BRAND PROFILE: Keratin Complex

Keratin Complex revolutionized the beauty industry in 2007 when a group of industry innovators discovered a new way to care for your hair by merging proven keratin science with cutting-edge technology. They created Natural Keratin Smoothing Treatment, a first-of-its-kind smoothing treatment that pioneered the way to healthy, smooth, frizz-free hair and winner of the Favorite Smoothing Treatment by Behind the Chair Stylist Choice Award for 8 years in a row. Since then, they have continued to push boundaries and remain the leaders in smoothing with a full collection of customizable keratin treatments for every hair type.

The Science of Keratin

Keratin is a protein and the major component in hair, skin and nails; in fact, 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 depletes 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 - like potholes in a road. Replenishing lost keratin helps correct porosity and smooth the hair's surface. It restores strength and elasticity - giving the hair a more youthful, healthy appearance.

What is unique about Keratin Complex Smoothing Treatments?

The innovative technology in their revolutionary keratin treatments binds keratin to the hair. This helps prevent humidity from penetrating the hair, thus locking out frizz. In addition, Keratin Complex Color incorporates this signature keratin technology into the hair-coloring process, which helps make the hair stronger and smoother as it undergoes a color transformation.

Allure Names Keratin Obsessed a "Best New Hair Product"

Keratin Obsessed Multi-Benefit Treatment Spray got its name because pretty much everyone who tested it out said they were 'obsessed' with it. And it's easy to see why. The pink bottle is bursting with keratin and packed with 30 nourishing benefits that deliver healthier hair instantly! See for yourself why Allure gives this multi-benefit treatment spray its stamp of approval.

• Eliminates frizz
• Strengthens and repairs damaged hair
• Formulated with keratin, hydrolyzed silk amino acids, and coconut oil to nourish and moisturize
• Softens and leaves the hair feeling like silk
• Increases manageability and dramatically decreases blow-dry time
• Intensifies color vibrancy
• Lightweight results
• Paraben-free and safe for color-treated hair
• Available in TSA-approved 1.7-oz travel size bottles