Testimonial on the Keratin treatment

Brazilian keratin treatments promise sleek, healthy locks

THE NEW YORK TIMES NEWS SERVICE
August 28, 2007 - 10:58PM
After 14 years of relentless highlighting, bleaching and chemical straightening, Deborah Epstein, 32, a law student from Forest Hills, Queens, New York City, had ruined her unruly brown curls. Dull, brittle and difficult to style, her hair was so fragile a ponytail holder could snap it off. Moreover, all it took was a molecule of moisture and her hair frizzed. And no amount of expensive products, deep-conditioning treatments and weekly salon blowouts could tame her mane. But in April, Epstein tried the Brazilian Keratin Treatment at the nuBest Salon and Spa in Manhasset, N.Y. The results were so spectacular, she wept. “I got very emotional,” she said. “It was mind-boggling how beautiful my hair looked: straight, shiny, sleek and more important, healthy. I have no products in my life now. I wash my hair, air-dry it and then the last 10 minutes, I blow it and it’s pin-straight.” Such a gushing testimonial is not unusual, stylists say. “For a woman who had a thorn bush for hair and now it’s like silk, well, we’re talking revolution,” said Mark Garrison, who offers the treatment at his salon in New York. Originating in Brazil, the treatment has become widely available here only in the last six months. While it appears that no major American hair or beauty companies are now selling it, a cottage industry of hairdressers has emerged, importing the product from Brazil or creating their own formulations. So far, the brands include Brazilian Keratin Treatment, Brazilian Hair Straightening and Brazilian Blowout. “Right now, it’s blowing everything away,” said Meryle Nemeth, the nuBest stylist who administered Epstein’s treatment, one of about 500 she’s done since February, when it became available at the salon. “I’ve never seen anything take off like this as far as relaxing hair. Everyone wants it for summer, for affairs, for weddings. I’m talking all ages, 12-year-olds to 70-year-olds.” Sarah Brown, the beauty editor of Vogue, said the treatment is perfect for those with tumbleweed hair who are trying to simplify their lives. “For people who can’t master a salon blowout at home or go get a weekly blowout, a treatment like this is seriously liberating,” she said. Technically, it is neither a relaxer nor a straightener, both of which use caustic chemicals to change the texture of the hair. The Brazilian can be used on most hair types, even the previously color treated, without causing harm, proponents say. Treatment takes 1 ½ to 4 hours, and costs $150 to $600, depending on the length and thickness of the hair (Colorado salons cited prices ranging from $150 to $200). A stylist applies a solution made with active keratin, a protein akin to a component of human hair. Using a 450-degree iron, the hairdresser seals the formula onto the outer layer of the cuticle. The formula adheres to the cuticle’s inherently rough edges. Thus, it is said, it traps moisture, hydrating the hair, and adds a glossy veneer. The results last six weeks to a few months, depending upon how frequently the hair is washed. There are risks. There’s the hot iron. And the formula often contains formaldehyde, a known carcinogen that can irritate the eyes and lungs if the fumes are inhaled. Go to www.brazilian keratin.com or www.brazil ianhairstraightening.com to find a salon. Uncurliness comes with a caveat. Emily Dougherty, beauty editor at Elle, warned: “You need to do due diligence and challenge your stylist. Ask questions about where this chemical cocktail is coming from.” Only two Colorado salons currently offer Brazilian hair straightening, according to the two Web sites mentioned in the story: I. Cappelli Salon in Parker (1-303-773-3315) and Salon Belvedere in Denver (1-720-904-0330).



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