Straightening is an increasingly important service in the Professional Salon. The lack of time to attend to personal and professional aspects without neglecting personal image is the factor that has made the demand for straightening so interestingly rise. Therefore, it is essential to have the service covered with the latest trends in professional straightening.<\/p>\n
Until now, developing our creativity and professional expertise faced the dilemma of using professional straighteners with formaldehyde or that end up generating formaldehyde to a greater or lesser degree.<\/p>\n
As a professional brand concerned with hair health care, we decided to investigate, to create straightening products that are increasingly respectful of people.<\/p>\n
Our concern is focused on avoiding exposure to fumes and odors for both the professional and the client and providing a rewarding experience, with a shorter and more comfortable exposure time.<\/p>\n
Thus, we launched Liss Pure, a professional vegetable organic straightening that does not generate smoke, without formaldehyde or methylene glycol, without irritating perfumes and very gentle on the hair.<\/p>\n
\nIts smoothing active is an organic acid naturally present in the human body, glyoxylic acid. It effectively eliminates frizz or frizz and is activated by simply drying your hair.<\/h2>\n<\/blockquote>\n
With a soft amber color and faint odor, glyoxylic acid is part of the organic chemistry required for treatment. Small in size, it penetrates the hair without damaging the structure of the cortex.<\/p>\n
It performs the straightening mechanism by means of the acid breaking of weak links between chains (salt, hydrogen and Van der Waals bonds) and the formation of new intermolecular cross links, so it does not modify the structure of the hair and therefore does not attack it. Five minutes using the dryer in a directional way are enough to activate the straightening, obtaining a straight hair but with movement, far from stiff manes and without vitality. The hair looks soft, silky, shiny and highly manageable.<\/p>\n\n\t\t\t