The primary benefit of Brazilian keratin straightening, also known as keratin treatment, is that it straightens hair structure by adding the protein keratin. It works particularly well on curly or wavy hair, and has shown to be effective even on tight curls or color-treated hair. For those who usually style their hair in other ways, a keratin treatment can reduce blow-dry time by up to 60 percent, as well as reduce frizz, according to hair stylist Henri Borday.
Brazilian keratin straightening has perks as a nonpermanent hair treatment, meaning it does not chemically affect hair texture. The average keratin treatment remains effective for about two to 2.5 months, according to WebMD. The treatment itself does not cause hair breakage, and has been shown to have strengthening effects on all hair, including that which is already straight.
The Brazilian keratin straightening process takes at least 90 minutes for shorter hair, with Ladies Balance reporting some initial treatments taking longer than nine hours. The main concern surrounding keratin treatment comes with questionable levels of cancer-causing formaldehyde in salon products. However, after examining some keratin straightening products, the FDA has found that the majority contain safe levels of formaldehyde, with unsafe levels occurring through salon-made mixtures to cut costs and achieve quicker results.