2010, Marseille: the URBAN KERATIN adventure begins. It was born from the meeting between Mélanie Audouin and Bernard Bigiaoui, who decided to develop a new concept: a high-performance Brazilian smoothing without formaldehyde. After long months of research, they managed to develop an unprecedented formula based on keratin and amino acids, which smoothes and repairs the hair in a deep and lasting way. This revolutionary straightening reduces curls by up to 90%, for a hold of 3 to 5 months. Success quickly followed, in France and abroad. This product is still our bestseller today.