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Brazilian hair straightening (also called escova progressiva(progressive blow-dry) or keratin straightening) is a method, originating in Brazil of permanently straightening hair by sealing the hair in a keratin and formaldehyde solution with a very hot hair iron.

Treatment
The treatment takes an hour and a half to four hours depending on the length and thickness of hair, and involves many steps. The cost averages at $150, but can be up to $600.

The soluion is keratin based, but also contains formaldehyde. A 450o iron is used which will seal in the formula on the external layer of the cuticle. Because keratin comprises a great deal of your hair, the treatment penetrates the hair, sealing in moisture, and smothing out the roughness of the cuticle, this is what makes the hair shiney and glossey. Therefore, not changing the stucture of the hair, which is why many say it is better than Japanese thermal reconditioning. Also, the keratin does not burn the scalp as opposed to a relaxer.

Health Effects
Many argue that because Brazilian hair straightening products contain formaldehyde, they are unsafe because can irritate the lungs and eyes. It is also said that you should not use the treatment if you are pregnant or nursing.