There's Keratin … and There's Impossible Keratin. Meet Your New Favorite Keratin Shampoo

There's Keratin … and There's Impossible Keratin. Meet Your New Favorite Keratin Shampoo

If heat and humidity feel like kryptonite for your hair, another ‘k’ product typically comes to the rescue. The ultimate weapon when trying to do away with unmanageable frizzy hair, keratin is also a key ingredient at the core of numerous hair-strengthening solutions. From treatments at hair salons to a host of keratin products such as shampoos and conditioners, serums, and masks, there's no doubt that people of all hair types believe in its benefits. But wait until you meet the new kid on the block: Impossible Keratin™, by LatinUs Beauty (Lu). It's the plant-based alternative to traditional keratin that gives you better results while using a proprietary, cruelty-free, vegan formula. And it will be your hair’s new BFF.


What Is Keratin, and What Does It Do? 

What is keratin?

What exactly is keratin, and why does it work so well? You might be surprised to learn that the root of this word – from the Greek κέρας (kéras) - means "horn." That’s because keratin is, in fact, a fibrous protein found in epithelial cells that help form the tissues of everything from horns, nails, feathers, claws, hooves, skin, and internal organs, to – you guessed it – human hair.

So if keratin is such an important structural building block of your hair, why the frizz? The answer lies in everyday wear and tear. Dyeing and applying harsh chemicals to your hair, or subjecting it to heat damage from irons and blow-dryers when you style it, can lead to losing essential hair protein and porosity.
Porosity refers to how well your hair is able to absorb and hold moisture.

It is affected by the flexible outer hair layer called the cuticle, which determines how easily moisture and oils pass in and out of your hair. Healthy hair has low porosity, while porous hair is an indication of damaged or stressed hair. For most people, porosity is genetic, but it can also be affected by external factors such as exposure, heat treatments and chemical processes. Knowing your hair's porosity can help you choose the right products to keep your hair well-moisturized, supple, strong, and shiny.

When you apply a keratin hair treatment – be it the famous Brazilian Blowout at the salon or a DIY product for home use - the molecules coat the hair cuticle, protecting it from breakage and smoothing it by improving your hair’s moisture retention. Many keratin treatments are touted as longer-term solutions, with some even claiming that results can last for up to six months.

However, this method is not without its drawbacks. Some of these treatments rely on ingredients like formaldehyde… that’s right; the same stuff used to embalm corpses. In fact, the American Cancer Society warns that formaldehyde is a known carcinogen.


Meet Impossible Keratin



At LatinUs Beauty we’ve taken the superpower of keratin a step further by developing our own, proprietary complex of plant-based keratin and collagen, plus silk amino acids. We call it Impossible Keratin™, and we achieved it by blending 18 different vegan amino acids sourced from wheat and soy, and vegetable fermentation, to mimic your hair’s natural keratin. In addition, our Impossible Keratin formula provides three times the strength and flexibility to hair strands at a microscopic level, resulting in a shinier, healthier mane that defies frizz and minimizes the effects of humidity.

By producing a plant-based solution, our keratin is formaldehyde-free, colorant-free, sulfate-free, cruelty-free, paraben-free and phthalate-free. And the best part? Impossible Keratin is an ingredient in ALL our shampoos, conditioners, and styling creams, and works on all hair types. Curious? Here are our three collections, inspired by the wisdom of natural remedies.

  • The Control Collection focuses on heat protection and long-lasting styling for smooth hair that feels soft, removes frizz, and looks postcard-perfect all day long. The star ingredient is Murumuru; a rare Amazonian seed that energizes and hydrates hair from the first wash. Murumuru Butter contains natural antioxidants and is rich in vitamins and omega acids, allowing it to be highly emollient and moisturizing. And our Control Shampoo and Conditioner smell amazing! Sweet almond, jasmine, tonka bean, musk and Sicilian blood orange combine to form a well-blended scent with sweet and empowering top notes.
  • The Rescue Collection tackles the root cause of hair damage from chemical dyes, straightening treatments, heat irons, and environmental factors. And the magic comes from the Shatavari, an ancestral root sourced sustainably from India that has potent restorative properties capable of nourishing and rejuvenating your hair. This popular Ayurvedic plant is high in antioxidant-rich saponins, known for their healing properties. The Rescue Collection’s scent of violet leaves, citrus nuances from mandarin and bergamot combine to form a pleasant, caring sensation that doubles as aromatherapy.
  • Got curly hair? The Freedom Collection is all about the curls. Featuring Moringa seed oil – a sacred medicinal plant from the Himalayas that’s rich in phytonutrients, antioxidants, and vitamins – the products in this collection strengthen hair strands for visibly healthy, luscious curls. With a fresh, citric fragrance of marine notes, mandarin, and peach, the Freedom collection delivers hydration and definition.


Doing the Impossible

Impossible Keratin by LatinUs


You might swear by the salon keratin treatment your stylist offers, or your favorite shampoo, conditioner, keratin supplements or serums. So why make the switch? For one, if you believe in clean beauty or choose cruelty-free brands and vegan products, Lu is the hair care company for you. We are industry pioneers in offering 100% plant-based keratin proteins across all our products. Impossible keratin also works better than traditional keratin treatments. A lot better.

We tested our game-changing product on all types of hair and proved that our formulas increase hair's tensile strength and elasticity, while also reducing combing friction. This translates to stronger hair, a smoother cuticle, and less breakage during combing. When you think about it, the Impossible choice is also the best choice for your hair.