Keratin Earth is a unique system that is completely different than the Brazilian Keratin treatments currently on the market. Unlike the Brazilian style treatments, KERATIN EARTH does not include formaldehyde (or HYDES of any kind) nor does it include any ingredient that will release formaldehyde into the air when the product is heated. This product has been air quality tested.

Keratin Earth uses our exclusive Versaplex technology; a complex formula that includes Keratin and protective, restructuring proteins to repair your hair.

Keratin Earth safely delivers smoother hair while minimizing frizz and damage.

According to Allure Magazine, Keratin Earth "...is not only comparable to some salon treatments—it's better... The ingredients in Keratin Earth protect against heat damage and help restore the cuticle. Not only is your hair straight, but it should also feel much softer and look healthier, too."

√ Increases shine, smoothness and overall manageability of hair
√ Decreases frizz
√ Product lasts for at least 30 days
√ Prolongs the life of permanent hair color
√ Can be used on all hair types including color treated and chemically processed hair
√ Can wash hair right away...no wait time
√ Allows flexibility to wear hair straight or curly
√ Once styled, hairstyle will last longer regardless of the weather
√ Product washes out over time if not maintained with KE shampoo and conditioner
√ No "grow out" phase
√ Does not need 450 degree heat to "bake" product into hair
√ Works with a botanical extract and our exclusive Versaplex technology

Keratin Earth employs a unique combination of ingredients to safely deliver straight hair while minimizing damage. All straightening products for the hair make use of a similar 3 step regimen – hair is softened and stretched, structurally rearranged, and then set into place. It is how these steps are accomplished that sets the different straightening systems apart. Permanent straightening systems, such as hair relaxers and the Japanese straightening systems, make use of caustic actives that can be highly damaging to the hair and very irritating to the skin because of their higher pH. The trendy "Brazilian hair straightening systems" operate at lower pH conditions, but typically require the inclusion of formaldehyde at concentrations greater than 10x the concentration considered safe by the Cosmetic Ingredient Review Expert Panel (USA).

Keratin Earth provides straightening effects without having the disadvantages of the other treatments. It is carried out under essentially neutral conditions using a combination of mild ingredients and protecting, restructuring, and conditioning components. Keratin Earth does not contain formaldehyde or damaging oxidative neutralizers.