Sueme asks…I recently had a keratin hair straightening treatment. I was told to only use their products because they contain Juvexin? Which was also in the original treatment. Is this a real ingredient or is it made up hype?
The Right Brain responds:
Juvexin is a combination of two Latin words: “Juv” from juven which means youth and “exin” from excise as in cutting money out of your wallet.
Ok, I just made that up. Actually, Juvexin is a featured ingredient used in a line of products marketed by GKHair. The hair straightening salon treatments you referenced costs a few hundred dollars, according to what we saw on various websites. As with many professional products it can be difficult to find an ingredient list online, so we can’t say definitively what straightening technology this product uses. However, we did find a blog which claims the product is formaldehyde based. I don’t know how your experience was, but this woman said the fumes from the product made her eyes tear up which is very consistent with how formaldehyde systems behave.
What about Juvexin?
According to their website, Juvexin is their active ingredient and it’s “the ONLY protein compound which is scientifically proven to protect and restore hair back to its youthful state.” Unfortunately, these claims appear a bit exaggerated (surprise!) as there are MANY protein compounds used to treat hair. (Unfortunately, without seeing the ingredient list we can’t tell which specific proteins are included.)
The Beauty Brains bottom line
If you like these products and you can afford them there’s no reason not to use them. However, you shouldn’t feel trapped into spending more on their “special” products just because of some Juvexin jive.
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