Here many of you are already wondering what Per Purr, a natural cosmetics brand, is doing, talking about hair straightening? Well, although we appreciate natural beauty very much, sometimes we feel like a change. Either because we crave something new, or because of the practicality that some aesthetic procedures offer us in our day-to-day life. And one thing: we do not judge here! To each their own.

During the quarantine, I caught a glimpse of myself in the mirror with my huge, neglected hair and I reminded myself of "Maria del Barrio" (a show from the 90s). At another time in my life, in my 20s, my carefree surfer waves would look amazing with zero effort. But at 30-something, I’m not pulling it off, unless I'm in Ibiza on vacation.

Just like that, as soon as the hair salons were allowed to open in Madrid, I made an appointment for a keratin treatment – a procedure hair treatment addicts are very familiar with. This technique doesn't always guarantee you the smoothest result, but it is "healthier". It doesn't have the formaldehyde of the Brazilian blowout, which is more regulated in Spain than it is in Brazil, and it doesn't leave you with damaged hair like the "old Japanese straightening."

Six hours later I had the straightest and shiniest hair I’ve ever had in my life. I was so happy! Besides the fact that I now always look put together, I save about 40 minutes of blow drying.

Again, it's not that I don't like natural waves in my hair, but for a more formal look, it doesn't work. At least not for me.

Getting back to the topic of hair, I noticed a few changes in general:

Before, I could go about three or four days without washing my hair. Maybe it was because it was very damaged and dry before, and the natural oils in my scalp left it hydrated so I didn't need to wash it so often. Now I have to wash it every 2 days. Otherwise, it feels dirty. The keratin shoot has this effect.

As far as care is concerned, I used to only use Per Purr's Intense Moisture Shampoo and Conditioner and the Mask once a week. Now I change shampoos. I use the Sea Clay Shampoo every other wash. In other words, it seems to me that keratin changes the structure of the strand in such a way that my hair, in general, now behaves differently.

Facts and fiction:

There are myths that shampoos with parabens and sulfates damage straightened hair. Let's be clear that sulfates are a type of surfactant or "detergent" most commonly used in shampoos and gels because of their lower price. There are higher and lower quality sulfates. None of them destroy hair, its coloring or straightening. What happens is that they can be more or less purifying and, as a rule, hair that has been chemically treated needs more gentle products. We also want to make it clear that at Per Purr we do not use sulphates, as we work with a different type of surfactants: more gentle and plant derived, which as well as cleaning, always moisturize.

What ruins the keratin and the other smoothing agents are usually factors such as: the pool (due to the chlorine), the sea (due to the salt) and the sun (due to the heat, obviously). If you combine all three: destroyed hair!

Whether your hair is 100% natural or has been chemically treated, take care of it with Per Purr’s line of hair products!