Dubé New York offers PuraLuxe Straight and Smooth, a formaldehyde free smoothing treatment, at 120 W 25th St in Chelsea. It's nontoxic and keratin free, lasts 6 to 8 months, and you leave with flat ironed hair. It suits fine to average hair that frizzes or won't lie flat, especially on humid New York days. Consultations are free, in person or by video call.
What does formaldehyde free smoothing mean for my hair?
Many older smoothing treatments rely on harsh chemistry to relax texture. PuraLuxe doesn't use formaldehyde or keratin. Your stylist mixes in a protein additive chosen for your hair and applies it section by section. The result is smoother, straighter hair without the fumes and without a coating on your strands.
The PuraLuxe family has options. Straight and Smooth relaxes texture and leaves hair sleek. De-Frizz keeps your natural wave or curl and calms the fuzz. Extra Strength is for thick or coarse hair. Your stylist will tell you which your hair needs. Since results last for months, the choice matters.
If you're not sure your hair is a match, a video consultation is an easy first step. Show your stylist how your hair looks air dried on a humid day, if you can. That's the real starting point, and it helps your stylist pick the right option. Bring your questions about your scalp or past treatments too.
Hailey focuses on smoothing treatments. She was born and raised in Manhattan, so she's seen what summer in the city does to hair. Meet her on Hailey's page.
Does smoothing help with frizz on humid city days?
That's the main reason people book it. Walking to the train, waiting on a hot platform, stepping out of an air conditioned office: frizz shows up fast. After PuraLuxe, humidity has much less say.
- Faster mornings: blowouts take less work, and many clients skip the flat iron.
- Travel friendly: chlorine and salt water don't break the result down.
- Color friendly: highlighting and coloring don't undo it either.
Longer or denser hair may need additional product. Pricing for each PuraLuxe option is on the Service Menu.
Should I color my hair before or after smoothing?
After. Get the treatment first, then book color or highlights any time later. Tell us when you book if you're planning both, so the appointments land in the right order. Returning clients can book Express PuraLuxe: shampoo twice at home with a professional shampoo, skip conditioner, and arrive with your hair almost fully dry.
Where do I get off the train for my smoothing appointment?
Any of the 23rd Street stops works. The F and M stop at Sixth Avenue, the 1 at Seventh Avenue, the C and E at Eighth Avenue, and the R and W at Broadway. The 1 also stops at 28 St. The PATH 23rd St station at Sixth Avenue connects from Hoboken and Jersey City. The salon is on West 25th Street between Sixth and Seventh, a few minutes' walk from each. Book your smoothing treatment online any time.
