Thermal Reconditioning is an innovative new technique from Japan, which enables those with frizzy, curly or wavy hair to experience permanently straight hair, while at the same time preserving the health of the hair. The process involves using heat to restructure the bonds in hair so that it lies straight, leaving hair that requires barely any blow-drying. It improves the feel, texture, softness and shine, while leaving it completely manageable. It has been performed in the United States since 1997, and has been featured in top American fashion magazines such as Allure, InStyle, Vogue, Lucky and Glamour!