The Brazilian keratin treatment: a first hand account

It’s no secret that I have high maintenance hair. However, after almost 30 years of dealing with my lion mane, I’d come to accept that it was my fate to become BFFs with my hairdryer and straightener.

However, when my hairdresser suggested I try a Brazilian keratin treatment, and promised it would “change my life”, I agreed – because I’m nothing if not adventurous with my hair.

I tried to do some research online beforehand, but as there are so many different names and brands, it’s almost impossible to find someone with a similar experience. For the purposes of this review, I’ll be specifically talking about the INOAR German Brush (GHAIR) treatment.

INOAR established the Brazilian Keratin Hair Treatment in  2002, as the first line of products of Inoar Cosméticos, with GHAIR launching in 2003. You can read more about the brand’s background here.

I know two people who have recently had Brazilian blowdries – both by different brands, at different salons – with one reporting fantastic results, and the other reporting dramatic hair loss. So, I didn’t quite know what to expect when I arrived at Spoilt last Saturday morning.

What does the treatment consist of?

The process starts with shampoo, which is rinsed, before the actual active treatment is applied to your hair, with a brush in small sections. The product is heat activated, so you can expect to sit under a heat lamp of sorts, before your hair is flat-ironed in small sections. After this, your hair is thoroughly rinsed, and you’re done.

As you can tell from the label above, it does contain formaldehyde, but not an amount significant enough to cause major concern. During the blow-drying process, while the treatment is on your hair, you might feel a little burning in your eyes and nose and / or throat, but it’s temporary. I simply closed my eyes, put a towel over my nose and mouth and had a sip of water afterwards.

Bonus: it’s not tested on animals. Because, brands that still do that are silly, backward and don’t deserve to be supported.

What can you expect afterwards?

As everyone’s hair is different, results will vary. But, I went from lion-hair-mane-frizz to straight, smooth hair. My tresses are now made of magic and unicorn laughter.

Some treatments forbid you from wetting, tying up or otherwise touching your hair for 72 hours. This treatment only has a 48 hour ban on moisture, and you’re able to style your hair as desired immediately.

Theo – my hair magician – recommended getting dry shampoo, or even baby powder for the first two weeks, as your hair will likely be quite “flat” during that time, while it settles. Flatter roots = hair that gets oilier quicker.

Images below: the first is what my hair used to look like after a rough blow dry – just my fingers and a blowdrier. The middle image is what my hair now looks like, drying it exactly the same way. No brush, no GHD, nothing. The third image is my magic-new-hair getting the platinum blonde touch.

How do you look after your hair?

Simply, with a sulphate-free shampoo. Due to the popularity of this treatment, there are quite a few on the market at the moment – I went with Kevin Murphy’s Blonde Angel Wash (RRP R350), which ticked all the boxes: sulphate-free, cruelty-free and a little extra something for my newly-dyed blonde tresses. Most salons will stock a sulphate-free shampoo, but if you’re struggling to get your hands on one, I’ve found that Retailbox has quite a good selection.

These photographs were taken a few hours after the treatment, once I’d styled my hair. You can see that my fringe and roots are particularly sleek – I expect a little volume to return over the coming weeks.

This treatment can last for up to 4 – 5 months, with it gradually fading over time – don’t worry, you won’t suddenly get frizzy, curly roots popping up.

Testing my new hair against the elements

I admit, the first time I had to wash my hair, I was terrified that I’d somehow undo the magic and wash it out. I gingerly rough-dried my hair afterwards, expecting my halo of frizz to return, but instead, by simply rough-drying, my hair was sleeker and straighter than I normally manage to get it with my GHD. I may have run to the study to show my husband my new magic hair.

The next test was facing a morning of mist. I would normally step out the door with a hat, scarf wrapped high up my neck, and collar pulled high, to try and prevent any lock making contact with the moisture-laden air. Not this particular morning. With a racing heart, I bravely stepped out and braved the 400m walk to work – unarmed. I admit to checking my reflection against every car window I walked past, and immediately dashed to the bathroom when I arrived for a full mirror inspection. And, nothing. Not a hint of frizz. Just, nothing.

So, when Theo said it would be “life changing”, he didn’t undersell it one bit. Washing my hair is no longer a task I dread (along with cleaning the bathroom and ironing). My hair washing routine has gone down from an hour, to no more than 15 minutes.

How much does it cost?

The Brazilian blowdry starts at R1 200, depending on your hair type and length. I’d recommend going in for a consultation beforehand to see if your hair would be a good candidate for the treatment and also for a more accurate cost estimate. Get hold of the Spoilt hair wizards here.

Is it worth it?

Absolutely, 100% yes. I admit, because I am fortunate to receive a number of services and products at no cost, in order to review them here, I am quite fussy about where I spend my hard-earned cash monies. I did not pay for this particular treatment, but now seeing what life is like with my new magic hair, I will eat Salticrax for two weeks in order to save up to have it done again.

What do you think?

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

No Comments Yet.

Pumpkin & pesto pasta with roast vegetables
The Brazilian keratin treatment: a first hand account