Founded in 2010, the brand set itself the goal of developing an unprecedented concept: a high-performance Brazilian hair straightening treatment without formaldehyde. After many months of research, they succeeded in developing an innovative formula based on keratin and amino acids, which deeply and durably smooths and repairs the hair. This revolutionary straightening treatment reduces curl by up to 90%, for a hold of 3 to 5 months.

All their products are developed in full compliance with European standards. French quality is reflected in each of their ranges, through deep and long-lasting treatments and a 100% integrated packaging process.