What is keratin?
Keratin is a protein and the major component in skin, hair and nails; in fact, the hair is mainly comprised of keratin-associated proteins. Keratin acts both as an external protective protein in the cuticle (the outer layers of a hair strand) and as an internal structural protein in the cortex (the inner core of the hair that helps determine its strength).
Keratin is depleted when hair is damaged physically, chemically and/or from environmental factors, such as the sun. This keratin loss exposes the hair’s cortex, making it susceptible to additional damage, and causes porous spots to develop—much like potholes in a road. Replenishing lost keratin helps to correct porosity and smooth the hair’s surface. It restores strength and elasticity, giving the hair a more youthful, healthy appearance.
In 2006, a small group of industry innovators identified an opening in the market: the lack of a viable alternative to the traditional straighteners being used in salons at the time. Working with leading chemists and hair-care experts, they realized that the key to creating an innovative treatment that was both gentle and effective lay in harnessing the power of keratin, an essential hair protein that delivers incredible benefits, endless versatility, and a never-before-seen smoothing effect—all without breaking the bonds of the hair. And thus, Keratin Complex® was born.
Keratin Complex launched its signature keratin Smoothing Therapy, Natural Keratin Smoothing Treatment, in 2007. This patented formula (and its counterpart, Natural Keratin Smoothing Treatment for Blonde Hair), was soon joined by Express Blow Out™. These keratin treatments took the beauty industry by storm, and consequently, cemented Keratin Complex’s position as the market leader in the smoothing category.
With the success of Smoothing Therapy, Keratin Complex saw the potential for bringing the power of keratin to the retail sector, which led to the creation of a full, keratin-enhanced at-home product portfolio that allows everyone to experience the benefits of keratin. These lines include our collection of keratin shampoos and conditioners as well as keratin-enhanced styling products—all formulated to maintain the results of Keratin Complex Smoothing Therapy treatments.
SHAMPOO / CONDITIONERS / MASQUES
Keratin Complex offers a complete, well-balanced range of shampoos and conditioners to keep you hair looking and feeling great day after day – all with natural keratin. These shampoos and conditioners are designed and formulated to complement every hair type and specific need – from maintaining your therapy treatment and hair color, to clarifying and re-balancing, to gentle daily use. In addition, their line of deep conditioners and masques are formulated to achieve healthier looking hair, replenish moisture and leave your locks smooth and strong. Regardless of your hair type, our conditioners and masques are designed to target breakage, stop split ends and seal in color through intense hydration. By blending keratin and smoothing agents like shea butter, our products help all hair types restore bounce and luster and leave you with a fresh, rejuvenated look.
Protect your hair from heat, damage and breakage with our line of blow dry aids. Our lightweight formulas smooth and soften while eliminating frizz. Replenish your hair and restore elasticity with our keratin-infused replenisher or hair balm. Looking for intense hair therapy for your damaged tresses? Rebuild your hairs strength in just one application with our Intense Rx Keratin Repair Serum.