Published: April 2011

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About the brand: Inova Professional

Inova Professional sells the Pure Keratin line of hair straightening products. Although there are no public test results of formaldehyde content available, Inova Professional states that their treatments contain formaldehyde, 0.2% for Pure Keratin Hair Smoothing Treatment and 2% for Pure Keratin Ultra Hair Smoothing Treatment. These professional use treatments are not available for home-use consumers. Inova also has a Revitalizing Booster which is advertised as being formaldehyde-free and is available online via the company website.



Products by Inova Professional

  Product Formaldehyde testing results Injuries: Number of consumers that filed reports with the federal government Product recalls
Pure Keratin Revitalizing Booster0.55 %0
Pure Keratin Hair Smoothing Treatmentnot tested0
Pure Keratin Ultra Hair Smoothing Treatmentnot tested0


PRODUCT RECALLS

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
Pure Keratin Revitalizing Booster - - - - - -
Pure Keratin Hair Smoothing Treatment - - - - - -
Pure Keratin Ultra Hair Smoothing Treatment - - - - - -


WHAT THE COMPANY SAYS ABOUT HOW THEIR PRODUCT WORKS

What makes the Pure Keratin Hair Smoothing Treatment different is that we use nanomolecular keratin so the keratin particles are extremely tiny, allowing them to really penetrate the hair follicle and cover more of the hair's surface area. Other treatments use keratin, but they don't use nanomolecular particles, so the keratin does not penetrate the hair as deeply. [link]



AVAILABLE FOR DIRECT PURCHASE BY CONSUMERS?

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 Inova Professional products are listed below:

Product Retailers
Pure Keratin Revitalizing BoosterInova
Pure Keratin Hair Smoothing Treatmentnone identified
Pure Keratin Ultra Hair Smoothing Treatmentnone identified




Inova Professional - Pure Keratin Revitalizing Booster

"Pure Keratin Revitalizing Booster is a highly concentrated, professional strength smoothing treatment that transforms weak, over-processed, heat styled, damaged, and naturally frizzy hair into silky smooth, soft, healthy, easy to manage hair. Pure Keratin Revitalizing Booster reduces time and effort and is gentle enough that it won't and ravage your hair. Formulated with strengthening keratin and other proteins and amino acids, Pure Keratin Revitalizing Booster is formaldehyde/formalin free."
- from link

Retailers: 48 from Inova





Inova Professional - Pure Keratin Hair Smoothing Treatment

"Pure Keratin Hair Smoothing Treatment is a revolutionary hair smoothing technology formulated with nano-molecules of keratin, amino acids, collagen and mineral oil to repair various types of damage from chemical treatments, heat styling, or naturally frizzy hair. Once heat is applied, hair is transformed from dull, dry, tangled, and frizzy into healthy, smooth, and brilliantly shiny hair. (Inova Professionals states there is 0.2% formaldehyde in this product)."
- from link





Inova Professional - Pure Keratin Ultra Hair Smoothing Treatment

"Pure Keratin Ultra Hair Smoothing Treatment is a revolutionary hair smoothing technology formulated with nano-molecules of keratin, amino acids, collagen and mineral oil to repair various types of damage from chemical treatments, heat styling, or naturally frizzy hair. Once heat is applied, hair is transformed from dull, dry, tangled, and frizzy into healthy, smooth, and brilliantly shiny hair. (Inova Professionals states there is 2% formaldehyde in this product)."
- 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.

References:

Inova Professional. 2011. FAQs. Available: http://inovaprofessional.3dcartstores.com/FAQs_ep_40.html. Accessed: 2/15/2011.

Inova Professional. 2011B. Inova Professional Hair Care Products. Available: http://inovaprofessional.3dcartstores.com/Product-List_ep_46.html Accessed: 2/15/2011.

ACCC 2010. Australian Competition & Consumer Commission. Product Safety Recalls. Available at: http://www.recalls.gov.au/content/index.phtml/itemId/952834 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: http://bit.ly/fDLJF2 Accessed: 1/6/2011.

Anonymous 2010. Analytical report. Columbia Analytical Services. 3/25/2010-10/1/2010. Available: http://nadinejolie.com/blog/wp-content/uploads/2010/10/Formaldehyde_Brazilian_Reports.pdf. 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: http://www.allure.com/magazine/2007/10/scared_straight Accessed: 1/6/2011.

Health Canada 2010A. Brazilian Blowout Solution Contains Formaldehyde. 10/7/2010. Available: http://www.hc-sc.gc.ca/ahc-asc/media/advisories-avis/_2010/2010_167-eng.php Accessed: 1/6/2011.

Health Canada 2010B. Brazilian Blowout Solution Contains Formaldehyde: Update. 10/26/2010. Available: http://www.hc-sc.gc.ca/ahc-asc/media/advisories-avis/_2010/2010_182-eng.php Accessed: 1/6/2011.

Health Canada 2010C. Several Professional Hair Smoothing Solutions Contain Formaldehyde. 12/10/2010. Available: http://www.hc-sc.gc.ca/ahc-asc/media/advisories-avis/_2010/2010_222-eng.php Accessed: 1/6/2011.

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

IMB 2010B. Irish Medicines Board, Concerns relating to the use of certain Hair Straigtening Products. 12/23/2010. Available: http://www.imb.ie/EN/News/Concerns-relating-to-the-use-of-certain-Hair-Straightening-Products-.aspx?page=1&year=0&categoryid

Irish NCA 2010. ‘Marcia Teixeira’ hair products withdrawn. 6/14/2010. Available: http://www.consumerconnect.ie/eng/News_+_Research/Product_Recalls/marcia-teixeira-hair-products.html 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 OSHA.org/admin/newsrelease/2010/nr2010_24.pdf Accessed: Accessed: 1/7/2011.

Oregon OSHA 2010B “Keratin-Based” Hair Smoothing Products And the Presence of Formladehyde. October 29,2010. Available: http://www.orosha.org/pdf/Final_Hair_Smoothing_Report.pdf 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: http://ec.europa.eu/consumers/safety/rapex/index_en.htm. Accessed: 1/6/2011.

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