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Loosen Up! Hair Treatment

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Tame tresses and relax your style with this keratin-enriched formula that offers consumers a new route to style diversity. The inclusion of Kereffect™ SD prolongs the straightening effect of Sodium Sulfite, providing comparable performance to Glyoxylic Acid and offering a milder alternative to this and other traditional relaxer systems. With reversible, semi-permanent effects, Kereffect SD allows the management of hair style without unwanted damage, empowering consumers to transition between their chosen looks and enhancing their natural appearance with a noticeable ‘volume-down’ effect. This robust, creamy emulsion has been created using Brij™ S2 and Brij S721 to provide a light texture which is easy to both apply to the hair and rinse-off after treatment.

Formulation details


  • Hair care - Relaxing & permanent waves

Phase type

  • Multiple phase dispersed


  • Buttery


  • Cream


  • Opaque


  • Silicone-free

Consumer benefit

  • Long-lasting


  • UK
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