The allure of sleek, smooth hair has led many to explore the benefits of keratin treatments, with numerous brands offering enticing solutions for achieving that sought-after shine. As the demand for keratin straightening products grows, the market provides an impressive array of options, each promising to transform frizz-prone locks into silky, manageable strands. From well-established industry giants to emerging innovators, selecting the best brand for your keratin needs requires an understanding of both product performance and hair care compatibility. To aid in your quest for the perfect keratin treatment, we present a comprehensive list of the best brands available today. Discover our curated selection below and find the ideal match for your hair aspirations.
Illustration of keratin straightening
Best brands of keratin straightening in 2025
Brazilian Blowout
The Brazilian Blowout is a renowned brand in the keratin straightening market, known for its semi-permanent hair straightening method that temporarily seals a liquid solution, often containing formaldehyde or its derivatives, into the hair using a hair iron. This treatment is versatile and suitable for all types of hair, whether natural or chemically treated, and it can last for about three months. The Brazilian Blowout uses plant-based amino acids to deposit a protein coating on the hair, reducing frizz and enhancing smoothness. It is a popular choice due to its gentler formulation and lower risk of damage compared to other chemical straightening methods. The keratin market, which includes such treatments, is expected to grow at a CAGR of 6.0% from 2024 to 2032, reaching a market size of USD 2.66 billion by 2032. For more information on the differences between Brazilian Blowout and other keratin treatments, visit The Glam House Blog.
Keratin Complex
Keratin Complex is a leading brand in the keratin market, renowned for its innovative and effective keratin smoothing treatments. Since its inception in 2007, the company has revolutionized the industry by merging proven keratin science with cutting-edge technology, offering treatments that last up to 5 months and provide significant benefits such as eliminating frizz, increasing manageability, and repairing damaged hair. Their treatments are designed to cater to various hair types and needs, making them a favorite among consumers. The brand's products are formulated with proprietary keratin technology, ensuring stronger, healthier hair with luminous shine. Keratin Complex continues to dominate the market with its award-winning smoothing solutions.
GK Hair
GK Hair, formerly known as Global Keratin, is a leading brand in the keratin hair care market, renowned for its innovative and effective keratin straightening treatments. Founded in 2007 by Van Tibolli, GK Hair has expanded its presence to over 75 countries, offering sulfate-free and chemical-free products that incorporate Juvexin, a non-hydrolyzed keratin protein derived from plant sources like quinoa and pea. Their treatments can last between 3 to 5 months, depending on hair type and maintenance, and have been recalled in some countries due to formaldehyde content, although they now offer formaldehyde-free formulas for lighter hair types. For more information, visit GK Hair's official website.
L'ANZA Healing Haircare
L'ANZA Healing Haircare is renowned for its advanced keratin-based products, particularly the Keratin Healing Oil (KHO) line, which has broken records in the hair care industry. The Rapid Bond Reconstructor strengthens hair by more than 95% and is 98% more effective at preventing frizz compared to competitors. Since its introduction over 30 years ago, L'ANZA has pioneered cutting-edge technology, combining natural botanicals with potent actives to heal, seal, and protect hair. Their products are free from sulfates and sodium chloride, and include full-spectrum UV protectors to guard against sun damage and color fading. L'ANZA's Keratin Healing System (KHS) incorporates keratin amino acids, healing actives, and a Nano Science 102 delivery system for optimal hair health.
Cezanne Perfect Finish
The Cezanne Perfect Finish brand is renowned for its high-quality, formaldehyde-free keratin smoothing treatments, which transform unruly, curly, or frizzy hair into soft, manageable strands. This treatment can cut blow-dry time by up to 50%, is suitable for all hair types, and lasts up to five months. It is crafted with premium ingredients like Keratin B, vitamins, botanicals, and sericin, ensuring hair health and long-lasting results. The treatment is quick and painless, with no wait time to wash, color, or style after application. It is also free from harmful chemicals and unpleasant odors, making it a safe and effective choice. For more information on Cezanne Perfect Finish treatments, visit their official website.
Goldwell Kerasilk
Goldwell Kerasilk is a renowned brand in the keratin treatment market, offering a highly effective solution for achieving smooth, manageable, and frizz-free hair for up to 3-5 months. This treatment, available exclusively at salons using Goldwell products, utilizes biomimetic silk and high-potency ingredients like shea oil and Kerashape technology to transform unmanageable hair into a luxurious version of itself. Introduced in 2013, the Kerasilk Keratin treatment service has been a significant innovation in hair care, with a customizable approach to cater to different hair types and client preferences. The treatment involves a professional hair analysis and the use of specific home care products to maintain the results. With its advanced technology and sustainable approach, Goldwell Kerasilk has become a trusted name in the hair care industry. For more information on their keratin treatment service, visit the Goldwell Kerasilk overview.
Peter Coppola
Peter Coppola's brand is renowned for its innovative and effective keratin straightening products, particularly through his new company, Peter Coppola Keratin Concept, which launched in June at the Premiere Orlando trade show. His products are formaldehyde-free and aimed at anti-aging and repairing over-processed hair, with the salon line, Legacy, offering age-defying formulas that fortify the hair shaft. The treatments can reduce frizz by up to 95% and last for 3 to 5 months, making them highly manageable and easier to style. Coppola's products are versatile, suitable for all hair types, including color-treated and chemically processed hair. His goal is to have his new line sold in up to 30,000 salons by the end of 2014. To explore more about his Keratin Smoothing Refinishing Treatment, you can visit the official website.
Cadiveu Professional
Cadiveu Professional is a leading brand in the hair care industry, particularly renowned for its keratin straightening treatments. Their products, such as the Brasil Cacau line, are designed to be chemical-free, using natural ingredients and innovative green technologies to achieve smooth, frizz-free hair. Despite past controversies, such as the 2010 recall in Canada due to 7% formaldehyde content, Cadiveu has since developed new formulations that claim to be formaldehyde-free. Their treatments are suitable for all types of hair, including natural, highlighted, and colored hair, and are known for reducing styling time and enhancing hair manageability. The brand continues to invest in research and development, offering a range of hair care products that cater to various hair needs. For more information, visit the Cadiveu Professional collection.
INOAR
INOAR is a leading brand in the keratin straightening industry, renowned for its high-quality products such as the Moroccan Keratin Hair Treatment, which can last up to four months and reduce hair volume by 80 to 90 percent. Established in 2002, INOAR introduced the Brazilian Keratin Hair Treatment as its first product line, followed by the G.Hair treatment in 2003. Their treatments are formulated with ingredients like keratin, white clay, and cocoa oil, and contain 0.2% formaldehyde. These products are designed to treat and straighten damaged or curly hair efficiently and are available for purchase through various online retailers. INOAR's products are highly recommended for maintaining the results of keratin treatments and are known for their anti-static and nano-recovery effects.
Tresemmé Keratin Smooth
TRESemme Keratin Smooth is a highly regarded brand for keratin straightening, known for its ability to transform hair into gorgeously sleek and frizz-free locks. This line, which includes a gentle, lower-sulfate shampoo and conditioner infused with keratin, offers up to 48-hour frizz control and is praised for its effectiveness in humid conditions. In the UK, TRESemme enjoys a high brand awareness of 88% among hair care users, with 30% of them using the brand. The Keratin Smooth collection is designed to tame flyaways, add silky softness, boost shine, detangle knots, and protect against breakage, making it a favorite among those seeking salon-quality results at home. Its popularity is further underscored by its market performance, where it overtook P&G's Pantene in modern trade market share in 2015, with a 9% share compared to Pantene's 8.2%.
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