Joico Smooth Cure Sulfate-Free Shampoo 300ml

We can think of a few reasons you might want to try our Smooth Cure Shampoo, but here are two of the best: This gentle cleanser is actually the smartest way to preserve and extend a (pricey) straightening treatment long after you leave the salon. And if you haven’t gone the pro route, but want sleeker, smoother tresses without the expense or exposure to harsh chemicals, this shampoo gets you there – and keeps you there for up to 72 hours.

Perfect choice for: Curly or “erratic” hair – whether coarse or fine–that’s in need of some serious taming.

Here’s how: Apply to your textured hair; lather, rinse (repeat if you’re craving a second go-round). For ultimate smoothness follow with Smooth Cure Conditioner.

The inside secret: Our formaldehyde-free KeraShield Complex – the cornerstone of our smoothing shampoo–contains Keratin, Brazil Nut Oil, and Tucuma Butter, designed to strengthen and straighten, reduce frizz by 7