BRAND PROFILE: Simply Smooth

Simply Smooth will prolong the life of your keratin based, chemically-straightened treatment. Hair will be left replenished and healthy. Simply Smooth is one of three brands by American Culture. (The others are Pure NV and pure Blends.) 

The Products

If you straighten or just have more frizz than you can handle, Simply Smooth products are for you.  Shampoos and conditioners include formulas for Color Lock, Replenishing, Tropical and Thickening.  Their Humidity Shield Hair Spray is a sodium chloride free, botanically blended, keratin infused, no-weight, non flaking hair spray, that provides a light to firm hold that will resist humidity, repel moisture and leave hair touchable.  The Finishing Gloss adds incredible shine to your style while taming frizz and fly-aways. 

Simply Smooth touch of keratin is an at home treatment that will reduce texture up to 25% and eliminate frizz up to 50%. Convenient for travel, special occasions or for touch-up, touch of keratin is simple to use. Unique formulation acts as a keratin filler and helps restore hair’s natural keratin without removing volume. When used with the Simply Smooth xtend at home maintenance system, depending on the length and density of the hair, as well as how often you shampoo, smooth results can last up to 30 days!

Fixes Everything .. Just Like Magic!  Xtend Keratin Reparative Magic Potion is a botanically blended keratin infused amazing styling product that literally fixing everything! De-frizzing and smoothing the hair as it instantly detangles and rejuvenates all hair types. Adding incredible shine and volume while leaving the hair beautifully silky, full of body and free from split ends.

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The Company

American Culture defines the culture of hair care through a non-demographic philosophy that spans all generations and bridges all ethnicities. Our diverse line of high performance, naturally scented hair care products is designed for real people… in real life situations… seeking the freedom to express their style, individuality and creativity. 

Committed to our united celebration of diversity, American Culture utilizes native ingredients like blueberry extract and wheat protein, which collectively provide protective and reparative properties to all hair types.

The Founders

Louis Guarneri is a third generation beauty industry veteran, whose family, starting with his grandfather, owned and distributed hair products in New York for more than 70 years. Growing up in salons and around beauty products, he was hooked since he was a young child. After school, Louis would spend his days at his dad’s distributorship, and remembers wanting to create a product line since he was a kid. While other boys were collecting baseball cards, Louis collected hair products and salon magazines! Although he always knew he would stay on the product side of the business, Louis attended cosmetology school in order to learn the art and technical side of hairdressing.

Recognized for raising the bar for the beauty industry, Doreen is a passionate master of her craft and thrives on sharing techniques and information with her fellow artists and clientele. Doreen takes a hair color approach to managing texture the way a hair colorist manages hair color. Doreen is a licensed hairdresser whose varied industry experienced over the past 25 years includes the role of salon stylist and colorist, beauty store manager, distributor, platform artist, salon owner and manufacturer. She has a true passion for the business and is pleased to have worked with many of the most celebrated artists known today.