Brazilian Hair Straightening & Keratin Treatments in London

Joshua Altback is the leading hair salon in London and the UK for Brazilian hair straightening and keratin treatments. We provide the best and newest products available with the latest technology.

Being the first salon to specialise in the Brazilian Keratin Treatment otherwise known as the Brazilian Blow Dry or Permanent Blow Dry, we now provide six different treatments, each of which is tailor made to suit your hair and lifestyle needs.

The Joshua Altback Salon has featured in many press articles for our expertise and knowledge in hair straightening and the results we achieve. It is important to communicate to our clients that all our products are completely and certifiably safe.

Your first appointment will begin with a thorough consultation which includes a scalp and hair analysis – this is to ensure that the right treatment is selected for your hair type as well as your lifestyle.

Please call us on 020 7722 1225 to book.

The Best Brazilian Blow Dry in London!

Permanent hair straightening is a service that many salons struggle to offer their clients whilst preserving quality. The Joshua Altback salon was one of the first in the UK to offer the keratin treatments that we are now so well known for and we are able to offer a Brazilian blow dry in London unlike any other as a result. This approach allows our clients to finally find the permanently straight hair that they have been looking for!

Brazilian keratin treatments from the Joshua Altback salon

40% off our hair and beauty offers!

30% off
Monday – Friday
20% off
Saturday & Sunday





(Offer not valid for Men)

SPECIAL OFFER * Terms and Conditions Apply.* This is a limited offer for New clients & clients that have not returned to the salon for a keratin treatment within 6 months. Discount offers not valid for Men.  Prices may vary depending on length, thickness and amount of product used and are subject to current 2019 prices. Valid for all of our 6 different Brazilian blow dry / keratin treatments. You can also receive 20% off a haircut or trim before or after your treatment. Book a Colour service or any Beauty Treatment for the same day or your next visit to the Salon. Offer ends : 14th APRIL 2019.


CALL 020 7722 1225


Discovhair Logo - products we use in the Joshua Altback salon
Discovhair product range
Discovhair Amino hair treatment and haircare

Amino multifunctional treatment -100% Formaldehyde free

This unique formula from DiscovHair labs use advanced technologies to support all hair types. The Amino formula contains a synergy of proteins and natural amino acids combined with unisphere micro-capsule keratin. Excellent symbiosis between molecules and natural hair substances transform hair into silk-soft, healthy and straight for 16 – 24 weeks without taking the natural body out of the hair.

Can be used either as a reconstructing treatment to improve the condition of the hair, smooth out any frizz or unruly curls and as a straightening treatment.

Non allergic & formaldehyde free
Effective for all types of hair and all ages
Safe during pregnancy and breastfeeding
Can wash, dye and highlight hair before or right after treatment

Application 2 – 3 hours

Price from £240
(Price depends on texture, length, thickness and amount of product used)

Men (from £90 – £150)

Same day shampoo

Green Clay Keratin & Straightening Treatment (discontinued)

DiscovHair™ – innovative hair technology’s unique formula based on green clay transforms hair into smooth, shiny and healthy.

Green clay dates back to ancient France then used to heal sensitive head skin and renew damaged hair. French green clay has extraordinary qualities in preventing hair loss, strengthening hair and enhancing growth.

Recently green clay has become an essential ingredient used in various treatments throughout the cosmetic industry. Green clay’s natural components are rich in multifunctional elements and contain 25-35 natural minerals that promote healing and hair care.

The synergy of green clay’s unique properties combined with Unisphere keratin micro-capsule proteins turn green clay-keratin formula into an effective and healthy treatment that leaves hair soft, silky and light.

Reconstructs dry damaged hair at the same time as straightening
Effective for all types of hair
Short and simple process
Long-lasting results (16-24 weeks) durable to various conditions
Can wash, dye, highlight and cut hair right after treatment
Non-oxidative components maintain hair pigments

Application: 2 – 3 hours

Price: from £240
(Price depends on texture, length, thickness and amount of product used)

Leave in 1 – 3 days

Green Clay Keratin used for our Brazilian blow drys
100% Formaldehyde Free Elastin Protein Treatment

Elastin Protein Straightening Treatment – 100% fomaldehyde free. New advanced solution.

This straightening treatment has a unique formula that was developed by DiscovHair labs and fits all hair types including Afro hair. The formula contains rich concentrated proteins of selected amino acids from the hydrophobic amino acid family. So the main acid is the Elastin Protein. This protein has elastic and flexible qualities
enabling it to stretch the disulphides in the hair but still keeping it flexible and strong. It will be super fast and super easy to blow dry your hair staying smooth, incredibly shiny and bouncy but without frizz or unruly curls. We can use this treatment in various ways to achieve different results. This is our most popular treatment and can be used as an alternative treatment to the Brazilian Blowout.


The soft results last up to 24 weeks and are resistant to changing conditions, such as weather, meaning the smooth appearance is long lasting.
The Keratin formula boosts the quality and appearance of hair, achieving healthy-looking results.
The treatment is quick, simple and effective immediately. After using the treatment, it can be rinsed immediately, meaning no waiting time
It is suitable for all hair types and can be regularly applied when needed, with no negative impact on the hair.
As well as creating the ideal smoothing look, the treatment rehabilitates and strengthens hair.

Application 2 – 4 hours.

Price: from £260
(Price depends on texture, length, thickness and amount of product used)

Men from £90 – £150

Same day shampoo or leave in

Elastin Keratin Intense

This treatment is one of our more effective straightening products similar to The Brazilian Blowout. Can be used on any type of hair texture including Afro hair types. Results can be varied depending on the application and texture of hair. It’s also designed to successfully treat damaged hair and aid the recovery from any previous chemical treatments. When combined, elastin and keratin promote healthy and strong hair, reducing split ends and breakage and giving instant results of revitalised, smooth and manageable hair.


Effective for all types of hair.
Long-lasting results (16-24 weeks) durable to various conditions.
Customers can wash, dye, highlight and cut hair right after treatment. Non-oxidative components maintain hair pigments.
Safe for repeated treatments anytime and for any part of hair, including previously treated (same or other) areas.
Effective synergy of ancient knowledge and innovative technology.
Minimal odour compared to other keratin based straightening treatments.
Soft, smooth and shiny hair after treatment.

Price from £240
(Price depends on texture, length, thickness and amount of product used)

Men from £90 – £150

Application: 2 – 3 hours

Same day rinse or wait 1-3 days for straighter results

Elastin keratin flexible and smooth
BOEX Keraprime Keratin Treatment

NEW – BEOX Professional Keraprime 100% Formaldehyde free

Our newest product the BEOX professional Keraprime Solution is enriched with the Fiber Protein System – an oil and protein complex with a one-of-a-kind, intensive restorative technology that replenishes nutrients, smoothing hair fiber as you desire and preventing strands from fading and turning yellow. It does not require prior washing and can be applied to any type of hair, as its formula is fully compatible with other types of chemically treated hair. Keraprime Solution does not contain Formaldehyde or harsh chemicals when heated. The results can depend on the application we use.


  • Effective for all types of hair
  • Lasts up to 50 washes
  • The Keratin formula boosts the quality and appearance of hair, achieving healthy-looking results.
  • The treatment is quick, simple and effective immediately. After using the treatment, it can be rinsed immediately, meaning no waiting time.
  • Soft, smooth and shiny hair after treatment
  • Can get straight results without formaldehyde

Price from £240
(Price depends on texture, length, thickness and amount of product used)

Men from (£90 – £150)

Application: 2 – 3 hours

Same day rinse. See results straight away.

At the Joshua Altback Haircare and Beauty Salon, you and your hair directly benefit from the knowledge held by our experienced members of staff. As one of the first salons to offer keratin treatments in London, we know exactly what products to use and perhaps more importantly not to use to both protect and improve the condition of your hair when applying our specialist Brazilian hair straightening treatments.

We make use of industry leading hair care products that not only protect but can even strengthen your hair. We can apply the treatments in various different ways depending on the condition and texture of your hair.

Our treatments result in smooth, healthy and conditioned hair with a radiant shine. They are even suitable for all types of hair including Afro Caribbean hair and damaged hair!

We can get hair permanently straight without using formaldehyde, relaxers or Japanese straightening products such as the Yuko system or Momoko!

It’s all in the application and our experience and knowledge on hair texture and condition of the hair.

Brazilian Blow Dry in London at the JA Salon
Before and after our treatments.

What makes us the leading UK specialists?

We have outstanding, unrivaled experience in application of all our products.
We use the latest technology and advanced new quality products available.
We have a choice of 6 individual treatments to suit all hair types and lifestyles.
We provide the best aftercare hair products including Elastin, Discovhair, GK and YBERA.
Our salon is fitted with powerful extractor fans above each position eliminating fumes for your comfort.

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