It’s been kind of a secret, but ever since I entered the hair industry my number one smoothing treatment has remained the same - and during that time I’ve tried a LOT!
Webster Whiteman is an unpretentious salon near Oxford Circus; from the first time I walked in I noticed there was very much a family vibe (as in, everyone was friendly, not that it was full of kids!). It was here that I first tried the Everlasting Blowdry - almost three years ago now, and it’s still the one I go back to, despite being lucky enough to sample every new smoothing/keratin treatment on the market.
After trying so many I have realised the results depend on two things; obviously the ingredients are key - some use keratin, formaldehyde or amino acids - but the stylist’s application is just as important, if not more.
Where some salons recognise what a money spinner a smoothing treatment can be - anything from £100 - £300 per client - this can often mean you’re in and out in 90 minutes. If that’s the case, the results probably won’t last as long. Many of these treatments are built on application, rough blowdrying and then straighteners being applied to each small section of hair between 8 -10 times, to ‘seal’ in the keratin/ingredients. So it’s vital that the stylist applying your treatment takes sufficient time. It might sound unnecessary, but on my experience, you need to put aside three hours when booking in for such a treatment.
I have seen the same stylist (Becky) every time for my Everlasting Blowdry, and every time she takes care to ensure every single section has been smoothed with straighteners for the required amount of strokes. Compared to other stylists at other salons who have rushed me out in around an hour, the results from Webster Whiteman’s treatment definitely last more around the 10-12 week mark, which is what most products promise but often don’t deliver.
The only ‘con’ (although I definitely don’t see it as such as it prevents me from visiting the gym!) is that you shouldn’t get your hair wet for three days post-treatment, or tie it up tightly with hairbands. But I’ll let you into another secret - I do! The day after I’ll clip it up or lightly tie it back, and have even been known to enter the gym! But I have had the treatment many times now, so I wouldn’t advise that to a first timer.
As they say, seeing is believing, so if you long for your hair to be protected from heat styling, to be smoother and yet still have some ‘oomph’ to it, you really should visit Webster Whiteman to do. It will probably change your life.
Webster Whiteman, 13 Pollen St, London W1S 1NH 020 7493 4777