Who Invented Keratin Hair Treatments & How the Industry Keeps Improving Them

treatments first became popular in Brazil during the early 2000s, where stylists experimented with protein-based smoothing formulas designed to reduce frizz and make hair more manageable in humid climates. While there is no single universally recognised inventor of keratin treatments, the concept became globally famous through Brazilian salon techniques and brands such as  and . Multiple sources trace the origin of modern keratin smoothing systems back to Brazilian salons and early protein-based straightening innovations. 

The original treatments focused on coating the hair with keratin proteins and sealing them into the hair using high heat from a flat iron. The goal was not necessarily to permanently straighten the hair like Japanese rebonding, but to reduce frizz, improve shine, soften texture, and make hair easier to style. Over time, brands continued developing new technologies to create smoother finishes, faster processing times, less odour, and safer formulas. 

As keratin treatments became more popular worldwide, manufacturers also faced criticism over ingredients such as formaldehyde and aldehyde-releasing compounds. This pushed the industry to invest heavily in newer formulations using ingredients such as glyoxylic acid, amino acids, conditioning agents, and lower-emission smoothing systems. Many modern treatments now focus more on hair health, reduced fumes, and natural-looking smoothing results rather than aggressive chemical straightening. 

Today’s keratin and nanoplasty systems are far more advanced than the original Brazilian formulas. Companies constantly reformulate products to improve longevity, reduce damage, increase shine, shorten appointment times, and better suit coloured or bleached hair. Social media often makes these treatments appear “perfectly pin straight,” but most modern keratin systems are actually designed to create softer, smoother, healthier-looking hair while maintaining movement and natural body rather than permanently flattening every curl.