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Published at 3:36pm
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While Brazilian straightening hit U.S. salons a few years ago, it became widely available only within the past year. Costing $150 to $600, the Latin treatment is an average of $300 cheaper than its Japanese predecessor, takes less time (two hours versus seven) and promises that it’s safe enough for pregnant women. The only apparent drawback is that it’s a temporary fix, providing only four months of lustrous, not-quite-pin-straight locks.
Intrigued, we sent TONY associate photo editor Roxana Marroquin, who naturally has a head of untamable curls, to test it out. She emerged two hours later from Fiber Hair Salon (789 Lexington Ave at 61st St, 646-478-9991) with radically different, totally sleek hair. Apparently, this is because of keratin, a conditioner. But a few days later, when thumbing through Allure, we discovered that its potency is due to something much worse: formaldehyde, a known carcinogen. Surprisingly, after that article hit newsstands, the treatment’s popularity radically increased—underlining just how far women will go for beauty.
Worried that we had poisoned poor Roxana (“I thought it was odd that my eyes were stinging a little bit,” she quipped, “though I’d totally do it again”), we called Dr. Ellen Marmur, chief of dermatologic and cosmetic surgery at the Mount Sinai Medical Center. “It’s a problem, because the treatment isn’t regulated by anyone, and one version might be 10 to 20 times higher than the suggested limit of 0.2 percent,” she explains. While the solution can cause hives or a rash, the real danger is the accumulative effect of inhaling the chemical, which is released into the air via the setting process—bad news for the stylists who straight-iron the solution into clients’ hair. “Formaldehyde can cause chronic disease of the lungs and kill respiratory tract cells,” Dr. Marmur adds.
There are five brands of the treatment solution available in the U.S.—we called Fiber, which, unaware of its carcinogenic contents, had been using the Marcia Teixeira Brazilian Keratin Treatment, which Allure found to have 3.4 percent formaldehyde. John Barrett Salon had been using this solution as well, but pulled the service from its menu after independent testing. Fiber has also pulled the service from its arsenal until it can test the product.
One available solution brand, Advanced Keratin Treatment, falls below the theoretically healthy limit of 0.2 percent. It’s distributed by Nadine Ramos, who owns the Lasio Studios Salon. Of the three distributors we spoke to, Ramos was the only one who continuously tests her product for formaldehyde levels. “Ask questions if you must do this,” Dr. Marmur suggests, “but none of it sounds like a good idea to me.”
Here, a breakdown of which NYC salons use which solution, and the risks involved:
Advanced Keratin Treatment (no more than 0.2 percent formaldehyde)
Lasio Studios Salon (Ramos’s spot) 117 E 7th St between First Ave and Ave A (212-477-2088); $150–$500
Gerard Bollei Salon at the Galleria115 E 57th St between Park and Lexington Aves, third floor (212-759-7985); $500 and up
Vartali Salon48 E 57th St between Madison and Park Aves, second floor (212-935-4640); $300 and up
Donna McNally Salon154 W 10th St between Sixth and Seventh Aves(212-229 9122); $300 and up
Ene Salon191 E 3rd St between Aves A and B (212-260-4040); $150 and up
Damian West237 W 4th St between Charles and W 10th Sts (212-352-2733); $400 and up
Marcia Teixeira Brazilian Keratin Treatment from M&M International (Allure tested this brand and found 3.4 percent formaldehyde)
Salon Ziba200 W 57th St at Seventh Ave, No. 207 (212-767-0577); $300 and up
Agi Maxx (Allure tested this brand and found 7.24 percent formaldehyde)
Shampoo Avenue B42 Ave B between 3rd and 4th Sts (212-777-2031); $350 and up
QOD max Cacao Brazilian Keratin Hair Treatment (has not been tested)
Salon Hair Color Specialist3617 30th Ave at 36th St, Astoria, Queens (718-956-3366); $225 and up
Capelli D’Oro847 Lexington Ave between 64th and 65th Sts (212-288-7100); $250 and up
"STUDIO B" hair salon
Fri, Aug 08, at 01:46pm
i had dan the MARCIA TEIXEIRA treetment and i'm very happy with it ,
i recomend "STUDIO B" in 1030 broadway , woodmere NY 11598 they very proffesional and they have a great special price for the summer $195.
Goodluck !!!
Joan Hayman
Wed, Jul 09, at 09:44am
If you have already done Japanese straightening ( twice within the past 2 years) can I now do Brazilian straightening? Please advise? Thanks
Skichik
Tue, Jun 03, at 12:58pm
I am desperate to try this. Does anyone know of any salons on UES that has the serivice? Thank-you
Erin
Fri, May 02, at 03:54pm
Distrubutor --Harley Di Nardo owner of Shampoo Avenue B
Erin
Fri, May 02, at 01:55pm
/www.harleydaniel.com/
Jill Lebsack
Tue, Apr 01, at 09:17pm
My salon is in St. Louis, MO. I need a referral to the right distributor to purchase the QOD brazilian straightener through. Thanks a lot.
Jill Lebsack
Tue, Apr 01, at 09:14pm
Could you please refer me to the distributor that I can purchase the QOD Straightener through. Thank you. I have been having a hard time finding a wholesaler to purchase through. My salon is in St. Louis, MO.
Leslie
Sun, Mar 23, at 09:47am
After much internet research, I chose Nelly, owner of Annabelle's on Essex St in NYC, She uses Marcia Teixeira and charges by the ounce. I am a former Japanese straightening client of about 5 years and my Japanese stylist never once told me the ill effects of that treatment and hair coloring. Sadly, every strand of hair on my head was broken and at repeat treatments she made me feel responsible for the hair damage and would charge me extra for necessary deep conditioning which never worked.
Lila
Sat, Mar 15, at 08:41pm
Brazilian Keratin Hair Treatment System of SOFT-LISS. MADE IN BRAZIL by U$ 76,46 - KIT 500ml - STEPs ONE, TWO, TREE. + Transport. | U$ 152,92 - KIT 1000 ML / 33.8 FL OZ - STEPs ONE, TWO, TREE. + Transport..
ACCESS www.Soft-Liss.Via21.com.br or http://brazilian-blowout-keratin-treatment.blogspot.com/2007/11/what-is-brazilian-keratin-treatment.html
ORIGINAL FORMULA - MADE IN BRAZIL
bravo salon
Thu, Feb 28, at 10:59pm
The comment you type in this box will appear on theI also do the Brazilian straightening treatment as well and love this treatment. THis treatment is conditioning and leaves the hair soft and silky and shiny. It truly is a deep conditioning treatment as well as a straightener. I also do the Japanese treatment as well. I only do the Japanese treatment if you are a candidate for it. So reno before you jump to conclusions and act so reactional, I also have done the japanese treatment on highlighted bleached hair and if you know what you are doing it comes out beautiful. Who mentioned price? I'm an expert and only do what is necessary and fitting for the client. If indeed they need Brazilian treatment then that's what we do. Milagrohairandskin.com
Reno
Sat, Feb 09, at 01:16am
Alicia - you neglected to mention that Japanese straightening is HORRIBLE for damaged, color-treated and gray hair! Price isn't the issue here - not having hair that looks & feels like straw is!
Linda Scuderi
Fri, Jan 11, at 03:53pm
I had the treatment at Gerard Bollei and then went back & did it again. Allure used fear tactics by not reporting the full story here-yours was much more responsible. Why should we curly haired girls be slaves to the blowdryer? My hair is in much better condition now than when I was blow-drying it straight every day!
bravo salon
Mon, Jan 07, at 02:15am
I do the Japanese straightening treatment which is completely safe. It does take 4 hours to do and lasts up to 6 months to a 10 months. My clients love it and I think as a professional this is a better way to go than the brazillian tratment because it is safer and in AZ it only costs a little more to do and the results are fantastic. See my website. www.milagrohairandskin.com
