Brazilian Hair Straightening

A New Approach

Brazilian hair straightening (also called Brazilian Keratin Treatment) transforms curls and frizz into silky, straight hair with plenty of volume and shine.

It is the newest method available to eradicate curl from the hair, and is considered revolutionary by some, although it has raised a few concerns for others.

It's considered revolutionary because, unlike any other chemical hair straightening process available, the results are temporary. The effect washes away gradually and your natural hair texture will return.

And... It's not damaging to the hair and can be done on hair that has been chemically treated. The process costs less than permanent hair straightening and takes a fraction of the time. Sound too good to be true? Well, there is a caveat (see below)...

How it Works

The Sedu flat iron has revolutionized the world of hair straighteners and is now considered far and away, the best of the best.

Made with Tourmaline technology which produces a huge amount of negative ions, completely smoothing your hair record fast, but without the damage of traditional heat styling.

That's what you're paying for with this iron. Not a brand name, or fancy packaging... it's all about the transformative power the Sedu flat iron has on troublesome hair. The plates glide through the hair, doing their job quickly and effectively while boosting shine in a BIG way! There are THOUSANDS of user reviews and before/after photos at Folica.com. See what others have to say about this tremendous new tool.

Sedu Ionic Ceramic Tourmaline Flat Iron

An active keratin solution is applied to the hair. Keratin is the protein that forms the structure of our hair.

After the solution is applied, it is fused onto the outer layer of each hair strand with a 450° flat iron.

This adds strength to the hair and seals in moisture, resulting in silky smooth hair with shine and body.

Typically, results last 3 months (on non-virgin hair). The treatment can be done on chemically treated hair.

In fact, it actually works best on hair that has been chemically treated in some way.

Virgin hair (in which the cuticle layer lays flat) requires a cuticle opener before the Brazilian hair straightening treatment in order for it to work properly.

Even with a cuticle opener, the results won't last as long on virgin hair (around 2 months).

If you do color your hair, it's best to have it colored right before the treatment. This will help to equalize the porosity of your hair from roots to ends so that the treatment has the most uniform effect possible.

Because the solution does not penetrate into the inner cortex of the hair, it isn't damaging in the way that permanent hair straightening is.

With permanent methods, the keratin bonds are broken within the cortex of the hair and then re-set into a straight position.

Maintenance

There are some pretty stringent rules for the after-care of a Brazilian hair straightening treatment.

Hair must not be washed, wetted, or tied back in any way for at least 4 full days. Nor can any hair products be used. If the hair kinks during that time, use a flat iron to smooth it out.

Wash hair less frequently to maintain the look longer. Remember, this is a temporary, wash-out treatment. For maximum longevity, use a shampoo that does not contain Sodium Chloride. A product with UV protection is important too. We recommend Pureology Super Straight Shampoo.
Swimming in chlorinated pools or salt water, and excessive sun exposure will diminish the life span of the treatment.
It's better to have your hair cut after the treatment, rather than before (your stylist should know this).

Subsequent Treatments

If you choose to have Brazilian hair straightening done again after it's washed out, the treatment will be applied throughout all hair again and processed the same way as the first treatment.

Traditional hair straighteners permanently re-form the bonds of the hair, so subsequent treatments are only done on the regrowth, which can make for disastrous results if not applied carefully. Overlapping can cause severe breakage throughout the hair. There is no danger of that happening with Brazilian hair straightening.

Possible Health Risks

There are concerns about the use of Formaldehyde in the keratin solution. Besides causing eye irritation (and lung irritation if fumes are inhaled), Formaldehyde has known carcinogenic properties.

While Brazilian hair straightening formulas usually contain around .02% formaldehyde, the recommended amount of the CIR (Cosmetic Ingredient Review), it is a product that isn't regulated and there have been brands with far higher Formaldehyde levels discovered upon testing. According to the CIR's findings about the safety of Formaldehyde in cosmetics...

"0.2% as free Formaldehyde, but keep to minimum; and should not be used in products intended to be aerosolized"
Source: http://www.cir-safety.org/staff_files/safewithqualifications.pdf

This is a new process that will likely become more refined (and regulated) as time goes on. As a consumer, you have a right to gather all the facts before you allow a stylist to apply this solution to your hair. Ask them what level of Formaldehyde the solution contains. Inhalation of the fumes is where problems begin, so inquire about the salon's ventilation as well.

In reality, it's probably more hazardous to the technician's health than yours. They stand above each client, inhaling the rising cloud of fumes, every time they perform this service. Certainly they'll understand your concerns about the safety of the product.

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