NZFQ loves Str8 Forward

"For the confident home hairdresser, Str8 Forward Permanent Keratin Hair Straightening Kit, $44.99, is a DIY Japanese-style system to take you from frizz to straight in the comfort of your own bathroom. This is several steps up from running a semi-permanent colour through your hair but, if you feel your're able to graduate to home straightening, this has all you need for the job."

Also recently, Women's Day had this to say on Str8 Forward: "Based on the pricey in-salon keratin treatments, Str8 Forward Permanent Hair Straightening System $44.99, can be applied at home to remove curl, wave and frizz for up to three months."