Searching for keratin? · for men
Men's keratin. Here's what you're actually buying.
"Keratin" isn't a treatment. It's a word salons put on a menu. In my chair the smoothing men ask for is Straightment Demi, or Straightment Permanent when the curl is strong, and I choose which.
- Frizz outhumidity, gym, travel
- Bulk downthe sides lie in
- 2–3 monthson a short cut
If you have been told…
| If you have been told | In my chair |
|---|---|
| Keratin, Brazilian blow dry, nanoplastia, hair botox, smoothing | Straightment DemiDOWN |
| Japanese straightening, rebonding, permanent straightening | Straightment PermanentDOWN |
| A quick frizz-only smoothing | On men, Straightment DemiDOWN done light |
Frizz, sorted
- Humidity: you leave the house dry and arrive looking like you walked through a car wash.
- Gym and sweat: it frizzes after every session, and the crown stands up.
- Travel: hard water, hotel shampoo, a different climate every week. It is done in London and works wherever you land.
- Grey coming in: grey hair is often wirier and frizzier than the hair it replaced.
What it won't do
It won't make you look ironed. On men I stop short on purpose: shiny, flat, uniform hair is the failure mode. It won't fix a bad haircut either; sometimes the answer is a different cut, and I'll say so.
Is keratin safe?
It depends on what is in the bottle and who is holding the iron. Formaldehyde is banned as an ingredient in UK cosmetics; ingredients that release it must be labelled. I tell you what goes on your hair before it goes on. The full answer is in the guide below.
Why men book this with me
Most of London sells keratin to men with "Men –" stuck on the front of a women's service. Same bottle, same finish, polished and flat. I've been straighteningDOWN since 1999 and I finish men's hair so it reads as your hair on a good day.
What it costs
Men's StraightmentDOWN · Demi or Permanent, I choose which
- Top only, short£139.95
- All over, short£169.95
- All over, 4–8 in£219.95
- All over, 8–14 in£279.95
Before you book (optional)
- Online consultation (questions and photos, then I call you)£9.95
- In-person consultation£74.95
- Consultation in the chair on the dayIncluded
Prices come straight from the online booking system.
Questions men ask
Is it actually keratin?
"Keratin" is a word on a menu. With me it's Straightment Demi, or Permanent when the curl is strong.
Is it safe?
It depends on what's in the bottle and who holds the iron. I tell you what goes on your hair before it goes on.
How long does it last on short hair?
Around two to three months, because you cut it off. No line.
Will it make my hair look ironed?
No. On men I stop short on purpose.
Straight talk before you book
- It'll smell on the day. It clears.
- A grey blend can warm. You hear it first.
- Bleached hair? Lighter, not yet, or no.
Don't cook your hair.
More for men
As seen in
All press →Not ready? Fair enough.
Online consultation £9.95 from anywhere, or in person £74.95.
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