Results last up to 3 months - Hair dries frizzy-free after each wash - Cuts blow-dry time in half Save money - Salon price $400 Results last up to 3 months

Frequently asked questions

  • What is vegetal keratin?

      In our formula, the source of keratin is hydrolysed wheat protein which is vegan. It is completely vegetable-derived and offers the same properties as animal-derived keratin. Hydrolyzed Wheat Protein increases the hair’s ability to retain moisture, add volume, and reduce hair’s porosity while improving its smoothness. In our formula, it is used to smooth and moisturize the cuticle of damaged hair, fills cracks and eliminates frizz

      The base of the treatment is constituted from amino acids. It is also saturated to the maximum of beneficial substances and supplemented with harmless chemical elements that facilitate penetration into the hair and interact at the cellular level. The formulas for this procedure are rich with amino acids, which, under the action of temperature, penetrate in the cortical layer of the hair. Therefore, the structure of the hair becomes strong and the nutrients are integrated in the hair healing it from the inside.

      The antioxidant-rich treatment will give you a long-lasting amazingly silky straight hair by deeply repairing and smoothing hair cuticles and improving moisture retention.

      Results last up to three months.

      To maintain the smooth and shiny hair the treatment should be repeated every second month.

  • Is it similar to Keratin treatment?

      The O’wow treatment has the same effect and gives you the same outcome as the traditional keratin treatments. However, the difference is that where most of the keratin treatments on the market consist a heavy amount of formaldehyde which is classified as a human carcinogen and is extremely harmful to the health, our treatment is entirely formaldehyde-free. We wanted to create a treatment that will give that amazing silky-smooth hair in a natural way without having to compromise the health. Thus, the effect of the our treatment is based on natural Brazilian Botanical Bioactives, which will not harm your hair nor your health.

  • Is it safe to perform the treatment at home?

      The treatment is in all ways a safe alternative to traditional chemical-rich keratin treatments, as it is 100% formaldehyde-free, making it entirely safe to be performed at home. As the treatment doesn’t consist any harsh chemicals the treatment doesn’t irritate your scalp and there is no need to use gloves when applying the treatment. However, we do recommend checking the ingredients list to see if you are allergic to any of the natural ingredients included in the formula.

      Our product may react with some coloured fabrics, to avoid colour fading and stains on your beloved clothes, we recommend using an old towel for covering the shoulders during the treatment.

  • Is it suitable for all hair types?

      Yes, it is suitable to all hair types but results might vary depending on the hair type or condition.

      The treatment itself does not cause any damage or sensitivity to the hair fibers. But, if the hair is already fragile due to excessive bleaching or/and heavy chemical products, it might appear dry after the treatment as the application process requires sealing the hair with a hot iron.

      The treatment works well to align even dry, porous, bleached hair but it may not fully restore the aggression already caused by previous chemical products. For damaged hair we recommend applying a reconstructive product before and after the O’wow treatment, such as a good hair serum or leave-in conditioner.

      If you have very damaged ends, we recommend avoiding passing the iron on the ends too excessively.

  • What are the main benefits of getting the O’wow Smoothing?
      • Unique 100% Formaldehyde free formula with antioxidant action which proves moisture retention resulting in dramatically smooth and shiny hair
      • Hair will maintain its natural body, while becoming softer, shinier, and more manageable.
      • Helps the alignment of hair fibres, repairing and smoothing hair cuticles
      • The biotin included in the formula promotes hair growth and reduces hair fall
      • Quick and easy application process
      • Results last up to three months
      • Gives you 30 minutes of more sleep each morning as you are free from having to style your hair daily.
      • Say goodbye to daily-use of hair iron that burns your hair
      • Cuts blow-dry time by half
      • Effective on all hair types
      • Safe to use on colour and/or chemically treated hair
  • How do I apply the treatment?
      1. Wash your hair either a day before or on the day you apply the treatment. Start by sectioning your clean and dry hair using a hair tie or clip. Cover your shoulders with an old towel, protect your clothes as the treatment may decolor some fabrics.

      2. Spray in the treatment. Keep the nozzle close to your hair. Once a section is fully saturated, comb it through ensuring that the solution is evenly distributed and move on to the next section. Repeat this until the entire head is completed. Make sure your hair is completely soaked. Usually this means using the entire bottle.

      3. Comb through and leave your hair open.

      4. Let it act – for thin hair 40 minutes and for thicker hair 60 minutes.

      5. Rinse thoroughly with only water, making sure no solution is left in the hair. This is very important, as during the action time hair absorbs solution but the excess should be rinsed out so that it will not get burned on the surface of the hair. Porous hair tends to absorb more product – rinse with increased attention.

        If you don’t rinse the treatment off properly after the action time and seal it with the iron while there still is some solution in your hair might smell odd when you wash it the next time.

      6. Blow dry until completely dry and then section your hair.

      7. Straighten with an iron to lock in the treatment. Make sure your hair is completely dry. With the help of comb, go over thin sections with the iron for 6 times until hair is entirely straight. For non-coloured hair set the iron to 390°F and for coloured and/or thin hair to 350°F so that the colour will not fade. To test that the heat is not fading your hair color, pass the iron on a small section of hair and wait till it cools down. If you notice any fading lower the temperature.


  • How long does the application take?

      It will only take 10 minutes to spray in the treatment after which you let it act for 60 minutes. All in all the entire treatment process will take you only 1,5 hours ant it will transform your fizzy and lifeless hair into silky-smooth which will last for up to three months. Also you will save a lot of your valuable time as after the treatment you no longer have to style your hair every morning.

  • How long do I leave the treatment in for?

      For thin hair 40 minutes and for thicker hair 60 minutes.

  • Can I apply the O’wow Smoothing to dry and damaged hair?

      Definitely! Our treatment is also classified as a conditioning treatment so if you have dry and damaged hair this treatment is exactly for you! The natural bioactive and antioxidants will deeply repair and smooth your hair cuticles and improve moisture retention and the biotin will promote hair growth. If you have very damaged ends we do however recommend avoiding passing the iron on the ends too excessively.

  • For how many applications will the smoothing treatment last?

      The 100ml spray bottle is designed for 1-2 time application, depending on the length and thickness of your hair. For short and/or thin hair the bottle will last for two application whereas for long and/or think hair the bottle will last for one application. Remember that it is vital to apply a generous amount of solution so that you hair is completely saturated.

      Treatment should be repeated after two months in order to maintain the silky and straight hair. This is why we offer you the subscription opportunity so you will have the treatment delivered to you every second month for only $56,90/kit, which will save you a substantial amount of money.

  • Can I go wrong with the application of the treatment?

      There are a few mistakes you need to be careful to avoid:

      1. Not applying enough solution – Remember that your hair needs to be fully wet after spraying in the treatment
      2. Not letting it act long enough – Remember to let it act for one hour and not less than that
      3. Leaving the treatment to act for too long – that could lead to increased product absorption by the hair and a less effective removal of residues during the rinsing.
      4. Not rinsing the treatment properly – Remember to wash the solution off entirely
      5. Straightening too thick sections of hair – Remember to take very tiny (2 cm wide) sections at a time
      6. Not going over each section of hair 6 times with the iron
  • How should I treat my hair after treatment to prolong the effect?
      • Don’t wash your hair for at least 48 hours. Washing your hair too soon will shorten the effect of the treatment.
      • In order to maintain the effect of the treatment use sulfate-free hair products. The shampoo and conditioner included in the kit are both sulfate and paraben-free and are formulated to prolong treatment’s effect.
      • To activate the treatment’s effect blow dry your hair with hot air after each hair wash.
      • To maintain your showstopper hair repeat the treatment after two months.
  • Does your products contain sulfates?

      Nope, all of the products in the O’wow kit are sulfate and paraben free, so no nasty bits like most of the over-the-counter hair treatments, shampoos and conditioners.

  • Can it be used on coloured hair?

      Yes! It will actually benefit damaged hair from dyes, heat, styling and chemicals by repairing, nourishing and strengthening it.

      Yet, we recommend allowing two weeks between coloring and the treatment and ideally it is better to do the treatment first and then color the hair. Coloring the hair will not fade the smooth effect of the treatment!

      NB: When sealing the treatment with the iron on colored hair, it should not go over 350°F so that the colour will not fade. To test that the heat is not fading your hair color, pass the iron on a small section of hair and wait till it cools down. If you notice any fading lower the temperature.

  • Will it make my hair smell?

      Unlike traditional Brazilian Blowout treatments our treatment doesn’t contain any formaldehyde which is often the reason for bad smell in the hair after treatment. Hence, experiencing bad smell after the treatment is extremely rare with our treatment.

      However, if you experience this it might be due to the following reasons:

      1. The treatment wasn’t rinsed off properly before the straightening process. This smell is the residue of the formula proteins that stays in the hair when it is not washed properly. Make sure you don’t leave any solution in your hair before starting the straightening process.
      2. Treatment was sealed in with the iron while hair was not 100% dry.
      3. Treatment does not react well with a person’s body chemistry and it can also be bacteria at the root of the ‘smell’.

      Please note that if you experience a bad smell you should double wash your hair every time you shower. It will gradually wash away so the smell will diminish in max a week.

  • Where do you source your materials from?

      Our ingredients are sourced from Brazil, where the products are also manufactured. We work with local specialists and we make sure our producers and ingredients are of the best quality and ethically produced.

  • Do you guarantee results?

      Yes we do, check the instructions from section Returns & Refunds! We guarantee that our treatment will make your hair more moistures and silkier than ever. Yet, keep in mind that everyone’s hair is different and results may vary from person to person. For some people the intensity of the shine can be stronger than for others. To get a better idea of how the product works on different hair types go and have a look at the before and after pictures sent by our real customers HERE. Also read our incredible reviews to see that it really is a miracle treatment and does really work!

  • Is your product vegan and animal cruelty free?

      Definitely – all O’wow products are cruelty free and vegan. We really care about the wellbeing of animals and our planet.

  • How long till I notice results?

      You will notice results right after you have completed the one time application treatment and it will make you speechless!

  • Can I receive trial samples?

      Unfortunately, we don’t offer samples for now. However, we offer a 100% money back guarantee meaning that if you’re not happy with the results we will give you a full refund!

  • How often should I repeat the O’wow Smoothing?

      The result of the O’wow treatment lasts for up to three months, yet we recommend repeating the treatment after two months so you will maintain the maximum shine and smoothness. This is why we offer you the subscription opportunity so that you will have the treatment delivered to you every second month for only $56,90/kit, which will save you a substantial amount of money.

  • What is the shelf life of your products?

      Our products have a shelf life of 36 months.

  • Why doesn't your shampoo foam much?

      Our shampoo is sulfate-free which is the reason it doesn’t lather as much as the regular over-the-counter shampoos which are often packed with sulfates. While sulfates are responsible for creating a latched they are also harsh detergents that can cause irritation and strip colour.

      Here are some useful tips on using our sulfate-free shampoo in a way that will create lather:

      1. Wet your hair thoroughly. Take the time to make sure your hair is completely soaked, as this will enable you to distribute the shampoo evenly on your scalp.

      2. Shampoo twice – the second shampooing will create a nice lather

  • Is it safe to use while pregnant or breastfeeding?

      The formulation doesn’t include any ingredients that aren’t safe while pregnant. The active ingredient in the treatment is called glyoxylic acid which is absolutely safe to use during pregnancy and breastfeeding.

  • How long is shipping?

      We ship out all orders from our UK based warehouse. Shipping times defer based on your location:

      UK orders: 2-4 business days

      EU orders: 7-14 business days

      International orders: 10-21 business days

  • What happens if I do not collect my parcel?

      If your parcel is not collected from delivery, then it will be sent back to our warehouse. If you would then like a refund, we will refund you the amount of your order minus the shipping costs as we cannot take responsibility for you not being able to pick the parcel.

      To pick up your order from post office, you must provide valid proof of identity. If you are unable to collect the package in person, you may delegate another person, who must have with them:

      1. a letter of delegation
      2. his/her own valid proof of identity
      3. a copy of your valid proof of identity.

      If the package is not picked up within 10 days, it will be returned to our warehouse.

      Alternatively, you may contact the courier directly to agree a second delivery.

  • Where is your company based?

      Our office is in Tallinn, Estonia but the products are all shipped out from our UK based warehouse. Our warehouse and logistics partner is Huboo Ltd who have their warehouse in Bristol, UK.

  • Where do you ship my order from?

      We ship all orders from our warehouse in Bristol (United Kingdom).

      Our courier delivers from Monday to Saturday during business hours and will make one delivery attempt to the shipping address indicated while placing the order. Should this not be possible the parcel will be delivered to the nearest post office.

  • Will I have to pay duties and VAT charges?

      If you are located outside EU you may receive duty and VAT charges upon import. We do not have control over these charges – it is entirely up to the local government / border security and customs office. If you refuse to pay the additional fees at the time of delivery, then your shipment will be returned to us. At that point in time we agree to refund your purchase cost (minus shipping cost to and from your country).

  • Where do you ship & how much does shipping cost?

      We ship worldwide and the shipping for the subscription and Besties Pack is free regardless of your location. From the very beginning we knew that we want to be able to share this innovative and unique hair treatment across the globe.

      Within UK £3,90

      Outside UK £8,90

      International £12,90

  • When will my order ship?

      All orders are first processed within 1-2 business days. Once processed, your order will be shipped out the following business day. You’ll receive a shipment notification email as soon as your package ships.

  • How do I change my shipping address?

      Please send us an email immediately at and we will try our best to have the address amended before it is sent out. Since we process orders immediately through our warehouse, we cannot guarantee address changes after your order has been placed but will assist you if possible.

  • How do I track my order?

      You will receive an automated shipping confirmation email including a tracking link once your order has been dispatched. If you have any questions regarding tracking please email us at

  • Can I amend my order?

      Since we begin processing each order through our warehouse as soon it has been submitted, we are unfortunately unable to amend an order after it has been completed. However, you are always welcome to email us and request a change to your order and we will assist you if possible. We kindly ask that you please take care to double check your details before placing your order.

  • What if I receive a damaged product?

      First of all, we are very sorry for the inconvenience! We replace all products that arrive damaged when you return them within 30 days from the day you placed the order. In such case please contact us at and we will provide you more details on how to handle the return and the replacement. In order to make things easy and fast, please always include your order number in the subject line.

  • How does your 100% money back guarantee work?

      As we firmly believe in our products we are confident enough to offer you a 30-days money back guarantee, in the case our products doesn’t give your hair the desired result.

      To benefit your money back guarantee please send us your order number, before and after pictures, lote number, and any specifications of your process, results, hair type, or previous treatments to You can find the lote serial number on the bottom of your bottle.

      The guarantee is valid for your first order. After providing the details you we will process the refund.

  • How can I cancel my subscription?

      With the subscription the price of one kit is over 20% cheaper then when you order it as a one-time purchase. You can cancel your subscription any time.

      For cancelling the subscription please email us at

  • What is your return policy?

      Due to the nature of our products and EU health regulations we are unable to accept physical returns. However, if you are not satisfied with our products we offer you a 30-days money back guarantee. Please see the FAQs above and contact us at

  • How will my refund be processed?

      Refunds will be returned to the form of payment used when you placed your order.

      How long will it take to receive my refund?

      Refund processing may vary slightly but will generally show up on your account in 2-10 business days.