The Keratin Haircare Guide

Keratin is everywhere in haircare: on shampoo bottles, in salon menus and across social media. Understanding what it actually is makes it much easier to choose what your hair needs.

What is keratin?

Keratin is a tough, fibrous protein. It is the main structural material of hair, as well as of nails and the outer layer of skin. Each strand of hair has an outer layer called the cuticle, made of overlapping scales. When the cuticle lies flat, hair tends to look smoother and reflect more light.

What wears hair down

Everyday life can gradually rough up the cuticle and weaken the strand. Common culprits include:

• Frequent heat styling with straighteners, curling tongs or hot hairdryers
• Bleaching, colouring, perms and chemical straightening
• Friction from towels, tight hairstyles and rough brushing
• Long periods of sun exposure

Treat each strand like fine fabric: gently, and with less heat.

Keratin in haircare products

Many shampoos, conditioners and masks contain hydrolysed keratin: keratin broken down into smaller pieces. In cosmetic products, ingredients like this are typically used to help condition the surface of the hair, which may help improve the look and feel of dry or damaged hair. Results vary with hair type and formula, and conditioning effects wash out over time, which is why regular use matters.

A note on salon smoothing treatments

"Keratin treatment" is also the name for professional smoothing services. Formulas differ widely, and some have been found to release formaldehyde when heated. If you are considering one, ask your stylist exactly which product they use, read the ingredient information and make sure the salon is well ventilated.

Everyday care

• Lower the heat. Use the lowest effective temperature and a heat protectant.
• Be gentle when wet. Hair is more fragile when wet; blot with a soft towel and detangle from the ends up.
• Condition regularly. Conditioner helps smooth the cuticle and reduce friction.
• Space out chemical treatments. Give hair time between colour or straightening services.
• Look after yourself. Hair growth reflects overall health; a balanced diet supports it.

The Gouem keratin ritual

Our keratin haircare pairs hydrolysed keratin with ingredients chosen for each step. Used together, they make a simple three-step routine.

01 — Cleanse at the roots

Apply a small amount of Keratin Volume Boost Shampoo to wet hair and work it into a rich lather. Massage from the scalp through to the ends, focusing at the roots to lift and refresh, then rinse thoroughly. Enriched with hydrolysed keratin and a hydrating complex, it purifies strands and promotes a fuller appearance, while rosemary oil boosts shine.

02 — Condition the lengths

Gently squeeze excess water from your hair, then apply Keratin Volume Boost Conditioner through the mid-lengths and ends, keeping it away from the roots to protect volume. Leave for one to two minutes, then rinse. It smooths, detangles and helps protect against breakage and frizz.

03 — Finish with a leave-in

For damaged or over-processed hair, spray Keratin Shine Leave-In Hair Mist onto clean, damp hair, comb through to distribute evenly and style as usual. There is no need to rinse. Hydrolysed keratin, lactic acid and algae extract work together in a formula that helps to reduce breakage and split ends.

Lift at the roots. Smooth the lengths. Protect the ends.

Which is right for you?

• Fine or flat-looking hair, or hair lacking volume: start with the Keratin Volume Boost Shampoo and Conditioner.
• Damaged or over-processed hair, including after colour or bleach: add the Keratin Shine Leave-In Hair Mist after washing.
• Both? Use all three, in that order.

The shampoo, conditioner and mist are each COSMOS NATURAL certified by Ecocert Greenlife. Explore the full haircare collection.

This article is for general information and is not medical advice. Product information is taken from our manufacturer's product descriptions; always check the ingredient list on the pack. Speak to a doctor or dermatologist about any hair or scalp concern.