This story starts with your hair.

Sixteen years ago I was living in London when the first keratin treatments reached the global market. The results were beautiful. The products weren’t always safe, for the client in the chair or for the stylist holding the iron.

With a background in science, fashion and business, I set myself one goal: bring a safe keratin treatment to market.

We formed an alliance with one of Colombia’s most respected hair laboratories and developed a range that is both safe and effective.

Then every formula was independently tested in Australian laboratories, to meet safety and compliance standards here. Bringing it to market took two years. Worth every day.

We launched in Australia with limited funds, a small team, no name in the industry, and a public that was, fairly, afraid of keratin.

I was still finishing the fit-out of our first salon at Bank Place. Everything was installed, but it was dusty and obviously not open. A man walked in.

“Hi, I’m Elios. Can you please fix my hair? I was told you could, and no one else has been able to.”

I told him we weren’t even open. We didn’t have towels. “If I go and buy the towels, can you do my hair?”

How could I say no? Elios became our official first client. I will never forget him.

Before we start, I explain what’s happening in your hair, what each treatment does, and what it won’t do. You choose with all the facts.

Then I adjust the treatment to three things:

A father once booked in his four-year-old daughter. Extremely long, extremely curly hair, and a lot of it. We worried the treatment would be a long sit for someone so little.

So Peter offered her salsa lessons between steps. She held him to it, demanding dance breaks the whole way through.

She left with silky, soft, easy hair, and walked out dancing.