A new salon treatment and at-home regimen mean you can safely say goodbye to flyways and reduce precious blow-drying time

It’s hard to imagine a woman who doesn’t wish for more control over her hair. For many, keratin treatments have been one road to what they’re seeking, though with dubious risks—formaldehyde, anyone? So it should come as no surprise brands have been working hard on alternatives that are effective and safe. Enter Kerastase’s recent Discipline launch, which was eight years in the making.

Of course there is a product range for at-home use, but more importantly they’ve created a salon treatment that promises to eradicate frizz for three days and, better yet, decrease blow-drying time by one-third over the next 21 shampoos. Dubbed The Luxury of Time Ritual—presumably because it’s giving you back time you’d otherwise spend with your hair dryer—it doesn’t change the structure of the hair in any way yet softens, reduces flyways and keeps volume and curl in place.

“In West LA such a huge percentage of our clients don’t want to do a chemical process in their hair. Everyone shops at Whole Foods now and anyone concerned with eating organic food doesn’t want formaldehyde in their hair,” says Luxelab stylist Craig Wcislo. “Plus, people are allowing their hair to have texture again. It’s softer and fuller with more movement than it was five years ago.”

Whereas Brazilian blowouts or keratin treatments are performed with a heating tool at 400 or 450 degrees, the Kerastase process uses a flat iron at 350 degrees, preventing any chemical changes from taking place. “It’s just pushing the product, which contains a molecule called morpho-keratone, into the cortex of the hair—heating it,” says Wcislo. Besides the potential damage the other options can do and the fact they straighten the hair whereas current trends are more about movement and wave, it’s also more cost-effective: the Kerastase treatment is $75, whereas a Brazilian can run $350.

As for that long development process, it came about in part thanks to a query from Disney, which approached Kerastase to help with creating more realistic movement for hair in animation. “Kerastase came up with a machine to study the way hair moved and behaved—how much it expanded when you have damaged hair and how it would collapse in,” says Wcislo.

The stylist adds that the ideal candidates have color-treated, fine, curly or over-processed hair—really anyone who is seeking less drying time and more comb-ability. “It’s designed for the woman who wants more control over her hair and speed with drying, but also wants to make her blow dries last longer,” says Wcislo.

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