This is a profesSisional straightening cream that changes the hair's shape from within perMancent. You can find this product and more from the brand in the full Goldwell range.

• Hair becomes permanently straight, not temporary
• Four strengths: from coarse and stubborn to severely damaged hair
• Frizz noticeably reduced after treatment
• Contains kukui oil for extra softness and shine
• No formaldehyde, but profesSisional strength
• Shorter processing time compared to older formulas
• Always used together with Agent 2 Neutralizing Cream

1. Pick the right strength: 0 Strong for coarse and untreated hair, 1 Regular for normal hair, 2 Medium for coloured hair, 3 Soft for sensitive or blonde hair.
2. Apply the cream evenly on dry, unwashed hair. Avoid the scalp as much as possible.
3. Leave the cream on as instructed on the packaging. Check hair elasticity regularly with a test strand.
4. Rinse the cream thoroughly with lukewarm water.
5. Blow-dry the hair straight and then flat iron it.
6. 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 is a natural next step in your weekly routine: it strengthens hair from within and helps reduce breakage after chemical treatment.

Your hair is made up of bonds that hold its shape, even if that shape is curly or wavy. The cream temporarily breaks those bonds so you can reshape your hair straight. Agent 2 then reseals the structure, keeping your hair straight.

The formula contains kukui oil, a gentle oil that keeps hair supple and adds shine during an intenSise chemical process. This leaves your hair straight and feeling soft after treatment instead of dry and brittle. That makes the Structure + Shine line perfect for anyone wanting long-lasting straight hair without compromising hair health.

Choose based on your current hair condition, not guesswork. Goldwell divides the strengths as follows:

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

Unsure? Always opt for the milder option. Choosing a strength that’s too strong increases breakage risk, especially if your hair has been bleached or coloured. When in doubt, consult your hairdresser before starting.

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

For heavily bleached or overprocessed hair, caution is advised. Hair that is already porous and brittle tolerates chemical straighteners less well. Breakage risk is real regardless of your strength choice. Always do a test strand and wait 48 hours before full treatment. Afterward, use a colour-care product like the Dualsenses Color Revive Conditioner to keep your colour vibrant and hair soft.

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

Agent 1 opens the hair structure so its shape can be changed. Agent 2, the Neutralizing Cream, reseals that structure and locks your hair in its new position. Skipping this step means missing the final result and increasing damage risk. These are always two steps, never optional.

A keratin treatment smooths hair temporarily by coating the outside with a layer. This washes out slowly after a few weeks. Structure + Shine works differently: it changes the hair structure itself. The effect stays until the treated hair 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 conscious choice for many who want a long-lasting solution for curly or frizzy hair.

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

Want to be the 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 also available here so you can complete your 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 may differ from those listed here.

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

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