Whether yours is fine and flat or thick and course, almost all of us can relate to having hair that's frizzy, fuzzy and full of random kinks that make it completely unmanageable. Our next-generation Permanent Blow Dry not only gives you straight, frizz-free hair every day – but it also contains only 0.2% formaldehyde, so won't cause the kind of damage you'd experience with a traditional treatment.

Got more questions? Here’s the answers  to your most-asked queries, so you’ve got the need-to-know before you book.

What is it?

A Permanent Blow Dry is also often referred to as a Brazilian Blow Dry or Keratin Treatment. They’re all variations on a theme (although ours is much kinder on your hair), and in essence, take out frizz, kinks, fluffiness and coarseness, giving you a shiny, smooth texture that lasts. It’s ideal if your hair goes haywire in drizzle or humidity (hello, British weather).

Who does it work on?

Pretty much all hair types! Beauty Journalist Nadine Baggott explains why it’s great for her fine, flat hair here. Sunday Times Style Beauty Director and This Morning presenter Sarah Jossel tells you why she loves it for her thick, frizzy hair here.

How’s the Hershesons Permanent Blow Dry different?

Many permanent or Brazilian-style blow dries are a little like a 'reverse' perm and contain higher levels of formaldehyde (a strong-smelling gas) that often damages the hair. The Hershesons Permanent Blow Dry contains only 0.1% formaldehyde and is kinder on your hair. So, you get lovely smooth, straight, frizz-free hair from the moment you wake up – all without the damage.

The other benefit of our treatment is that unlike others, which take three to four hours, we’ll have you in and out of the salon in around 90 minutes.

How does it work?

First, we’ll shampoo your hair twice with a clarifying wash, which removes any product or oil build-up, so we have a clean canvas to work on. The Permanent Blow Dry treatment (ours is a next-generation formula made by Inoar) is applied evenly and expertly to damp hair, then you’re put under a heat lamp for around half an hour.

We’ll blow your hair with a professional round brush. When activated by heat, the Permanent Blow Dry formula reacts with the amino acids in your hair, then forms new bonds that keep it straight for up to three months. Fans say that their hair feels smooth, shiny and child-like – as if it has been ‘reborn’.

Do I need a consultation?

Our advice is yes! We offer free consultations to discuss your hair issues and goals and make sure the treatment is right for you. We'll also help you pick the right shampoo to use after your treatment to make sure it lasts as long as possible. 

Can I get my cut and colour done the same day?

Yes, you can get your cut done on the same day. Just make sure you book a time slot before your Permanent Blow Dry. 

As for colour, we'd advise leaving a few weeks between highlights or balayage and Permanent Blow Dry. We want you to have great, healthy hair, so it's best not to overload it with too many processes at once.

Who do I book?

Alexe really is one of the best in the business. Book now.