Reviewed by Brianne Dubé, founder. Updated September 2026.
Frizz control that leaves your texture alone
Plenty of people with curls and waves avoid smoothing treatments because they do not want to lose their pattern. De-Frizz was made for exactly that worry. It keeps your natural curl or wave intact and works only on the frizz, so your hair still looks like your hair, just calmer, shinier and easier to read.
That is the clear difference from PuraLuxe Straight and Smooth, which is designed to relax texture and leave hair sleek. It is also different from Repair and Heal, which is a repair treatment rather than a smoothing one. De-Frizz sits in between: real smoothing, zero straightening.
For tighter curl patterns, the salon offers a De-Frizz XS option for 3B curls and beyond. Like the rest of the PuraLuxe family, results last 6 to 8 months and are not affected by chlorine, salt water, highlighting or coloring. Book the treatment first, then color any time after.
Book it with Angela, Liza, Yulia or Hailey, who focuses on smoothing treatments. Founder Brianne, a PuraLuxe specialist, sees return clients.
Why curly and wavy clients choose De-Frizz
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Your pattern stays put
The treatment preserves your natural curl and wave. You are not signing up for straight hair or a new texture. You keep the shape you have, with frizz calmed so each curl reads more clearly.
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An option for tighter curls
De-Frizz XS is built for curl patterns of 3B and beyond. If your curls are tight and springy, your stylist will talk through which version suits you, so the treatment matches your hair rather than a general guess.
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No formaldehyde, no keratin
Like every PuraLuxe service at Dubé New York, this one is nontoxic and made without formaldehyde or keratin. That makes it an easy yes if you want smoother curls without harsh chemistry on your hair and scalp.
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Humidity has less to say
Results last 6 to 8 months and hold up to chlorine, salt water and color. Summer in New York, beach trips and pool days stop being reasons to hide your curls under a hat or bun.
More about PuraLuxe De-Frizz
What to expect at your appointment
You start by showing your stylist how your curls or waves behave on a normal day and where frizz bothers you most. Your stylist looks at your curl pattern, length and density to decide between De-Frizz and De-Frizz XS, then applies the treatment through your hair. The goal is always the same: keep the pattern, remove the frizz. If you are not sure this is the right PuraLuxe service, book a complimentary consultation in person or by video call first.
Aftercare and maintenance
Chlorine, salt water and color do not break down the result, so you can keep your routine. If you want highlights or color, plan them for after your treatment, since the recommendation is to apply PuraLuxe first and color any time after. Most clients rebook as frizz starts creeping back, around the 6 to 8 month mark. Ask your stylist which curl friendly products to use at home, and if something feels off, tell us within one week for a complimentary correction.
How pricing works
The listed price is a base price that covers product for an average amount of hair or regrowth. Longer or denser hair may need additional product, which adds to the total, and the XS option for tighter curls is priced separately. Your stylist will explain this before starting. See our Service Menu for current pricing.
See the work
Current color, cuts and finished styles from the team are posted on Instagram @dubenewyork. Dubé New York holds a 5.0 rating from 144 Google reviews.
Frequently asked questions
Will PuraLuxe De-Frizz loosen or straighten my curls?
No. De-Frizz is designed to preserve your natural curl and wave pattern and remove frizz only. If you want straighter, sleeker hair, PuraLuxe Straight and Smooth is the service built for that. Your stylist can help you choose during a consultation.
What is De-Frizz XS?
De-Frizz XS is the version for tighter curl patterns, 3B and beyond. Same idea, keeping your curl while calming frizz, but set up for springier, denser curls. Your stylist will confirm which version fits your hair when you come in.
Can I color my curls after the treatment?
Yes. PuraLuxe is not affected by highlighting or coloring. The recommendation is to get the treatment first and color any time after, so if you are planning both, mention it when you book and your stylist can plan the order with you.
Does it hold up in humidity and at the beach?
Results last 6 to 8 months and are not affected by chlorine or salt water. Humid summer days, pool time and beach trips are all fine, which is a big part of why clients with curls and waves book it before the warm months.
Is De-Frizz the same as Repair and Heal?
No. This is a smoothing treatment that targets frizz while keeping your curl. Repair and Heal is not a smoothing treatment; it packs damaged, overprocessed hair with amino acids to fortify it. If your hair is frizzy and damaged, ask which to start with.
Ready to book your PuraLuxe De-Frizz?
See the Service Menu for pricing, or compare PuraLuxe Straight and Smooth for sleek hair and PuraLuxe Repair and Heal for damaged hair.