Joshua Altback

I hate doing this.
When you write a five star review of any business you mean it, and you’re so, so, happy to have found a place that is worthy of praise.
You’re so pleased that beneath the hype and spin and, well, lies, that characterise the internet, you have cleverly found the real deal.
So, it is with great regret, that I have to change this review to just 1 star.
Why? Because it was at this salon that I received the most horrific experience of my life so far.
In an upmarket area and in the plush confines of a very expensive salon, while under the watchful eye of professionals — I met my nemesis — the Brazilian Blowout.
Keratin treatments (such as the Brazilian Blowout) do not repair or condition or in any shape or form do your hair any good at all.
If anyone tells you that they are wrong. I was, in fact, told that they improve the condition of your hair — at this salon.
If you are lucky, the product coats your hair and makes it LOOK good.
It’s an important distinction.
Now, if you have very strong /​coarse hair, you can possibly withstand this harsh treatment.
I didn’t have such hair. But I did have virgin hair (well, 90% virgin, 10% of it highlighted) — that had never been straightened or relaxed, or blow dried or permed… until this Brazilian blowout…
…which only lasted for 2 washes, despite using sulphate-​free and salt free products.
I told the salon. They examined my hair and immediately said… they’d do it again.
Just 5 weeks after I’d first had it done.
Alarm bells should have been ringing at this point, but the salon really inspires your trust. For example. I suggested that they use a higher percentage of formaldehyde as long as it was within legal limits (a couple of salons told me that 0.02% just wasn’t appropriate for my mixed race hair — it was too low).
I was politely but firmly told that higher than 0.02% was dangerous — for everybody.
Now, I do respect this — but with 0.2 being the legal limit, you could theorise that had I had a higher percentage in the beginning (within legal limits) — I wouldn’t have had to have done it TWICE, and so I would have been spared what was about to happen.
What was about to happen was that upon straightening my hair the second time round, I was shocked by how thin it was — since my first Brazilian.
I commented on this — the stylist nodded and smiled and said: «It’s the keratin!»
Why would someone want thinner hair? Straighter, sure. Smoother, sure. But thinner, no.
My hair was around 30% thinner than the first time round — at least. I think I was in shock but, there is no denying it was straight and shiny looking.
I left bewildered, but thought once I’d washed it out (you leave it for 3 days), it would have more volume.
I never touched it with hair dryer or straightening irons (the first time around I blow dried it just twice — in salons. Talk about being super careful.)
But leaving it wavy looked decent — there is no doubt that the second time round it «worked» in that it relaxed the curls. But at what cost?
At the cost of losing at least 50% of my hair. Because hair KEEPS coming out. From the roots. And from breakage.
Will it grow back? My dermatologist thinks so — he has seen a LOT of people who’ve lost hair from keratin treatments.
(While the chemicals weren’t rubbed into the scalp, it was on my hair a long time — maybe 30 mins — because it wasn’t effective the first time, and piled on top of my head. My scalp was wet with it. Hence it falling out from the roots.)
My story is not unusual or exclusive to Joshua Altback. Read here how other people have lost half /​most of their hair from keratin treatments:
Here’s why I am giving Joshua Altback 1 star:
1. They don’t warn you that Brazilian blowouts can damage the hair — even though my research since has shown this is widely known. Instead, I was told it would improve the condition of my hair.
2. It didn’t work the first time.
3. They didn’t warn me against getting it done again so soon (just 5 weeks after the first one) I had been pleased to get it redone quickly but my dermatologist said he was surprised that a salon would do it again so soon. A 3 month gap is usual.
4. They didn’t think it significant /​notice that I had lost a lot of hair after the first one.
5. They didn’t mention that Brazilians can cause hair loss even though, this too, is widely known by hairdressers.
6. Why take unnecessary risks? Why don’t they do a simple patch test beforehand?
Knowing points 1 and 5, would a good salon still administer Brazilian blowouts? Many salons refuse to –for the health of their staff and customers.
I also blame myself. I should have simply got my £240 back rather than have a repeat experience. Instead, I have damaged hair — and less and less of it everyday.
I just hope someone learns from my experience, so it isn’t in vain.

Joshua Altback is hands down, the best in London for Brazlian Blow Dry.
It’s one of the most expensive places, but it is the best so the price is understandable.
I’ve never had my hair as silky, smooth, shiny and beautiful as it was when I walked out of Joshua Altback’s.
I got the blow dry and a hair cut,. Unfortunately, I did the haircut AFTER the blow dry so it was a bit difficult for the stylist to cut my hair because it was just soooo smooth and luscious! :D I didn’t care, I was too busy being happy with my new swishy, shiny hair.
The person trimming my hair was absolutely meticulous. It was the first time I’ve ever received a haircut whilst standing!
He even went as far as telling me to come back after I’ve washed my hair so that he could do an even neater job when its wet — I didn’t think that wouldve been possible as it was already perfection.
I’ve done the blow dry at a few other salons in London but none of them has ever been as good.
The staff are all polite and professional. The person who did my treatment was an absolute sweetheart who never made me feel as though it was rushed. I even met Mr Altback himself and he said I had pretty hair! (It’s true what they say, flattery gets you everywhere…)

I am very happy to be the first reviewer of Joshua Altback, because I’ve had three wonderful experiences there in the past few months, and every time I’ve been so pleased with the quality of service I’ve received.
I went first at the beginning of the year to get a Brazilian Blowout, wanting to start the new year with a bang. After a nice consultation with both Madu and Joshua, Madu set to the arduous task. Three and a half hours later, I emerged with beautiful hair. Madu even loaned me her umbrella as it had started to rain and I couldn’t get my hair wet after the treatment. It was quite expensive (£240, but this included a tip and a 30% discount for paying in cash. I’d recommend using that option), but I was very happy with the results.
Unfortunately, the chemicals weren’t quite strong enough for my hair, so at the end of January, I emailed to say that I didn’t think it had worked, and was there anything that could be done. Joshua emailed back to recommend I could come in to take a look. Though St. John’s Wood is basically the other end of the city, I came back, and they agreed to redo my hair for free with stronger chemicals. Additionally, Joshua cut my hair that day, giving it long overdue TLC following the harshness of water in London.
When I had my hair straightened again by Madu, she did a lovely job, and the results are exactly what I hoped for (it’s been four weeks, still nice and straight!). She is patient and attentive, and always made sure I had tea and biscuits and plenty of water for my marathon straightening sessions (my hair is long).
Madu also does a lovely job washing hair, it’s seriously the most relaxed I’ve been since moving here. I’d recommend her absolutely, and the rest of the staff. They have a huge range of Blowout chemicals and will use the safest and most effective one for your hair type. This is definitely my new hair place!