Published: April 2011

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About the brand: I.B.S. Beauty INC

I.B.S Beauty sells the hair straightening treatment called iStraight Advanced Keratin System. Tests conducted by Health Canada found 2.3% formaldehyde in the iStraight Keratin treatment and was recalled in Canada in December 2010. The products are still available in US salons.

Products by I.B.S. Beauty INC

  Product Formaldehyde testing results Injuries: Number of consumers that filed reports with the federal government Product recalls
IStraight Keratin Advanced Keratin Treatment 2.3 %0Canada

Formaldehyde test results

Product Formaldehyde Detected Number of samples Tested by Date Reference
IStraight Keratin Advanced Keratin Treatment 2.3 %1Health Canada2010-12-10Health Canada 2010C


statment on February 9, 2011

"i-Straight (Also known as Love-Straight), is the safest and most effective system for straightening the different types, conditions, and textures of light curls to the most stubborn kinky hair type."


Since 2009, health and consumer product agencies in 6 countries have announced recalls of hair straighteners with high amounts of formaldehyde.

Product Australia Canada Cyprus France Germany Ireland
IStraight Keratin Advanced Keratin Treatment - 2010-12-10 - - - -


i-Straight formula contains negative ions in the relaxer (Solution #1) and positive ions in the neutralizer (Solution #2). This will create a stronger bond to restructure the hair properly and to keep the hair healthy, moisturized, and vibrant. One of the best benefits of using i-Straight System is Ceramide. Ceramide is a natural resource that is part of your intercellular bonds to keep the integrity of the hair and fortifies the cuticles to keep the hair soft, natural, and healthy. Ceramide is used as a substitute for silicone types commonly used in the relaxer. Other products currently in the market utilize Dimethicone, a common Silicone by-product, to coat the hair for artificial shine and smoothness. However, after the Dimethicone has been bonded to the hair, (with the use of a hot iron) it will eventually dry or break off, taking the cuticles along with it. The result is damaged hair in the long run or reverting curls. [link]


A loophole in federal labeling law allows companies to sell "professional use" products without the ingredient label required on all other personal care products, so the use of formaldehyde can be hidden. Nearly all of the hair straightening products surveyed by EWG are marketed for professional use only. Despite these claims, EWG found that consumers can easily purchase "professional use" products through online retailers. Retailers identified for I.B.S. Beauty INC products are listed below:

Product Retailers
IStraight Keratin Advanced Keratin Treatment none identified

I.B.S. Beauty INC - IStraight Keratin Advanced Keratin Treatment

"ibs Beauty, Inc. is proud to introduce iStraight Keratin System into the INNOSYS line of products that is prestigiously world renowned for having the highest quality ingredients and for being the safest and most effective of the 'Innovative Beauty Systems'. iStraight Keratin products are formulated with many natural oils and conditioning ingredients as well as Hydrolyzed Keratin, Soy Proteins and best of all, Grape Seed Oil, a known antioxidant, to create silky, smooth and undoubtedly beautiful looking hair. iStraight Keratin, Advanced Keratin Treatment is a revolutionary hair treatment (aka: Brazilian Keratin) that reconstructs the hair by depositing Keratin deep into the hair to repair damage and at the same time straightens hair and eliminates frizz. It's not permanent and it's not a relaxer, so it will not cause damage! Formulated with vitamins and 9 natural oils, including Grape Seed Oil, iStraight Keratin will leave the hair shiny, straight, re-texturized, and beautiful!"
- from link

Legal Disclaimer:

The conclusions and findings that appear on this page reflect EWG's research at the time of publication stated above. In light of evolving market conditions, subsequent product reformulations, and other factors, they may no longer be current. EWG makes no representations or warranties about any of the products that appear on this page. EWG hereby disclaims all warranties with regard to any of the products that appear on this page, including express, statutory, implied warranties of merchantability or fitness for a particular use.


I.B.S. Beauty. 2011. I-Straight System. Available: Accessed: 2/9/2011.

I.B.S. Beauty. 2011B. I-Straight Keratin. Available: Accessed 2/28/2011.

ACCC 2010. Australian Competition & Consumer Commission. Product Safety Recalls. Available at: Accessed: 1/6/2011.

AFSSAPS 2010. French Agency for the Safety of Health Products. Notice of the French Agency for Safety of Health Products concerning the health risks of exposure to formaldehyde in some smoothing hair cosmetics.” Available: Accessed: 1/6/2011.

Anonymous 2010. Analytical report. Columbia Analytical Services. 3/25/2010-10/1/2010. Available: Accessed: 1/7/2010.

Fisher M 2007. Scared Strait Warning: A hot new hair-straightening treatment from Brazil could be a health hazard. But that hasn’t stopped people from performing it. Allure. Available: Accessed: 1/6/2011.

Health Canada 2010A. Brazilian Blowout Solution Contains Formaldehyde. 10/7/2010. Available: Accessed: 1/6/2011.

Health Canada 2010B. Brazilian Blowout Solution Contains Formaldehyde: Update. 10/26/2010. Available: Accessed: 1/6/2011.

Health Canada 2010C. Several Professional Hair Smoothing Solutions Contain Formaldehyde. 12/10/2010. Available: Accessed: 1/6/2011.

IMB 2010A. Concerns Relating to use of Certain Hair Straightening Products – Update. 11/29/2010. Available: Accessed: 1/6/2011.

IMB 2010B. Irish Medicines Board, Concerns relating to the use of certain Hair Straigtening Products. 12/23/2010. Available:

Irish NCA 2010. ‘Marcia Teixeira’ hair products withdrawn. 6/14/2010. Available: Accessed: 1/7/2011.

OREGON OSHA 2010A. OHSU Toxicology Center Issues Public Alerts About the Ingredients of a Popular Hair Salon Treatment. 9/30/2010. Available: http://www.Oregon Accessed: Accessed: 1/7/2011.

Oregon OSHA 2010B “Keratin-Based” Hair Smoothing Products And the Presence of Formladehyde. October 29,2010. Available: Accessed: 1/7/2011.

PBA 2007. Professional Beauty Association testing results. FDA Freedom of Information Act request F10-8327. Received 12/3/2010.

RAPEX 2010. European Union Rapid Alert System for non-food consumer products. Available at: Accessed: 1/6/2011.

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