Published: April 2011

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About the brand: Simply Smooth / American Culture Hair

American Culture Hair sells the Simply Smooth line of hair products which includes a professional use only Brazilian keratin treatment that they claim to be formaldehyde free. Public test results for formaldehyde content were not found for these products. Simply Smooth was available via third party sellers online.

Products by Simply Smooth / American Culture Hair

  Product Formaldehyde testing results Injuries: Number of consumers that filed reports with the federal government Product recalls
Xtend Keratin Replenishing after color locknot tested0
Brazilian Keratin Treatment 0.93 %0

Formaldehyde test results

Product Formaldehyde Detected Number of samples Tested by Date Reference
Brazilian Keratin Treatment 0.93 %1Anonymous (Columbia Analytical Services, INC)2010-09-24Anonymous 2010. Lab Code: R1005163-001
Xtend Keratin Replenishing after color lock0.55 %1Anonymous (Columbia Analytical Services, INC)2010-10-01Anonymous 2010. Lab Code: R1005362-001


statment on November 30, 1999

"We are pleased to announce that through breakthrough technology developed in the United States, Simply Smooth Keratin Treatment has created a formaldehyde free smoothing formula that provides high performance smoothing in a safe, natural process. With our patent pending molecular bond technology, Simply Smooth Keratin Treatment will reduce and relax curl while leaving hair revitalized, reconditioned and silky smooth for as long as 16 weeks."


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
Xtend Keratin Replenishing after color lock - - - - - -
Brazilian Keratin Treatment - - - - - -


Simply Smooth products use the highest quality, purest keratin derived from botanicals and human hair. Using TWO types of quality keratin increases the performance of our treatment. Keratin from human hair goes further into the cuticle than other forms of keratin derived artificially or from animals, Keratin from botanicals have bigger molecules that sit outside the cuticle and gently melt into it. Using these two quality forms of keratin allows our formula to penetrate from the inside and out of the hair cuticle, providing better smoothing performance through a natural healthier process... Pure NV (Natural Vitamins) contains a complex formulation of nutrients obtained from the purest fruits, vegatables and plants that address specific needs in the texture of hair. By infusing this complex with rare Argan Oil and the purest of Keratin, we were able to create the Formaldehyde Free BKT Botanical Keratin Treatment and Maintenance System. [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 Simply Smooth / American Culture Hair products are listed below:

Product Retailers
Xtend Keratin Replenishing after color locknone identified
Brazilian Keratin Treatment Amazon (4 retailers)

Simply Smooth - Xtend Keratin Replenishing after color lock

Simply Smooth - Brazilian Keratin Treatment

"Simply Smooth Xtend Brazilian Keratin Brazilian Keratin Treatment Formaldehyde Free. High Quality, Purest Keratin. Natural, Healthy Smoothing Process. Restructures & Reconditions Hair Fibers. Creates Incredible Shine. Haircolor Safe. Professional Salon Formula"
- from link

Retailers: 105.25 from Amazon (4 retailers)

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.

References: 2011C. Simply Smooth Keratin Treatment. Available: Accessed: 2/14/2011.

Simply Smooth. 2011A. Not all Keratin is create equal. Available: Accessed: 2/14/2011.

Simply Smooth. 2011B. The Truth about Keratin Treatments. Available: Accessed: 2/14/2011.

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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