Keratin. The structure.
The protein hair is made of. It fills the gaps left by colour, heat and sun, and rebuilds the skeleton that holds the hair straight.
HER BOSS Gold Line
Smooth.Glossy.Soft.
A keratin and collagen straightening that repairs the hair during the treatment.
- No formaldehyde
- No glyoxylic acid
- Registered with the Israeli Ministry of Health 0892026113912
- Keratin and collagen in one formula
- Professional 1000 ml bottle
- At certified salons only
Back again? Order again
The full line
The straightening stays at the salon. The care comes home.
Hair quiz
Which routine fits your hair?
Three short questions. At the end: what to use at home, and what to ask for at the salon.
Your routine
Shampoo
Every wash
Mask
Once a week
Serum
On damp hair
Body and hair perfume
To finish
At the salon: ask for HER BOSS Gold Line by name.
After straightening: a salt-free shampoo at every wash keeps the result.
The whole routine in one setSets
The treatment at the salon.
The routine at home.
Shampoo, mask, serum and perfume in one set.
Shop sets
For salons and stylists
One professional bottle
for every hair type.
Order direct, no sign-up. Your first order includes training.
OrderResults
Before. After.
Same client, same camera distance, same light. One HER BOSS treatment.
From the salon
Three clients. Three hair types. One treatment each.
HER BOSS Gold Line
Keratin and collagen. 1000 ml.
A professional bottle for salons and hair stylists. Order direct, no sign-up.
Delivery within 7 business days.
Your first order includes training on the working protocol, step by step.
Who's behind it
Yulia.
Over 10 years of straightening and hair repair, and nothing else. Five professionals in the salon in Ashkelon, and this is all they do. For years I worked with other brands' products. Some straightened and burned, some didn't last two weeks. What I was looking for didn't exist, so we developed it. Every change to the formula is tested on me and on my clients first.
Because Your Hair Deserves The Best
The formula
Keratin and collagen. Not one of them.
Almost every straightening product relies on a single protein. One protein straightens or softens. Not both.
That's why hair comes out smooth and feels like straw.
Collagen. The seal.
Closes the cuticle over the keratin. That's where the softness and shine come from. From the hair itself, not from a silicone coat that washes out by the third shampoo.
The formula is sealed inside the hair under controlled heat. This is the step that turns absorption into a result that stays. Scroll, and the iron will pass over the strand.
One formula. One protocol.
One bottle for every hair type. The stylist adjusts processing time and heat to each client's hair.
- proteins in one formula
- 2
- formaldehyde and glyoxylic acid1
- 0
- hours of treatment at the salon
- 3–4
- bottle for every hair type
- 1
How it works
One straightening. One protocol.
One bottle for every hair type. The stylist adjusts processing time and heat to each client's hair.
- Treatment time
- 3 to 4 hours
- Lasts
- Treated hair stays smooth. What grows from the root is treated next time.
- Finish
- Washed at the salon with salt-free shampoo and mask. No blow-dry.
- Suits
- From fine and thin to thick and afro hair. Coloured and bleached too, after a strand test.
- Composition
- Keratin and collagen. No formaldehyde, no glyoxylic acid.
- Registration
- Israeli Ministry of Health, 0892026113912. Hair and scalp products.
Who it's for
A professional product.
The straightening is sold to salons and hair stylists only. Controlled heat, precise processing times and hands that know.
01
Salons and hair stylists.
Register once and get a member card: the straightening formula and the home line at professional prices that drop with quantity, plus 10% club discount on every order. Training and certification on the working protocol.
02
Private clients.
The treatment itself happens at a certified salon. For maintaining the result at home, the care line is on its way.
The straightening guide
Everything you need to know. No marketing.
What's in every straightening, the difference between keratin, Japanese and organic, what it costs, and what's safe.
Written by the people who do this every day. In Hebrew.
Keratin straightening. The full guide.
What it is, how it works, who it suits and how long it lasts.
Read more
Keratin, Japanese or organic.
One table of the differences, and how to choose by what you want.
Read more
What straightening costs.
Price ranges in Israel in 2026, and what sets them.
Read more1 / 3
What people actually ask.
What is the HER BOSS straightening?
A professional Israeli straightening built on keratin and collagen. Keratin rebuilds the hair's structure and collagen seals and softens. Smooth, glossy hair that's soft to the touch. Available at certified salons only.
Is there formaldehyde or glyoxylic acid in the product?
No. The formula contains no formaldehyde and no glyoxylic acid, and is registered with the Israeli Ministry of Health in the hair and scalp products category.
How long does the straightening last?
Treated hair stays smooth and doesn't go back to frizz. What grows from the root is your natural hair, and that's what gets treated next time.
Will the hair get shorter after the treatment?
No, the hair does not get shorter. It's one of the checks we do in every documentation, at the same camera distance and in the same light.
What about coloured or bleached hair?
It works, and this is where the collagen makes the biggest difference. The colour doesn't change and doesn't lighten. On heavily bleached hair we do a strand test first.
Is it safe during pregnancy or breastfeeding?
Our recommendation is to wait. Even with a product free of formaldehyde and glyoxylic acid, a heat treatment of several hours is not the right time. We'll be happy to see you after.
Can I buy the product for home use?
No. The formula is sold to certified salons and hair stylists only. For maintaining the result at home, our care line is on its way.
HER BOSS Club
Before everyone else.
And 10% off every order.
New launches, the home line and professional training. Join once, and the discount applies at checkout by your email.