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Forget hair straighteners and expensive salon keratin treatments – beauty fans are saving hundreds of dollars after discovering a ‘miracle’ product that leaves their tresses smooth, glossy and straight for up to three months.
Home salon beauty brand ANSWR’s revolutionary keratin treatment has made its Australian debut at Sephora – after selling out seven times across Europe.
The wildly popular at-home alternative to expensive keratin treatments promises salon-quality results without the hefty price tag.
The formula helps seal cuticles and balance your hair’s pH while restoring softness and shine, leaving you with perfectly frizz-free locks for up to 12 weeks after just one easy application at home.
In Australia, a professional keratin treatment can cost anywhere between $400 and $850, depending on hair length and thickness. It’s typically a chemical process that coats the hair with keratin, filling in the gaps in the hair’s cuticle (the protective outer layer) resulting in smoother, shinier and straighter hair.
Shoppers can now save a fortune with the brand’s At-Home Keratin Treatment.
The easy-to-use formula delivers salon-quality results for those battling frizz and seeking sleek, shiny hair – perfect for Australia as it enters the warmer, more humid summer months.
Ideal for most hair types – including coloured, curly, permed, dry, normal and oily – the formula takes 40 minutes to work its magic on thinner hair or 60 minutes for thicker tresses, but the results will last up to three months.
Not only will you save money in the long run, but the treatment also cuts blow-dry time in half.
The fragrance-free treatment takes just a few steps at home.
After spraying dry hair with the formula until it’s saturated, allow it to sit for 40 to 60 minutes, depending on your hair length and thickness.
Rinse thoroughly with water only. Blow dry your hair carefully until fully dry. Finally, comb through each section slowly and lock in the treatment with a styling iron set to 200°C.
For best results, pass the hair straightener over each section six times until your hair is completely straight.
The keratin treatment is part of the brand’s home salon beauty range.
The products can be purchased separately or as a bundle.
The bundle includes the brand’s best-selling at-home Keratin treatment, shampoo and conditioner.
The keratin treatment has been making waves in the beauty world – and it’s so popular that the brand has sold over 500,000 units across Europe and attracted a waitlist of more than 15,000 shoppers.
Shoppers have shared their five-star reviews, with many saying the keratin treatment works wonders for transforming their frizzy mane – keeping it ‘super soft’ and ‘straight’ for months.
‘I was honestly so surprised about this spray, but it 100 per cent works. it smells and acts exactly like a normal keratin treatment you’d pay hundreds for at a hairdresser,’ one said.
‘I don’t know what I was doing before ANSWR but I’m certainly not going back. I absolutely love the treatment. So much cheaper and cleaner than salon chemicals. It hasn’t ruined my quality of hair either – love, love, love,’ another raved.
‘I am obsessed with this product. I’ll never go back to salon keratin treatments. Being able to do this in my own time has been a saviour, my hair has never looked better,’ one added.
‘Wow. It’s like magic. I was skeptical but it has made an incredible difference,’ another shared.
The brand has now expanded its offering to the Australian market, launching exclusively at Sephora.
‘We anticipated strong interest, but this level of demand has been astonishing,’ ANSWR‘s founder Georgiana Grudinschi said.
‘Our team has worked tirelessly to keep up with demand, and we’re thrilled to expand to Australia with Sephora. This partnership is an exciting milestone for ANSWR, enabling us to bring professional results right into people’s homes across a new continent.’
Georgiana launched ANSWR five years ago after her own personal struggle with frizzy hair and the high cost of salon keratin treatments.
Her business idea led to the creation of a vegan, at-home keratin solution that provides lasting smoothness without harsh chemicals.
‘I knew that if this was a struggle for me, it was something many others must be facing too,’ she said.
‘The realisation fuelled my desire to develop a solution that empowers people to achieve salon-quality hair at a fraction of the cost.’
The keratin treatment took her two years to develop after undergoing rigorous testing to meet ANSWR’s high standards.
‘Finding the perfect formula took endless determination. But when we finally tested the result, I was speechless – I knew this would be a game-changer,’ she said.
And her hard work finally paid off after it became a sought-after product in Europe.
‘Moments like these remind me why it’s all worth it – the long hours, the self-doubt, the persistence,’ Georgiana said.
‘My goal was to simplify beauty routines and to create products that do what they promise.’
With prestigious awards like Best Hair Product of the Year at the 2021 Global Makeup Awards, ANSWR has taken the beauty world by storm, proving that professional-level haircare can be both accessible and affordable for everyone.
To shop the ANSWR’s hair treatment range, click here.
