Sep 18: Renowned hair expert Amit Thakur joined L’Oréal Professionnel to unveil Keratin Alpha Sleek, a breakthrough anti-frizz haircare innovation powered by patented smoothing technology. Designed specifically to tackle one of the biggest hair concerns among Indian women, Keratin Alpha Sleek delivers long-lasting smoothness and frizz control while preserving the hair’s natural movement.
Adding to the glamour of the evening, celebrities including Krystle D’Souza, Shivangi Joshi, were present at the event alongside industry influencers, media, and beauty enthusiasts, experiencing firsthand the future of professional anti-frizz care.
Developed after 15 years of research and backed by four patents, Keratin Alpha Sleek is a first-of-its-kind hybrid of haircare and texture technology that works at the Keratin Alpha level, helping reprogram hair from within rather than merely treating the surface. The result is smoother, more manageable hair with long-lasting frizz control, without permanent straightening.
The immersive launch event brought to life the brand’s latest campaign, #FrizzProofYourHair, celebrating the “Busy Frizzy Girl” who navigates packed schedules, spontaneous plans, workouts, commutes, and social gatherings, all while seeking hair that keeps up with her dynamic lifestyle.
Guests were invited to experience a series of interactive zones inspired by a day in the life of the Busy Frizzy Girl, from getting ready in the morning and commuting through the city to fitness sessions, salon transformations, and evening celebrations. The experience also featured the Smoothness Lab, where attendees discovered the science, technology, and efficacy claims behind Keratin Alpha Sleek.
At the heart of the range is the Smooth Transformer, a heat-activated, progressive smoothing treatment designed to reshape Keratin Alpha chains from within the hair fibre, providing up to two weeks of smooth, frizz-controlled hair when used as part of the complete regimen. The range also includes a sulphate-free shampoo, nourishing mask, and protective serum, creating a comprehensive anti-frizz routine suitable for natural and coloured hair.
With Indian humidity and unpredictable weather often making frizz management a daily challenge, Keratin Alpha Sleek empowers consumers to spend less time worrying about their hair and more time saying yes to every plan.