Brazilian Hair Straightening, Brazilian Blow Dry & 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 specialize 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


 30% off

Monday – Sunday




OCTOBER 27th 2019


Short hair               WAS £220 – NOW £154
Medium hair          WAS £260 – NOW £182
Long hair                WAS £300 – NOW £210
Extra Long hair     WAS £340 – NOW £238

Please note* For thicker/coarser and extremely curly/frizzy hair types there will be an additional charge of £20.

SPECIAL OFFER * Terms and Conditions Apply.* This is a limited offer for New clients only. 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.

Offer ends : 27th OCTOBER 2019.

Please ask your stylist about our loyalty scheme or take a look at our Offers page.

To book your appointment please call

020 7722 1225.

A £50 deposit will be taken on all bookings.

A 24 hour cancellation is required on all bookings or a fee may apply.

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

AMINO MULTIFUNCTIONAL TREATMENT -100% Formaldehyde & derivatives 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. Can be used either as a reconstructing treatment to improve the condition of the hair and smooth out any frizz or unruly curls. This treatment is great if you want to keep your curls or waves but eliminate frizz or dryness whilst keeping the body in your hair.

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

Lasts 2-4 months

Same day shampoo




Our new treatment from Brazil’s leading cosmetic company can be used to straighten unruly curly or frizzy hair and can be used as a hair treatment to hydrate or restore damaged hair. The treatment contains a large concentration of MULTITANNINS that enhance the straightening and alignment of the cuticles. It creates a chain of proteins in the fibers, providing strength and resilience due to adhesion of its agents to the cuticle layer.

Results last up to 24 weeks
Perfect for blonde hair colours
Great for damaged hair
After using the treatment, it can be rinsed immediately, meaning no waiting time
It is suitable for all hair types and can be applied in many different ways to achieve different results.
The treatment rehabilitates and strengthens hair from the inside.

Application 2 – 3 hours.

Lasts 3-5 months

Same day shampoo or leave in



100% Formaldehyde Free Elastin Protein Treatment

ELASTIN PROTEIN SMOOTHING TREATMENT – 100% fomaldehyde & derivatives 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.

Lasts 3-5 months

Same day shampoo or leave in

BEOX Professional Keraprime 100% Formaldehyde & derivatives 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
  • Toner Colour already mixed in to stop blondes from lifting
  • 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

Application: 2 – 3 hours

Lasts 3 – 5 months

Same day rinse. See results straight away.

BOEX Keraprime Keratin Treatment

BEOX – Kera Coffee – Maximum Straightener 100% Formaldehyde and Derivatives free.

Single step smoothing, developed with proteins, acids and oils, promotes hair alignment and intensive hair repair. Leaving them disciplined, glowing and extremely soft.
KeraCoffee Straightment System contains the exclusive Green Complex – Blend of laboratory-modified acids such as Aspartic Acid and Glutamic Acid. It acts on the hair by protecting the hydro-lipid layer, preventing the action of external moisture, reinforcing the hair fiber and aligning the them to the desired shape. It reduces the hair volume and gives extraordinary brightness. Amazing shine and straightening for all types of hair.

Application: 2 – 3 hours

Lasts 3 – 5 months

Leave in for 24 + hours for best results


The Curly Hair treatment provides intense hydration and structure regeneration through its formula comprised of bio-collagen, elastin, and essential oils which fill in the hair fiber grooves and form a protective film around it, thus retaining moisture, increasing tensile strength and curl definition.

Hydrates, shapes and defines curls.  Provides volume and frizz control and fills in the hair cuticles.

Recommended for:  Curly Hair, Wavy hair, Frizzy hair

Application: 2 – 2.5 hours

Lasts 3 months

See the results straight away

Price: £140 – £180

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.

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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