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September 18, 2018
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The most recent round of questions I’ve been getting is a couple of remedy referred to as “Liquid Keratin.” Many curly girls are asking me whether it is as protected and effective a approach of straightening at house as the corporate claims it’s.

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Frankly, based mostly on what I’ve heard from others and my own coaching as a cosmetologist, I believe Liquid Keratin is a complete lot of unhealthy information and never a complete lot of anything. I have completely no qualms about sitting here and telling you I believe there’s a bunch of misleading information of their advertising and marketing and they don’t seem to be being honest with customers about this product.

To begin with, what is Liquid Keratin
The company says it’s a “..revolutionary patented treatment that infuses curly, frizzy, unmanageable hair with keratin protein that it is naturally lacking in simply 30 minutes..in contrast to salon remedies, Liquid Keratin Does not contain Formaldehyde or harmful chemical ingredients.[it] is a spray in therapy with superb results of straighter, smoother, stronger and longer hair immediately!”

From the above, which could be found on the company’s web site, I think we will agree customers are being led to believe this is a secure strategy to straighten their hair utilizing only a protein infusion therapy. Unfortunately, their advertising and marketing is deceptive for quite just a few causes, as I’ve outlined beneath:

1) Not everybody who has curly hair has keratin protein that’s “naturally lacking.” On the contrary, coarse-haired curlies manufacture an overabundance of protein “naturally” of their hair easy hairstyles to do for school on their very own. If you set more protein–particularly with a therapy like this–on top of hair that’s already protein-heavy, you should have a dry, straw-like mess in your hands.

2) Hair is permanently straightened or curled by breaking what are called the “disulfide bonds” in your hair–the bonds that are chargeable for the form of your hair strand. The advertising of this product leads customers to imagine the keratin protein infusion is what is responsible for straightening the hair; nonetheless, it is completely inconceivable for protein alone to break disulfide bonds to permanently straighten curly hair. That takes chemicals similar to sodium hydroxide, ammonium thioglycolate..or, formaldehyde.

And here is the place it begins to get really attention-grabbing.
3) The corporate payments the product as formaldahyde-free. They actually scream it at you in caps: “Does not contain Formaldehyde or harmful chemical components.” Nevertheless, when you look on the ingredients on their product label, you will see one close to the top referred to as “Biformyl.” And one other name for biformyl is oxalaldehyde, which happens to belong to the group of organic compounds referred to as aldehydes..a gaggle to which formaldehyde also belongs.

4) There may be protein on this treatment; nonetheless, the order of the ingredients on the product ingredient label tells me this is simply a formaldehyde-sort straightener with a little bit protein keratin thrown in to allow them to legally name it a keratin therapy as a substitute of what it actually is..a process that is banned in many salons because of the chance of sickness from fume inhalation.

5) Quite a few women with lightened or bleached hair who’ve truly used this product reported it turned their coloration a horrible, brassy orange color, which they then wanted to have redone. Something a pure protein remedy wouldn’t do.

So, there you’ve gotten it. This safe little at-house remedy doesn’t seem so secure abruptly, does it And that i have to surprise: what do we think would possibly probably occur if a person with asthma or other respiration-associated well being issues is exposed to an aldehyde with out their knowledge

My biggest situation is this: I’ve a big problem with sneaky, unethical advertising. I don’t prefer it when any product producer tries to pull the wool over the client’s eyes simply so that they could make a buck. And that i invite any consultant from the Liquid Keratin firm to deal with the factors above and inform us why they don’t seem to be being misleading or dishonest of their advertising of this product.

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