Because Your Hair Deserves The Best
After years of experience with thousands of clients, we developed our own straightening formula — one that gives stylists complete confidence in the result, and clients healthy, smooth, glossy hair. It repairs the hair during the treatment, suits even challenging, frizzy or chemically-treated hair — and is registered with the Israeli Ministry of Health.
A professional product. Sold exclusively to salons and hair professionals.
Move the line — and see the difference.
Three clients, three hair types, one treatment each.
Real HER BOSS straightening results from our certified salons — updated all the time.
Almost every straightening product on the market relies on a single protein. One protein can straighten, or soften — not both. That's why hair comes out smooth and feels like straw.
The formula was developed over years with some of Israel's leading chemists, and is made in Israel under Ministry of Health supervision. The registration number is right on this page.
The protein hair is made of. It fills the gaps left by color, heat and sun, and rebuilds the skeleton that holds the hair straight.
It 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. The collagen penetrates deep into the hair fiber — that's where both the repair and the shine come from.
One bottle for every hair type. The stylist adjusts processing time and heat to each client's hair.
A straightening that leaves hair smooth, natural, glossy and silky — no frizz, with natural movement.
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Professional sign-in · Price list
For over ten years I've done only straightening and hair repair. Five professionals work in our salon in Ashkelon, and this is all we do.
For years I worked with other brands' straightening products. Some made hair smooth and burned it. Some were gentle and didn't last two weeks.
What I was looking for didn't exist — a product that straightens and truly repairs, without shortening and without changing color. So we developed it — and that's how the HER BOSS straightening was born.
I still work with clients' hair every week. Every change to the formula is tested on me and on them first.
The straightening stays professional. The aftercare is coming to your home too.
Keratin and collagen. The straightening product itself.
For professionalsSulfate-free, to preserve the straightening over time.
Soon · for home tooA weekly treatment for straightened hair.
Soon · for home tooA scent that stays, without drying alcohol.
Soon · for home tooThe straightening formula is sold to salons and hair professionals only. It requires controlled heat, precise processing times and hands that know — so it is not sold for home use.
Trade prices after approval, and training on working with the product.
The treatment itself happens at a certified salon. For maintaining the result at home — our care line is on its way.
HER BOSS is a professional Israeli straightening treatment 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, same length and same color. Available at certified salons only.
No. The formula contains no formalin and no glyoxylic acid. The product is registered with the Israeli Ministry of Health under number 1972026141614, in the hair & scalp products category.
Our recommendation is to wait. Even with a product free of formalin and glyoxylic acid, a four-hour heat treatment is not the right time. We'll be happy to see you after.
It works — and this is where the collagen makes the biggest difference. The color doesn't change and doesn't lighten. On heavily bleached hair we do a strand test first.
Permanently. 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 — the treatment itself has no expiry date. The only thing that varies between clients is how often the new growth needs doing.
No. Identical length before and after. It's one of the checks we do in every documentation — same camera distance, same light.
No. The formula is sold to certified salons and hair professionals only — the treatment requires controlled heat, precise timing and trained hands. For maintaining the result at home, our care line is on its way.
No. Hair leaves the salon smooth without a blow-dry — it's part of the protocol, not a step the client finishes at home.
From fine and thin to thick and afro hair. The protocol changes with the hair type — processing time and heat are set by the stylist.
No. Hair is washed at the salon, right at the end of the treatment — with sulfate-free shampoo and mask. The client leaves with clean, finished hair and a pleasant scent that stays, with no waiting days and no ban on hair ties or clips.
Salons receive a wholesale price list. Private clients — we'll point you to a certified salon.
New launches, the home care line, pro training and updates — before everyone else.