Natural Socialite

New Product Alert | Keratin Earth Hair Smoother Makes “All Natural” Claims….

In Hair on July 27, 2011 at 9:25 am

Emson Inc. announced today that they will launch their “unique” hair smoothing product on Wednesday, July 27th, during ShopNBC’s Fall Beauty Event. Partnering with celeb stylist Nathaniel Hawkins, family owned manufacturer of bestselling beauty treatments, Emson Inc. is making waves with Keratin Earth, a new product that promises to smooth and tame even the most unmanageable frizz. This unique, four-step hair smoothing system claims to condition, nourish and straighten hair for an extended period of time, without any formaldehyde or hydes of any kind.

The first at-home, all-natural Keratin smoothing and straightening treatment, Keratin Earth safely delivers straight hair while minimizing damage. When applied correctly and used as directed, the treatment’s results can last anywhere from 30 days to 3 months. Keratin Earth currently retails for $119, but will be offered exclusively on ShopNBC for less than $89.

“We are extremely excited to partner with ShopNBC during its Fall Beauty Day,” said Heleyne Mishan, the Beauty Director of Better Look International and a key player in the development of Keratin Earth. “It is a great opportunity for women to learn more about Keratin Earth’s amazing effects while also giving the product national attention.”

Now while I am intrigued with this company’s claims that this Keratin treatment can give you salon similar results without the use of formaldehyde, I cannot help but to frown at their use of the term “all natural” when describing the ingredients that this system does contain. When I think of “all natural” hair products, I don’t typically think of products that include sulfates, chlorides & alcohols (See my previous post on sulfates for more info). Do companies really think that we are so desperate to “tame” or control our frizzy coifs that they can pass off products that contain harsh synthetic ingredients as “all natural” and no one will even bat a lash?

Products claiming natural or herbal are everywhere. But read the back label. After a long list of chemicals near the bottom you may find something like Grapeseed extract or vitamin E and this product is calling itself natural hair care. The fact of the matter is, hair care manufacturers have come to rely on chemicals to get the results we want cheaply. You can also check the safety of ingredients of many different hair care products on the Skin Deep database. This resource is really helpful if an ingredient is not recognizable to you. I have mistakenly thought an ingredient was synthetic only to find out that it really was natural.

Keratin Earth Ingredients:

Straightening Therapy

CAUTION: Avoid contact with eyes. For external use only.

CONTAINS: water (aqua), cetearyl alcohol, hydrolyzed wheat protein, sodium sulfate, ceteth-20 phphate, urea, fragrance (parfum), dicetyl phosphate, mineral oil, hydrolyzed wheat protein pg-propyl silanetriol, propylene glycol, oleth-5 phosphate, hydrolyzed keratin, dioleyl phosphate, cystine bis-ph propyl silanetriol, trametes versicolor extract, diazolidinyl urea, phenoxethanol, leuconostoc/radish root ferment filtrate, methparaben, bht, ethylparaben, proplyparaben, butylparaben, sobutylparaben.

Check out the full ingredient list for the entire system here.

What are your expectations from products that make claims to be “all-natural” as well as those to claim to be organic? Have you taken the time to understand the difference? Do you have plans to try this formaldehyde free Keratin treatment to transform your kinks & curls?

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