This is a professional straightening cream that changes your hair’s shape from the inside by perManent. You can find this product and more from the brand in the full Goldwell range.

• Hair stays straight for a long time, not just temporarily
• Four strengths: from coarse and stubborn to severely damaged hair
• Noticeable reduction in frizz after treatment
• Contains kukui oil for extra softness and shine
• No formaldehyde, but professional strength
• Shorter processing time compared to older formulas
• Always used in combination with Agent 2 Neutralizing Cream

1. Choose the right strength: 0 Strong for coarse, untreated hair; 1 Regular for normal hair; 2 Medium for coloured hair; 3 Soft for sensitive or bleached hair.
2. Apply the cream evenly to dry, unwashed hair. Avoid the scalp as much as possible.
3. Leave the cream on as directed on the packaging. Check hair elasticity during treatment with a test strand.
4. Rinse the cream thoroughly with lukewarm water.
5. Blow-dry the hair straight and flat iron it.
6. Then immediately apply Agent 2 Neutralizing Cream. This step locks your hair in its new straight shape.

Make sure to protect your hair well after treatment. The Dualsenses Bond Pro Fortifying Conditioner fits perfectly into your weekly routine: it strengthens hair from within and helps reduce breakage after a chemical treatment.

Your hair is made of bonds that keep its shape, whether curly or wavy. The cream temporarily breaks these bonds so you can reshape your hair to straight. Then Agent 2 reseals the structure, keeping the hair in its straight position.

The formula contains kukui oil, a gentle oil that keeps hair flexible and adds shine during this intense chemical process. This means your hair becomes straight and feels soft after treatment instead of dry and brittle. This makes the Structure + Shine line ideal for anyone wanting long-lasting straight hair without compromising hair condition.

Choose based on your current hair condition, not just how it feels. Goldwell divides the strengths as follows:

• 0 Strong: coarse, untreated, very stubborn hair
• 1 Regular: normal, healthy, slightly resistant hair
• 2 Medium: coloured or lightly highlighted hair
• 3 Soft: heavily damaged, bleached or lightened hair

Unsure? Always choose the milder option. Choosing a strength that's too strong increases breakage risk, especially if your hair is already bleached or coloured. When in doubt, ask your hairdresser before proceeding.

For lightly coloured hair, suitable strengths are Medium (2) or Soft (3). These variants are milder and contain more nourishing ingredients to protect fragile hair.

For heavily bleached or overprocessed hair, caution applies. Hair that is already porous and brittle is less tolerant of chemical straighteners. Breakage risk is real regardless of strength chosen. Always do a test strand first and wait 48 hours before the full treatment. After treatment, if you use a colour care product, the Dualsenses Color Revive Conditioner helps keep your colour vibrant and hair soft.

Yes, always. Without Agent 2, the treatment is incomplete and leaves your hair vulnerable.

Agent 1 opens the hair structure allowing reshaping. Agent 2, the Neutralizing Cream, reseals and locks the hair in the new straight position. Skipping this step risks not only losing the final result but also causing damage. It's always two steps, no shortcuts.

A keratin treatment smooths hair temporarily by adding a coating on the outside. This washes out slowly after a few weeks. Structure + Shine works differently: it changes the hair structure itself. This result lasts on treated hair until it grows out or is cut off.

Another difference: many keratin treatments contain formaldehyde or releasing agents. Structure + Shine uses thioglycolate chemistry and contains no formaldehyde. This makes it a more conscious choice for many looking for a long-lasting solution for curly or frizzy hair.

Have questions about the right strength, treatment steps or how best to care for your hair afterwards? We're happy to help. Email info@haarspullen.nl or call us during office hours.

Want to be first to hear about new products and offers? Sign up for our newsletter. Orders from €35 ship free. Need the matching Agent 2 Neutralizing Cream? It’s available from us too, so you get the full treatment in one go.

Aqua, Ammonium Thioglycolate, CeTearyl Alcohol, Urea, Ethanolamine, Paraffinum Liquidum, Diammonium Dithiodiglycolate, CeTeareth‑30, Dimethicone, Butylene Glycol, Isopropyl Palmitate, Behentrimonium Chloride, Amodimethicone, Quaternium‑91, Tetrasodium Edta, Isopropyl Alcohol, Cetrimonium Methosulfate, Glycine, Aleurites Moluccana (Kukui) Seed Oil, Bis‑Methoxypropylamido Isodocosane, Trideceth‑12, Cetrimoniumchlorid, Sodium Benzoate, Parfum

We recommend always checking the ingredient list on the packaging before use for the most accurate information. Due to product updates and optimisation, ingredients listed here may differ from those on the packaging.

Kao GerMany GmbH
Pfungstädter Str. 98-100
D-64308 Darmstadt
Germany
kontakt@kao.com