Liquid Keratin Bold at-home treatment hitting retail

BETHESDA, Md. Canadian-based Liquid Keratin has announced that it is expanding its at-home keratin treatment product line with the U.S. launch of Liquid Keratin Bold for multi-ethnic hair types in stores across the United States this fall.

Liquid Keratin Bold will be available at Ulta retail stores and online at in September, and other retail locations starting in October.

This stronger formulation of Liquid Keratin was designed specifically to provide worry-free manageability to ethnically diverse hair types without the use of formaldehyde or other harsh chemicals. The Liquid Keratin line gives consumers the option to wear their hair curly, wavy or straight without frizz or expensive, lengthy salon visits. The spray-on treatment is designed to provide results lasting as long as 30 days for treatment-resistant hair.

"Having listened to our customers and hearing their comments and suggestions, I knew it was time to go back to the lab and reformulate," stated David Allice, president of Liquid Keratin. "We needed to create a product that met the demands of women with stronger curl patterns, so they too could enjoy the full benefits of Liquid Keratin. Liquid Keratin Bold does just that, while remaining nontoxic and the only do-it-yourself keratin treatment on the market."

The Liquid Keratin Bold starter kit will be sold for $69 and contains a 4.2-oz. Liquid Keratin Bold spray 30-day treatment and four trial-size (1.7 oz.) ancillary products to enhance the results of the Liquid Keratin Bold treatment (Keratin Infusing healthy hair shampoo, Keratin Infusing deep de-frizz conditioner and Keratin Filling leave-in conditioner). 

Being added to the line this fall are the Keratin Infused volumizing and revitalizing dry shampoo, Keratin Infused shine and moisture-renewing dry conditioner and Keratin Infused deep conditioning oil with argan and baobab oils. These ancillary products, as well as the Keratin Sealing shine serum, also are sold separately as full-size items from $27 to $39.

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