Something new is coming

The hair you’ve always wanted is on its way.

You know that feeling

when you’ve just left the hairdressers and are super-confident with your shiny, healthy new hair? We’re here for it.

A lot has changed since ‘Brazilian blowouts’ and ‘keratin treatments’ first became buzzwords of the hair industry back in the late 2000s.

We’ve been working with protein technology since we first launched KeraStraight, back in 2009

In that time we’ve boosted opportunities for salons (and rescued many from the perils of lockdown hair) with our quick-fix 30-day treatments, won awards with our semi-permanent strengthening and repair treatment and amazed with our luxurious shampoos, conditioners and styling products.

Strong foundations inspire us to go further

We’re all about healthy, strong and easy to manage hair and always will be. We’re firm believers that everyone should have the freedom to enjoy the hairstyle they choose - that’s part of our DNA. Our treatments and products are all about giving stylists the tools they need to be creative and that’s never for changing.

It’s almost time for your best hair ever

The time has come (almost) for even healthier, stronger and easier to manage hair, giving you even more freedom to love your hair, whatever style you choose.