No one can deny that formaldehyde, used in Keratin and Brazilian Blow Out formula, does magic for straightening even the frizziest of hair, freeing women from short-lived blowouts and straightening irons. However, as users are becoming more aware of the potentially harmful effects of the toxic chemical—there’s a reason why people who apply the treatment wear a gas mask, and it’s toxic—brands are beginning to take note, coming up with less dangerous, alternative versions.
Bumble and Bumble and L’Oreal Professional will both be launching in-salon, formaldehyde-free hair smoothing treatments this fall, as reported at Beauty High.
In October, Bumble and Bumble will debut Concen-Straight Pro Treatment, which promises to last up to 30 treatments and can be customized to match clients’ preferred level of straightness. Fadi Mourad, the lines product developer, told WWD that they are using “a technology that consists of a gemstone blend designed to vibrate and loosen the hair’s inner S-bonds, which give it a natural curve.” An at-home treatment is also being released, called Bumble and Bumble Straight, which will include a shampoo, conditioner, and leave-in styler.
L’Oreal’s answer to the frizz dilemma is called Xtenso Moisturist. The brands director of marketing, Laurie Lam, says “We don’t compare ourselves to keratin, because keratin is a surface treatment, where you don’t change the hair. Xtenso Moisturist is indeed a chemical service.” The verdict is still out as to whether these new options will give the same super-shiny straight results as the Brazilian. But at last, it will be guilt free.