O’wow smoothing treatment has a unique and innovative formaldehyde-free formula that makes your hair shiny, straight and smooth with only one simple application. The results are created using natural Brazilian Botanical Bioactives that will not harm your hair nor your health. The antioxidant-rich treatment will give you a long-lasting amazingly silky straight hair by deeply repairing and smoothing hair cuticles and improving moisture retention. Results last up to three months. To maintaining the smooth and shiny hair the treatment should be repeated every second month.

The O’wow treatment has the same effect and gives you the same outcome as the traditional keratin treatments. However, the difference is that where most of the keratin treatments on the market consist a heavy amount of Formaldehyde which is classified as a human carcinogen and is extremely harmful to the health, our treatment is entirely Formaldehyde-free. We wanted to create a treatment that will give that amazing silky-smooth hair in a natural way without having to compromise the health. Thus, the effect of the O’wow treatment is based on natural Brazilian Botanical Bioactives, which will not harm your hair nor your health.

The treatment is in all ways a safe alternative to traditional chemical-rich keratin treatments, as it is 100% formaldehyde-free, making it entirely safe to be performed at home. As the treatment doesn’t consist any harsh chemicals the treatment doesn’t irritate your scalp and there is no need to use gloves when applying the treatment.

The O’wow treatment’s formula is based on natural bioactives, unlike traditional keratin treatments that contain silicons and formaldehyde. This means that the O’wow treatment is easy and safe to be performed at home. Moreover, where traditional keratin treatments might harm the colour and quality of the hair, O’wow is safe to be used on all hair types, including colour and chemically treated hair.

– Unique 100% Formaldehyde free formula with antioxidant action which proves moisture retention resulting in dramatically smooth and shiny hair

– Hair will maintain its natural body, while becoming softer, shinier, and more manageable.

– Helps the alignment of hair fibres, repairing and smoothing hair cuticles

– Quick and easy application process

– Results last up to three months

– Gives you 30 minutes of more sleep each morning as you are free from having to style your hair daily.

– Say goodbye to daily-use of hair iron that burns your hair

– Cuts blow-dry time by half

– Effective on all hair types

– Safe to use on colour and/or chemically treated hair

  1. Apply O’wow Smoothing treatment on clean and dry hair. Make sure to apply enough solution to your entire hair. Comb through and let it act for 60 minutes. 
  2. Rinse after the recommended action time, without shampoo.
  3. Blow dry your hair until completely dry. 
  4. Straighten your hair with a 220°C iron to lock in the treatment. Go over thin, approx 2cm wide, sections of hair with the iron for 8-10 times until your entire hair is straight. Use a comb for straightening.

It will only take 5 minutes to spray in the treatment after which you let it act for 60 minutes. All in all the entire treatment process will take you only 1,5 hours ant it will transform your fizzy and lifeless hair into silky-smooth which will last for up to three months. Also you will save a lot of your valuable time as after the treatment you no longer have to style your hair every morning.

The O’wow treatment should be left on your hair for 60 minutes.

Definitely! If you have dry and damaged hair this treatment is exactly for you! The natural bioactive and antioxidants will deeply repair and smooth your hair cuticles and improving moisture retention.

The 100ml spray bottle is designed for a 1-2 time application, depending on the length and thickness of your hair. For short and/or thin hair the bottle will last for two application whereas for long and/or think hair the bottle will last for one application. Remember that the treatment should be repeated after two months in order to maintain the silky and straight hair. This is why we offer you the subscription opportunity so you will have the treatment delivered to you every second month for only 24,90€/month, which will save you a substantial amount of money.

Nope, all of the products in the O’wow kit are sulfate and paragon free, so no nasty bits like most of the over-the-counter hair treatments, shampoos and conditioners.

Yes! It will actually benefit damaged hair from dyes, heat, styling and chemicals by repairing, nourishing and strengthening it.

Our ingredients are sourced from Brazil, where the products are also manufactured. We work with local specialists and we make sure our producers and ingredients are of the best quality and ethically produced.

Yes we do. We guarantee that the O’wow treatment will make your hair more moistures and silkier than before. Yet, keep in mind that everyone’s hair is different and results may vary from person to person. For some people the intensity of the shine can be stronger than for others. To get a better idea of how the product works on different hair types go and have a look at the before and after pictures sent by our real customers HERE. Also read our incredible reviews to see that it really is a miracle treatment and does really work!

Definitely – all O’wow products are cruelty free and vegan. We really care about the wellbeing of animals and our planet.

You will notice results right after you have completed the one time application treatment and it will make you speechless!

Unfortunately, we don’t offer samples for now. However, we offer a 100% money back guarantee meaning that if you’re not happy you may simply return the kit to us and we will give you a full refund as soon as possible!

The result of the O’wow treatment lasts for up to three months, yet we recommend repeating the treatment after two months so you will maintain the maximum shine and smoothness. This is why we offer you the subscription opportunity so that you will have the treatment delivered to you every second month for only 24,90€/month, which will save you a substantial amount of money. 

Our products have a shelf life of 36 months.


We offer free standard shipping worldwide. The shipping time is max 10 days.

If your parcel is not collected from delivery, then it will be sent back to our warehouse. If you would then like a refund, we will refund you the amount of your order minus €20 for the shipping costs as we cannot take responsibility for you not being able to pick the parcel

We are based in Tallinn, Estonia, where all of our products are warehoused and shipped from.

If you are located outside EU you may receive duty and VAT charges upon import. We do not have control over these charges – it is entirely up to the local government / border security and customs office. If you refuse to pay the additional fees at the time of delivery, then your shipment will be returned to us. At that point in time we agree to refund your purchase cost (minus shipping cost to and from your country).

We ship worldwide and the shipping is free regardless of your location. From the very beginning we knew that we want to be able to share this innovative and unique hair treatment across the globe.

The shipping cost is £8,90.

All orders are first processed within 1-2 business days. Once processed, your order will be shipped out the following business day. You’ll receive a shipment notification email as soon as your package ships.

Please send us an email immediately at and we will try our best to have the address amended before it is sent out. Since we process orders immediately through our warehouse, we cannot guarantee address changes after your order has been placed but will assist you if possible.

Tracking is unfortunately not included in our free standard shipping.

Since we begin processing each order through our warehouse as soon it has been submitted, we are unfortunately unable to amend an order after it has been completed. However, you are always welcome to email us and request a change to your order and we will assist you if possible. We kindly ask that you please take care to double check your details before placing your order.


First of all, we are very sorry for the inconvenience! We replace all products that arrive damaged when you return them within 30 days from the day you placed the order. In such case please contact us at and we will provide you more details on how to handle the return. In case of damaged product, we will cover for the cost of the return. In order to make things easy and fast, please always include your order number in the subject line. As soon as the damaged product arrives to our warehouse we will process the replacement.

As we firmly believe in our products we are confident enough to offer you a 30-days money back guarantee, in the case our products doesn’t give your hair the desired result. In this case please contact us at and we will provide you instruction on  how send the products back to our warehouse. In order to make things easy and fast, please always include your order number in the subject line. Please note that for any products that are not damaged, you will need to pay the cost of the return. After which we have received the product we will process the refund.

In case you do not see any results using our products and are not satisfied with O’wow we will offer you a full refund. Please contact us at and find out how to get a refund. In order to make things easy and fast, please always include your order number in the subject line.

With the subscription the price of one kit is 30% cheaper and you get to pay one kit in two instalments. You can cancel your subscription any time for as long as the fee of the kit is covered. The first cancellation possibility is after the first two instalments.

For cancelling the subscription please email us at

Due to the nature of our products and EU health regulations we are unable to accept physical returns. However, if you are not satisfied with our products we offer you a 30-days money back guarantee. Please contact us at and we will provide more information on how to get a refund.

Refunds will be returned to the form of payment used when you placed your order.

How long will it take to receive my refund?

Refund processing may vary slightly but will generally show up on your account in 2-5 business days.