In 2006, a small group of industry innovators identified an opening in the market: the lack of a viable alternative to the traditional straighteners being used in salons at the time. Working with leading chemists and hair-care experts, they realized that the key to creating an innovative treatment that was both gentle and effective lay in harnessing the power of keratin, an essential hair protein that delivers incredible benefits, endless versatility, and a never-before-seen smoothing effect—all without breaking the bonds of the hair. And thus, Keratin Complex® was born.
Launching signature Smoothing Therapy
Keratin Complex launched its signature keratin Smoothing Therapy, Natural Keratin Smoothing Treatment™, in 2007. This patented formula (and its counterpart, Natural Keratin Smoothing Treatment for Blonde Hair), was soon joined by Express Blow Out™. These keratin treatments took the beauty industry by storm, and consequently, cemented Keratin Complex’s position as the market leader in the smoothing category.
The latest breakthrough
Our latest keratin smoothing treatment, Advanced Glycolic Smoothing System, launched in 2013, allows our company to offer customized smoothing solutions that meet the needs of every client and hair type, including an option for same-day smoothing and styling.
Keratin product collections
With the success of Smoothing Therapy, Keratin Complex saw the potential for bringing the power of keratin to the retail sector, which led to the creation of a full, keratin-enhanced at-home product portfolio that allows everyone to experience the benefits of keratin. These lines include our collection of keratin shampoos and conditioners as well as keratin-enhanced styling products—all formulated to maintain the results of Keratin Complex Smoothing Therapy treatments.
Revolutionizing the color industry
In 2012, Keratin Complex revolutionized the hair color industry with the introduction of Color Therapy™, a complete line of professional hair color inspired by our proven keratin technology. Color Therapy allows salon stylists to deliver beautiful, healthy looking hair color to meet the needs of every client.
Our award-winning keratin Smoothing Therapy was recently recognized with a Behind the Chair Stylist Choice Award for the fifth year in a row. Keratin Complex is also a beauty editor favorite, appearing on the cover of The Colorist and Modern Salon, and in top publications including Allure, Fitness, Glamour, InStyle, InTouch, Marie Claire, People, Redbook, Self, and Seventeen.
Keratin Complex continues to develop breakthroughs in keratin treatment technology with the expansion of our professional and salon retail collections, the launch of advanced styling tools, and new programs and services that build brand partnerships and enhance salon business.