George Chinsee for WWD
In-salon keratin protein treatments have been getting a lot of hype lately for their ability to make hair frizz-free and shiny for up to four months. Sound too good to be true? Here's the caveat: Treatments can cost $350 and up.
But according to a recent WWD article, keratin smoothing treatments are now hitting salons and drug stores for under $100. Paul Mitchell's Awapuhi Wild Ginger 15-minute treatment costs between $25-$75 and lasts up to six weeks, while Keratin Complex Smoothing Therapy's Express Blow Out costs $100 and also lasts up to six weeks.
Use-at-home products featuring keratin are also available now, including Rusk's Deepshine Smooth Keratin Care line ($15 each) and Sally Hershberger's leave-in Super Keratin Spray ($12.50). While these new treatments and products don't have the longevity of the original keratin treatments, I think they're a great option for brides who just want to make sure they won't have any frizzies on the wedding day. What do you think—are you going to be trying any of these keratin treatments to prep for your wedding? —Lauren Matthews, editor