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Here’s Why You Should Switch to Non-Toxic Keratin Treatments

While there isn’t enough evidence to blame smoothing keratin treatments on the development of cancer in women, the facts show that toxic ingredients lurking in keratin treatments are nonetheless extremely harmful. The safest alternative doesn’t mean breaking up with keratin treatments for good, it just means switching to a non-toxic keratin treatment. Pura Luxe is the revolutionary smoothing system for all hair types that allows you to tame your texture without toxicity. To answer your burning questions about the process, we tapped Pura Luxe ambassador and non-toxic hair colorist Tania Whittier from Mèche Salon in Beverly Hills. Keep reading to discover the benefits of switching to a non-toxic smoothing treatment, the ideal candidate, and more from Tania.

Non-Toxic vs. Traditional Kertain Treatment

A non-toxic keratin treatment is different than traditional keratin treatments because it works from the inside out with the addition of amino acids. Keratin is just a small part of the structure of hair, it is only one part of one amino acid. Traditional keratin treatments (Coppola, Brazilian Blowout, etc.) use formaldehyde in the treatment. The formaldehyde allows the keratin to adhere to the hair with the use of heat which is why it is so toxic. It also acts as a finishing agent to give a false sense of shine, but over time it creates dry brittle hair, especially at the ends.

The presence of amino acids in Pura Luxe creates keratin-rich hair, making it stronger, shinier, and healthier. Infrared lights gently open the cuticle allowing Pura Luxe to enter the cortex of the hair, working from the inside out. Once it has been processed (similar to how color processes), we rinse the hair completely then blow dry and flat iron. No watery eyes, no toxic chemicals.

Side note: I have recently been hearing terrible stories from other hairdressers who have had serious health issues, including cancer from these toxic treatments. Single mothers who feel they need to keep doing them because they pay the bills. This fills my eyes with tears! We must do everything we can to help people know that there are options that work. I want to help my fellow hairdressers and mommies out there. It can be better.

Ideal Candidate for a Non-Toxic Keratin Treatment

Basically, everyone is an ideal candidate. If there is something you don’t like about your texture we can address it. The other thing that’s nice about Pura Luxe, in particular, is that we can formulate different treatments for different results. We don’t all have the same hair and we don’t all want the same hair, so why should we all use the same formula? We can straighten it, reduce the curl and/or frizz, and we can repair the hair. It’s all about creating your dream sequence.

Bleach blondes are great candidates for the repair version of Pura Luxe. The bleach has weakened the hair and so the amino acids can help to create better quality hair.

I usually find people with fine straight hair are not the best candidates for non-toxic smoothing treatments because fine hair can look oily and flat and therefore doesn’t need those amino acids.

How Long It Takes

A non-toxic keratin treatment takes approximately two and a half hours which is slightly longer because the treatment needs to process in the hair.

How Long It Lasts

Pura Luxe lasts up to six months, but keep in mind, every head of hair is different. I generally recommend waiting four to six months between treatments but it all depends on the condition of your hair. When in doubt, book a consultation.

Post-Treatment Daily Care

I personally love Olaplex No. 4 and 5 (because that is a bond multiplier which is very different than keratin) as well as Living Proof Shampoos and Conditioners. I always tell clients to avoid products with sulfates and keratin. The sulfates will prematurely wash out your treatment by unnecessarily opening the cuticle. Keratin shampoos and conditioners can add too much protein to the hair making it feel dry.

The Best Part

The best part about nontoxic keratin treatments is that the technology is different so when you’re done, you’re done. You can wash and color immediately after your service is done. No more waiting 72 hours.


I have found that clients want non-toxic keratin treatment options and they are willing to pay a little extra for it. They like that they can actually enjoy coming into the salon without having to worry. I approach non-toxic keratins one head at a time. My clients tell their friends and my schedule has never been busier. This is a movement and I hope everyone joins me on this non-toxic movement. I start at $475 for non-toxic keratin treatments.

Would you rather try an at-home keratin treatment? HERE are five vegan keratin treatments you can do yourself!

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