What Is All the Buzz Around Impossible Keratin™?

What Is All the Buzz Around Impossible Keratin™?

We’ve all heard about the benefits of keratin. From treatments at hair salons to hair care products such as serums and masks, we find this key ingredient everywhere. But what exactly is keratin and is it really that good? 

As an essential protein found on the outermost layer of the epidermis, keratin is naturally present in our body. In fact, it is a key component of our hair: formed by 18 different amino acids, keratin is especially beneficial to combat dryness and heat since it improves hair’s moisture retention. When your hair strands have the keratin they need, they are in their healthiest state: flexible, strong, shiny, and smooth. 

However, keratin can be depleted by ingredients commonly found in hair care products, by heat styling, and by many chemical treatments. Damaged hair changes its properties: it becomes dry, fragile, opaque, rough, and more vulnerable to damage. A simple water droplet test done in damaged hair reveals how water can pass in and out of the cortex, meaning all those nutrients you are missing won’t get absorbed. 

Our Chief Innovation Officer, Isabel V. Greaves, spent years developing a formula that improves hair after every use. Yes, every use is right! Unlike most other keratin products, ours use an innovative plant-based formula to replenish your hair with keratin. Regardless of your hair type, all human hair is made up of keratin and other components. That’s why every single one of our products works on all hair types.


  • Strengthens hair
  • Enhances elasticity
  • Helps protect hair from damage caused by styling or chemical processes
  • Aids damage recovery
  • Adds shine
  • Improves wet & dry combing
  • Reduces static & frizz, making your style look great and last for longer

According to our tests, Impossible Keratin significantly improves hair’s internal strength. When combined with our plant-based collagen, it also increases conditioning performance. Finally, our silk amino acids act like keratin by strengthening each hair strand and adding a final, smoothing touch so you get healthy, touchable hair.

Highlight: Our proprietary complex, Impossible Keratin, delivers enhanced strengthening and flexibility compared to keratin alone, especially to weakened or damaged hair.

Expert Insight: We suggest that you add our styling creams and leave-ins to your hair care routine, regardless of your hair type, because these contain a higher concentration of Impossible Keratin, helping you see better results faster.