As it is known, technology in the beauty industry is constantly evolving and progressing. Every year, more and more tools and procedures appear topping the effectiveness of all previous methods of hair treatment.

In particular, new substances were invented at the beginning of the 21st century in Brazil. They could straighten even the curliest and stiff hair without damaging its structure and health. On the contrary, they enriched the hair and made it healthy and shiny.

The new invention was called keratin treatment. Initially, it was thought to restore hair. Introduction of such tools revolutionized hair care and treatment because the previous hair treatment options did not produce such immediate results. The original composition of keratin treatment contained a large amount of low-grade plant keratin as well as formaldehyde (water-alcohol solution) in the amount of 9-15%.

That amount of formaldehyde allowed preserving the effect of keratin straightening for a period of 6 months to 1 year. The original composition was quite inconvenient to use during the procedure, though, because of the accompanying smoke and an unpleasant smell. However, the mixture had no rivals and produced remarkable results.

Scientists from the United States, Great Britain, and Israel got interested in these findings. They developed the technology of keratin treatment further and created a new generation of products. The latter had the formaldehyde content reduced to up to 2% which was allowed by the Ministry of Health. Later on, it was eliminated altogether replacing the component with safe formaldehyde-free substances.

Also, scientists started to enrich the new products with natural hydrolyzed keratin produced from high-quality sheep wool, natural oils and plant extracts.

In 2005-2007, keratin straightening became very popular in the US.