Reviewed by Brianne Dubé, founder. Updated September 2026.
Repair first, smoothing is not the point
Bleach, heat and years of color can leave hair feeling weak, rough and fragile. Repair and Heal is for that hair. Instead of changing your texture, it packs your strands with amino acids to fortify what has been overprocessed and protect it against further damage.
This is where it parts ways with the rest of the PuraLuxe family. Straight and Smooth, Extra Strength and De-Frizz are all smoothing treatments. Repair and Heal is not, and it does not use a flat iron at all. Your natural texture stays as it is; the focus is strength and condition.
It is also a different kind of care from a plex treatment, which your stylist may suggest alongside color. Unsure which you need? Book a complimentary consultation in person or by video call. Like other PuraLuxe services, it is nontoxic and made without formaldehyde or keratin, and the protection lasts 6 to 8 months.
Book it with Angela, Liza, Yulia or Hailey, who focuses on smoothing treatments. Founder Brianne, a PuraLuxe specialist, sees return clients.
Why damaged hair gets Repair and Heal
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Amino acids where you need them
The treatment packs your hair with amino acids to fortify overprocessed, damaged strands. It is aimed squarely at condition and strength, a good fit after heavy lightening, lots of heat styling or a long run of color.
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Protection that lasts
Beyond repairing, the treatment protects your hair against damage for 6 to 8 months. That gives stressed hair a real break, especially if you plan to keep coloring or lightening and want it in better shape for it.
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No flat iron, no texture change
Unlike the smoothing services in the PuraLuxe family, Repair and Heal does not use a flat iron. Your curl, wave or straight texture stays exactly as it is. The treatment works on the health of your hair, not its shape.
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Nontoxic formula
It is made without formaldehyde or keratin, the same clean approach behind every PuraLuxe service at Dubé New York. When hair is already fragile, that matters: you add strength without adding harsh chemistry on top of damage.
More about PuraLuxe Repair and Heal
What to expect at your appointment
Your stylist starts by looking at where your hair is damaged and what caused it, whether that is lightening, heat or repeated color. Please share your color history since it helps your stylist judge how much product your hair needs. The treatment goes through your hair to fortify it with amino acids, and because no flat iron is used, your natural texture is left alone. It is a calm, restorative appointment, focused entirely on the health of your hair.
Aftercare and maintenance
The protection lasts 6 to 8 months, and the best way to keep it working is to be kind to your hair in between. Talk with your stylist about heat, brushing and the right products for damaged hair so you are not undoing the repair at home. Many clients rebook as the protection winds down or before another round of heavy lightening. If anything feels off at all after your visit, tell us within one week for a complimentary correction.
How pricing works
The listed price includes enough product for fine to medium density hair. Longer, thicker or especially porous hair may need additional product, which adds to the total, and your stylist will explain that before starting. Your choice of stylist also affects the final price. 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 Repair and Heal smooth or straighten my hair?
No. Repair and Heal is not a smoothing treatment and does not use a flat iron. It fortifies damaged hair with amino acids and leaves your texture as it is. If you want smoothing, look at Straight and Smooth, Extra Strength or De-Frizz instead.
Who is Repair and Heal best for?
It is made for overprocessed, damaged hair, such as hair that has been lightened heavily, colored often or heat styled a lot. If your hair feels weak, rough or fragile and you want strength without a texture change, ask about this one.
How long does the protection last?
The treatment protects your hair against damage for 6 to 8 months. How you care for your hair at home in between makes a difference, so ask your stylist about heat and product choices at your appointment to keep the repair working longer.
Can I get Repair and Heal and a smoothing treatment?
They do different jobs, so it depends on your hair. Repair and Heal strengthens damaged hair, while the smoothing services calm frizz or straighten. Book a complimentary consultation in person or by video call and your stylist will suggest where to start.
How is this different from a plex treatment?
Repair and Heal is a PuraLuxe treatment that packs hair with amino acids and protects it for months, with no flat iron. A plex treatment is a separate service on our menu. Your stylist can explain which suits your hair and color plans.
Ready to book your PuraLuxe Repair and Heal?
See the Service Menu for pricing, or compare our plex treatment and PuraLuxe De-Frizz for frizzy curls and waves.