No ammonia & No formalin
- One step process, no need of neutralizer
- Superior conditioning effect
- Minimal hair damage and less irritation
- Natural & healthy-looking straight result
- Long lasting straightening effect
▶ 2 different formulas depending on the hair conditions
1) For strong hair: suitable for healthy, resistant and thick hair
Appropriate to virgin hair, naturally resistant hair, strongly curly hair, thick and unruly hair.
2) For damaged hair: suitable for damaged hair or naturally weak virgin hair
Appropriate to frizzy, curly and damaged hair such as hair with coloring, permanent wave,
straightening or other chemical treatment.
▶ No neutralizer needed
Since this product does not need neutralizer, the straightening process is short and simple.
▶ High concentration of henna extracts
The advanced formula enriched with henna extracts leaves your hair healthy and elastic after
▶ Superior conditioning effect
The formulation enriched with natural olive oil and marine collagen minimizes hair damage and
maintains hair silky and soft even after straightening.
▶ A great quantity of cationic detergent accelerates the penetration and effect of cream.
[How to use]
* Preparation : Lightly shampoo the hair and towel-dry about 70%, choose the suitable formula depending
on the hair condition.
* Application : Section the hair into at least 4 parts then apply the straightening cream with a brush evenly
and quickly, strand by strand, starting from the nape of the neck and working towards the front.
* Waiting Time : After applying, leave the hair at room temperature according to the time table listed
direction. The waiting time can vary depending on the structure of the hair.
* Rinsing : After waiting time, as soon as hair is relaxed, rinse thoroughly with lukewarm water until water
runs clear and towel-dry gently. Apply the enclosed Richenna Normalizing Conditioner evenly to whole
hair with a brush. Leave on for 5 minutes at room temperature and then rinse hair again thoroughly with
lukewarm water until water runs clear and towel-dry.
* Fixation :
- When use a flat iron : Blow-dry the hair with hot air until 80% is dry and end up the drying with cold air.
Press and straight the hair with a flat iron.
- When do not wish to use a flat iron : Blow-dry the hair with hot air until 70% is dry.
Straight hair with a roll brush and blow dryer.
Since its establishment in 1965, Sewha P&C Inc. has lead the hair cosmetic industry by rolling out products such as "Bomigen color powder" and "Richenna", a henna premium brand that enrich customer's hair beauty and health.
Sewha P&C Inc. has been doing business both at home and abroad as a leading exporter and manufacturer of a wide range of hair products. In particular, we specialize in the production of hair dye products that are royalty-free in South Korea. Thanks to our outstanding technique, we have secured a firm spot in exporting to 40 countries.
Sewha P&C Inc. has emerged as South Korea's top hair cosmetic firm by creating major brands such as "Hi-speedy", which instantly covers gray hair, "B-happy", which has various shades and the henna premium brand "Richenna" Sewha P&C Inc. is aiming to become a "Global Top 3" hair cosmetic company by realizing the "Change & Challenge for Consumers" mission within three years. We are confident that we will achieve this vision with a " new frontier spirit" and an "aggresive R&D strategy."
We thank you for your continuous support and interest in our products and wish you peace and happiness in your daily lives.