W Magazine
Good Hair Days

In this age of so many mane-altering practices, even the healthiest hair eventually looks a bit beaten up. Valery Joseph sees his share of damage at his two eponymous New York salons. He hopes that the popularity of Japanese and Brazilian straightening treatments continues to wane. “The second or third time someone gets one, it’s really a disaster,” he says. “It’s just kind of killing the hair.” But until his clients see the light, he’ll be directing them to his new favorite antidote, Paul Brown Hawaii Keratin Straightening Treatment, which, in spite of its name, he employs as a healing aid than a straightener.

“It coats the hair with keratin, which is what hair’s made of, and when we seal the coating with an iron, hair keeps some of its shape, so it isn’t stick straight,” says Joseph, who raves about the products’ ability to render hair shiny and shielded from the sun, chlorine and pollution for about three months. It’s a winner.