Founded in 2010, the brand set itself the goal of developing a new concept: a high-performance Brazilian straightener without formaldehyde. After months of research, they succeeded in developing a new formula based on keratin and amino acids, which smoothes and repairs the hair in a deep and lasting way. This revolutionary straightening reduces curl by up to 90% and lasts for 3 to 5 months. All their products are developed in the greatest respect of European standards. French quality is found in each of their ranges, through deep and long-lasting care and a 100% integrated packaging chain.