This product is by Belegenza and it's called Simply Straight Progressive Straightener. Here's the description: Simply Straight Progressive Straightener is a unique food-grade fusion that straightens curl and frizz over time the more you use it. Excellent for controlling multi-textured curl patterns. This is a natural alternative to harsh chemical relaxers and straighteners. A gentle straightening process which smoothes the curl structure and takes up to 30 applications to get full results. Very gentle and effective. Remember that your new growth keeps coming, so once desired straightening is achieved on mid-shaft continue to apply to new growth and/or problem areas. Perfect on children's hair to soften curl and eliminate tangles. Safe for all hair types and is compatible with relaxers, keratin treatments and is safe for children. On excessively curly long hair, use as a dressing when braiding and after several uses, see softness and control without having used chemicals. Lye-free/ sodium and calcium hydroxide-free/ formaldehyde-free Use as a styling aid for gentle softening of the curl. Target stubborn curl/frizz/or new growth. Controls humidity and leaves hair with a healthy bounce. Here's the ingredients: Purified Water, Sugar Cane Extract, Glycerin, Butylene Glycol: humectant/moisturizing carrier, mold preventor, Cetearyl Alcohol: coconut oil derivative, not isopropyl alcohol, non-drying, Hawaiian Algae, Red Mapleweed, Gulfweed Algae, Ricinus communis: Castor seed oil, Sorbitol: sugar/berry extract, Glyceryl Stearate: coconut oil derivative, Peg-100 Stearate: fatty acid ester, Polyquaternium-4/Hydroxypropyl starch copolymer: thickener/binder, Polymerized Hydro-Carbons: Proprietary vegetable oil complex, Sodium Polystyrene Sulfonate: cellulose fiber resin, Polyvinylpyrrolidone : rubber tree derivative, Peg-90M: Wax Tree extract, Phenoxyethanol: Sugar based fungal preventor, Fragrance: phthalate-free natural, Peppermint Oil, Wintergreen Oil, Yellow-10 & Blue-1: FD& C approved safe coloring, Castor Oil Extract. Here are the reviews: "Fantastic!! Perfect!!! Awsome!! I Love it!!" — Heather Pearman Product Review (submitted on May 6, 2011): I have used permanent relaxer in hair for years! As a holistic practitioner I've been searching for a natural, eco-friendly product and I finally found it. I LOVE it. My hair is in better health. The texture is so much better, it's unbelievably softer, silkier, shinier and I always get tons of compliments. I refer it to my patients and people all of the time. Really Works!" — Simone Product Review (submitted on March 12, 2011): I've used this about three times so far and what a difference... I have very tight curls and my hair has been very dry due to air quality, heat etc, but since using this product, my curls have loosened some and I can run my fingers and even a comb through my hair! It's so gentle, I could leave in overnight... Absolutely love!!! AWESOME!!! Does what it claims!" — April B. I was skeptical of this product! How can something relax your hair without DAMAGING it??? Well, I still don't know how - but this does it! My naturally curly red hair was tamed, frizz free, and LIKE SILK! I couldn't stop touching my hair and all my teaachr co-workers wanted to know what I used! THIS IS IT!!! A "professional review" Simply Straight vs. Keratin treatments… Belegenza! Filed under: Condition and Repair,Curly/excessive curl,Ethnic hair care,Frizz Control,Humidity Protection,Mixed texture — admin @ 6:33 pm Share With the Simply Straight, is it damaging or is it more like the other keratin straighteners that help seal the shaft and repair damaged hair? The Simply Straight is very conditioning to the hair. It works via a Vitamin C complex that slowly softens the cysteine bonds in the hair and works progressively. In other words, it will take many applications to soften the curl to the desired level, so you get to stay in control. Also, it is very helpful in blending frizz and curl into a controllable state. Most love it because it really keeps the humidity from wrecking the style. Given that you are in AZ, I doubt that you have any concern with humidity, but it is a testament to its incredible style holding ability. What do you ladies think? What's going on here? Is this safe for naturals to use to control their hair in the humidity? Will it wash out? Can women who relax use this instead of getting touch ups? Is this even possible?