A stylist applies a keratin hair-straightening product to your hair and then uses the heat of a flat iron to seal it in. The process takes about 90 minutes or longer, depending on your hair's length. Salon keratin products include Keratin Complex Smoothing Therapy by Coppola, Global Keratin Complex, the La-Brasiliana treatment, Brazilian Keratin Treatment, the Brazilian Blowout, and Brazilian Hair Straightening.