Brazilian hair straightening treatments eliminate frizz, straighten the hair and last about three months. They cost about $150–$600 depending on the hair length. These keratin-based treatments are performed on all types of chemically-treated (bleached, hi-lights, coloured, permed, relaxed or previously straightened) and virgin hair. The technique of the application is similar to the Japanese Yuko System in the way that heated flat irons are used to close the product into the hair cuticle.
These treatments aim to straighten curls and waves and to reduce frizz. The treatments do not guarantee completely straight hair, although if performed correctly they can reduce between 50 and 80 percent of the curl depending on the original hair texture. Treatments last around 10–12 weeks and repeating the treatment every few months will allow for treatment of new growth. Depending on the treatment used downtime after it is performed ranges from no-wait to a 72 hour period in which the recipient cannot wash or wet the hair, exercise, tuck the hair behind the ears, or pin it up with any hair clip, pony tail holder or headband, as doing so may compromise the result of the treatment.