Keratin is a protein found in your hair that can be damaged when too much heat is applied (like from the use of straighteners, curling irons, or blow dryers), or from the chemicals commonly found in hair dyes. A loss in keratin results in dull and unmanageable tangles of hair. A keratin treatment post-hair coloring or highlighting can help to seal in the pigment from the dye, making your color last longer and appear more vibrant, while working to minimize the damage caused by caustic dyes.
Keratin treatments can also quickly straighten wavy or moderately curly hair (and keep frizz away)—much like being the opposite of a perm. A single treatment can last for months; if you are looking for a more permanent hair straightening option, discuss relaxers with your Brandon Essentials hair stylist.