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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

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With so many keratin products on the market, choosing the right one, that provides the right results, without using chemicals is difficult. Natural and Organic hair treatments is the way the hair market is going such as Argil Therapy, which is a natural keratin treatment that uses white clay and amino acids. This keratin hair treatment is washed the same day and provides instant shine and brightness to the hair. I recommend Argil Therapy from Jean De Perle Paris. http://www.argiltherapy.com
I had been wanting to be more natural but was not liking the products I tried. I don't like the idea of formaldehyde or lye stuff. I was told about this new product called Obey and after searching around, I found it online at www.obeyhair.com. Anyway, even though I don't usually order stuff online, I decided to try it because it looked great and the price was right. You know, sometimes you just get really surprised in a good way. This stuff really works. It did just what I wanted by just softening my curl, but it reduced the bulk and I can wear it natural or curly or straight and it's so manageable and shiny. My husband absolutely loves it because now I even let him touch my hair! It has been 3 months already and it still looks the same. I'd really like to know if anyone else has tried it and what they think.
I use keratin on my curls but I've been more careful about the ingredients list for formaldehyde. Cocoa Keratin is the most natural I could find and it works really well!

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