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September 17, 2018
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Dwell Curly, Stay Free

The newest spherical of questions I’ve been getting is a couple of therapy referred to as “Liquid Keratin.” Many curly women are asking me whether it is as protected and effective a manner of straightening at residence as the company claims it is.

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Frankly, based mostly on what I’ve heard from others and my own training as a cosmetologist, I think Liquid Keratin is a complete lot of unhealthy information and not a complete lot of anything. I have absolutely no qualms about sitting here and telling you I consider there’s a bunch of misleading vivica fox natural hair info in their advertising and they aren’t being sincere with shoppers about this product.

To begin with, what’s Liquid Keratin
The corporate says it’s a “..revolutionary patented remedy that infuses curly, frizzy, unmanageable hair with keratin protein that it’s naturally missing in just 30 minutes..in contrast to salon therapies, Liquid Keratin Doesn’t comprise Formaldehyde or dangerous chemical elements.[it] is a spray in treatment with wonderful results of straighter, smoother, stronger and longer hair instantly!”

From the above, which could be found on the company’s net site, I think we can agree customers are being led to consider it is a safe approach to straighten their hair using only a protein infusion treatment. Sadly, their advertising is deceptive for fairly just a few reasons, as I have outlined under:

1) Not everyone who has curly hair has keratin protein that’s “naturally missing.” Quite the opposite, coarse-haired curlies manufacture an overabundance of protein “naturally” in their hair on their very own. If you set more protein–particularly with a remedy like this–on prime of hair that is already protein-heavy, you should have a dry, straw-like mess on your fingers.

2) Hair is completely straightened or curled by breaking what are referred to as the “disulfide bonds” in your hair–the bonds which can be chargeable for the form of your hair strand. The advertising of this product leads customers to consider the keratin protein infusion is what’s answerable for straightening the hair; nevertheless, it is completely unimaginable 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 starts to get really attention-grabbing.
3) The corporate bills the product as formaldahyde-free. They literally scream it at you in caps: “Doesn’t include Formaldehyde or harmful chemical ingredients.” Nevertheless, if you look on the elements on their product label, you will see one close to the highest called “Biformyl.” And another title 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; nevertheless, the order of the ingredients on the product ingredient label tells me this is solely a formaldehyde-type straightener with just a little protein keratin thrown in so they can legally name it a keratin remedy as a substitute of what it actually is..a process that’s banned in lots of salons because of the risk of sickness from fume inhalation.

5) Fairly a number of women with lightened or bleached hair who have truly used this product reported it turned their coloration a horrible, brassy orange color, which they then needed to have redone. Something a pure protein therapy wouldn’t do.

So, there you might have it. This secure little at-house therapy does not seem so safe rapidly, does it And i have to surprise: what do we think would possibly presumably happen if a person with asthma or different respiration-related health issues is exposed to an aldehyde without their knowledge

My greatest problem is that this: I have a big downside with sneaky, unethical advertising and marketing. I don’t prefer it when any product manufacturer tries to drag the wool over the client’s eyes simply so they could make a buck. And i invite any consultant from the Liquid Keratin firm to handle the points above and tell us why they are not being deceptive or dishonest in their advertising of this product.

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