Brazilian Keratin Treatment or Japanese Hair-Straightening Treatment at Estilo 23 Hair Salon (Up to 65% Off)

Gramercy Park

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In a Nutshell

At a full-service hair salon, stylists straighten and smooth curls and frizz with a choice of two different treatments

The Fine Print

Promotional value expires 180 days after purchase. Amount paid never expires. Appointment required, 24 hour advance notice required. Limit 1 per person, may buy 1 additional as gift. Limit 1 per visit. Valid only for option purchased. All goods or services must be used by the same person. Only valid for new clients or clients not active in the past 12 months. Consultation required before service, additional fee of up to $20 for long or thick hair, subject to amount of Keratin needed. Merchant is solely responsible to purchasers for the care and quality of the advertised goods and services.

Estilo 23 Hair Salon - Gramercy Park: Brazilian Keratin Treatment or Japanese Hair-Straightening Treatment at Estilo 23 Hair Salon (Up to 65% Off)

Choose Between Two Options

  • $87 for a Brazilian keratin treatment ($250 value)
  • $175 for a Japanese hair-straightening treatment ($400 value)

Japanese Straightening: Chemistry of the Curl

Unlike a flat-iron or keratin treatment, Japanese straightening permanently removes hair’s curl. Find out how in this Groupon guide.

Curly hair is caused by genetics, of course, but it’s also caused by some basic chemistry. Ringlets, kinks, and waves arise when pairs of sulfur atoms in the amino acid cysteine link up together, forming, appropriately enough, disulfide bonds. (There’s a lot of cysteine in hair because it’s one of the major building blocks of keratin, the protein that makes up most of the hair shaft.) During this process, each of the sulfur atoms sheds an electron, and that’s what allows one of the most reliable techniques for straightening hair to work.

During Japanese hair straightening, a reducing agent—in this case a chemical known as thioglycolate—forces electrons back onto the sulfur atoms, reversing the process that created the bond. After the hair is nourished with shampoo and a protein-rich conditioner, the stylist will apply a solution of thioglycolate that’s activated by the heat of a dryer. A flat-iron then makes hair as straight as possible before a chemical neutralizer tells the thioglycolate to stop processing and keeps the hair in its new shape.

The process often takes three to four hours, and clients shouldn’t style or wash their hair for about three days afterward to avoid disrupting the treatment or losing that nice salon smell sooner than necessary. The chemical reaction is permanent, and changes the actual structure of the hair—that’s why Japanese-straightened hair won’t curl again the way keratin-smoothed or flat-ironed hair eventually does, at least until it grows out. At that point, if you want to maintain the sleek look, you can go back to the salon to touch up the roots.

Estilo 23 Hair Salon

Among the team of master and senior stylists at Estilo 23 Hair Salon are a hair designer who has worked with Marc Anthony and Tito Nieves, a graduate from the Paul Mitchell Academy in New York, and stylists certified by Wella, Redken, and Chi. Using paraben-free products, the crew exercises its versatility and vision to create looks tailored to their clients' wishes and physical features. The team also boasts specialists in cutting, color, keratin treatments, and hair extensions.

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    Gramercy Park

    202 East 23rd Street

    New York, NY 10010

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