Huetiful

Women who Heat Straighten or Relax their hair are 30% more likely to "notice a significant difference in the health of their hair" than women who wear their hair Curly & Natural.

These results come from a Huetiful clinical study. We've received responses from over 1,100 women about their experience with our Huetiful Hair Steamer. 45 days after purchasing, we send out a survey to every one of our customers. The intent is to better understand their experience with our products, the results they are seeing (or not seeing), and how the type, texture, or style impacts the results and effectiveness of a steam treatment. We believe that consumer insights and research should be at the heart of everything we do. 

Please note, that this is not an article about whether or not you should use chemicals on your hair. We believe that every woman should have the right to choose what style and process best meets her lifestyle. Huetiful also believes that regardless of what style or process you prefer, you should ensure that your hair is as healthy as possible to get and maintain that look. 

What we discovered might surprise you...


The Facts

According to a Mintel research study released in August 2011, 64% of African-Americans surveyed are still using relaxers. This number is declining, but it is still significantly large when you look across the African-American community. Certainly, this trend holds true outside of the United States as well. 

How can chemicals “relax”, or straighten hair?  Well first of all, the chemical needs to be potent enough to do so. At the end of the day, both lye and “no lye” relaxers work in the same manner, by breaking the basic, natural structure of the hair shaft. The chemical penetrates the cortex (which resides in the inner layer of the hair shaft) and loosens the natural curl pattern. This inner layer of the hair shaft not only what gives curly hair its shape but accounts for its strength and elasticity. With a chemical relaxer, you are breaking the bonds so that the hair can stay straight. 

This process – known as “relaxing” – produces the desired effect of “straighter” hair. However, at the same time this “relaxing” leaves hair weak and extremely susceptible to breaking and further damage. Huetiful women must keep in mind that relaxers do not help the hair, but actually strip it. So by applying chemicals to the hair, even if it is to achieve a desired effect, you will never really benefit your hair health. Due to this, Huetiful strongly recommends that relaxers or chemical treatments be applied only under the direction of a hair care professional with a record of success with healthy hair care and chemical straightening, and that you Huetiful women regularly obtain conditioning treatments before and after the process. 

And this is why the Huetiful Hair Steamer should be a part of every chemical treatment process.

Well hydrated and conditioned hair is a must before you relax your hair. The purpose behind having well conditioned hair prior to your chemical treatment is to ensure that your hair is as moisturized as possible. You are prepping it for the chemicals that will draw out the moisture and often cause some breakage. Healthy hair with a high moisture content helps you retain some of that elasticity and strength after the chemical process is complete.

The Huetiful Hair Steamer opens up the hair cuticle and allows your conditioner to deeply penetrate and fully moisturize the inner layers of the hair shaft. In fact, the Huetiful Hair Steamer restores moisture 5X better than conditioner alone. Every Huetiful woman has either personally experienced or known somebody who has experienced a relaxer when they have not been properly conditioned prior to their treatment. The result is often disastrous – let alone emotionally traumatic. A 20 minute Huetiful Hair Steam Treatment prior to relaxing or prior to heading off to your salon can be the difference between a successful or unsuccessful chemical treatment.

And here are the results. 

Each month we send out a post-purchase survey to understand how different types, textures, and styles effect the effectiveness of the Huetiful Hair Steamer. We've done this for the past 15 months. The data indicates that those who are Relaxed are 30% more likely to state that they "notice a significant difference in the health of their hair." This makes sense because those with relaxed hair tend to have more dryness, breakage, and brittle hair than those without relaxers. But it is still amazing to us the difference we can make for those who prefer to relax their hair (or even who are natural and decide to heat straighten). 

Isn’t it worth ensuring that your hair is as hydrated as possible before your next relaxer, color, or chemical treatment? We offer a 60 day, 100% Money Back Guarantee so you can try it for up to 8 weeks and judge for yourself. If you don't see a difference in the health of your hair, we will pay to have the product returned and fully refund you. That's the Huetiful Promise.  

Learn more about our company and background, products and services by reading our digital magazine here

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Written By: Ken Burkeen, Founder and CEO, Huetiful

Written by Ken Burkeen — May 23, 2012

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