Why does expensive hair still frizz?

Short answer: because a blow-dry and a product both sit on the outside of the hair. The first damp street undoes them. Frizz stops for good only when the hair itself changes.

Knightsbridge doesn’t skimp on hair: the weekly blow-dry, the serums, the good salon round the corner. And still I hear it: “it looks perfect when I leave, and it’s gone by lunch.”

Why money on the surface doesn’t last

• A blow-dry is temporary by design. Heat reshapes the hair until water gets in. Humidity, a shower, a walk through Hyde Park in drizzle: back it goes.
• Products coat, they don’t change. Serums and oils flatten the surface for a few hours. Then they wash off, or build up and make fine hair limp.
• Hot tools every day cost the hair. The more you iron it to fix the frizz, the rougher the surface gets, and the more it frizzes. A loop.

What changes the hair itself

• Straightment Semi↓DOWN: frizz down, curl and movement kept, 2+ months. For hair that’s “fine except it frizzes”.
• Straightment Demi↓DOWN: about 60% of the curl out, 6+ months, dries near-straight on its own. For hair you blow-dry every single time.
• Straightment Permanent↓DOWN: 80%+ of the curl out, for good on treated hair. For hair you’d straighten↓DOWN every day if you could.

I choose which one after I’ve seen your hair. Nothing is 100%, and anyone who tells you otherwise is selling something.

The maths people like

Add up a year of weekly blow-dries and compare it with one treatment that makes most of them unnecessary. You don’t need me to do the sum. You’ll still enjoy a blow-dry for an occasion; you just won’t need one to leave the house.

Blonde?

Highlighted and bleached hair can take smoothing↓DOWN, carefully, at the right strength. Sometimes it’s a lighter treatment, sometimes a not yet. I tell you before anything is mixed.

Getting here

The Piccadilly line runs from Knightsbridge to Green Park; the Victoria line takes you one stop to Oxford Circus, a minute from Maddox Street. Or walk across Hyde Park and up through Mayfair on a dry day.

Straightment Demi↓DOWN → · Online consultation → · Book →

For men

Sides that stick out, frizz, flat or thinning hair, grey gone wiry: most of it can be sorted, and nobody will know you’ve had it done. The men’s pages → · Coming in from nearby →