Boca Cosmetics has attempted to bring the salon to the home by launching Zelo, its keratin hair-straightening product designed for home use.
The ‘do it yourself’ sprayable straightener is the first of its kind according to Boca, and is designed to achieve salon results with no harsh smells or irritants.
"Our goal was to develop a quality product that women can do at home and achieve the same results they would get in a salon and save money" said Gisela Basilio, co-founder.
Market currently scrutinized for formaldehyde
The product will be launched through US television’s Home Shopping Network (HSN), and comes at a time when keratin product manufacturers are being heavily scrutinized for the use of formaldehyde.
The dangers have been highlighted recently in both the US and Europe, with criticisms over the release of the potentially harmful gas and the effects it can have on clients and salon professionals.
Boca says that because of this it was imperative for it to provide a solution for women needing a product that helps them manage their hair without formaldehyde.
The Keratin Straightening kit, includes a DVD and written instructions in English, Spanish and French as well as attached gloves, hair claws and comb, all designed to simplify the application process.
The kit itself contains a shampoo and conditioner, and Zelo's contains keratin, replacing the keratin protein that is lost between shampoos and other treatments.
The makers of the hair product insist that it will not interfere with other hair applications and can be washed the same day it is applied without losing its affect.
Adding ‘hair back to hair’
According to Zelo, hair is made up of 75 percent keratin protein but as it is exposed to the elements, treatments, hair color, and so on, the Keratin is stripped out.
Basilio said "Zelo is like "adding hair back into the hair," this is truly a miracle product for women that have to use an iron everyday to manage their hair.”
“When you can tell a woman it reduces styling time in half every morning, still look beautiful and save money, then we know we are making a huge difference," She added.
