The Keratin Guide

How to Tame Frizz for Good

Frizz starts with an open cuticle that soaks up moisture from the air. The 6 habits to drop, the drying protocol and the actives that close the fibre...

Shampoo vs Conditioner vs Mask: Who Does What

Three products, three jobs: shampoo cleanses, conditioner closes the cuticle, the mask repairs. The comparison table, the order of application and the 5 mistakes to avoid.

Building Your Ideal Hair Routine in 4 Steps

Cleanse, detangle, repair, protect: the 4-step structure, a typical weekly schedule and practical adjustments for your hair type.

Fine, Flat Hair: 12 Tips for Volume That Lasts

12 practical things to do when washing, drying, styling and sleeping to bring volume back to fine hair, ranked from instant results to lasting ones.

Damaged Hair: The 10 Signs That Never Lie

Split ends, breakage, porosity, lost elasticity: the 10 signs of a genuinely damaged fibre, the two tests you can do at home and the repair protocol.

What Is Keratin, and Why Does Your Hair Need It?

Keratin makes up 90 to 95% of the hair fibre. Its exact role, the five aggressors that break it down, the 7 signs of a shortfall and the...

Silicones, Sulfates, PEGs: How to Read a Shampoo Label

The INCI list on the back of a bottle isn't decoration: it is standardised, and it can be read. Spotting a silicone, telling a harsh sulfate from a...

Fine Hair: Why Your Products Are Flattening It

Fine hair doesn't need more care, it needs care that doesn't weigh it down. What really weighs the fibre down, where to put the product, and the habits...

Hydrolysed Keratin: What It Actually Is

Keratin is the protein your hair is already made of. Hydrolysed, it becomes small enough to settle where the fibre has been weakened. What that changes, what it...