Expert Tip
"Slowly straighten one inch sections of hair at a time – by working on small sections you can effect the way each strand interacts with the one next to it, determining how smooth your whole head will be"
Yuko Yamashita - Straight Hair Expert
Yuko is named after Yuko Yamashita, founder, Chief Executive Officer as well as hair beautician, lecturer and inspiration behind the Yuko brand. Her passion is searching for ways to make problem hair manageable without compromising hair health, which she has achieved through her cooperation with Phi-ten researchers in the development of the renowned Yuko Hair Straightening system. In addition, all products with her name use aqua gold (proprietary “Phild-processed” water), the key
element which reshaped the common notion that chemical treatment results in damaged hair. While managing Yuko salons,
Yuko Yamashita travels widely lecturing beauticians on the benefits of the internationally-patented hair straightening process and continues on her mission to make easy to care for, beautiful hair more accessible to everybody from the lady next-door to the most exclusive salons of the world such as Toni and Guy.
Always on duty to give women their dream hair, Yuko's aim is permanently beautiful, more manageable, and straighter hair. and she has successfully achieved it. Ms. Yuko, created the system in 1996 with the intent to create a non-coating, straightening system that uses the heat oxidation process to seal and rebuild hair from the inside out. One of the Yuko steps includes using shark oil on hair and also using steam instead of direct heat to condition hair. Both an unconventional idea and a breakthrough in the art of hair straightening, the Yuko straightening system actually uses the hair's small amount of “living body electricity” to cut off the hair's cystine bond, reshaping it to appear straight. This goes against the notion that straightened hair is damaged hair: the result is hair that can breathe from a lack of coating, and a hair shaft that is rejuvenated for the first time.
How about that.
Hair Expertise
Yuko's Tips
After washing and conditioning with Sunsilk Straight, use the Expert-Perfect Straight Detangling mist to manage and detangle messy hair on-the-go. It's light, non-sticky texture is perfect for use on wet or dry hair, leaving you free to refresh your look anywhere, anytime.