formerly took, while making sure that the hair stays healthy and the treatment lasts.”Read More: Texture! Behind the Cover