It’s been a tough year for salons but lockdown has shown us how vital they are (DIY cuts are not the one). We clearly can’t get enough of having our hair done as Gusto Hairdressing, which already has sites in Covent Garden and Soho, has just opened a third salon off Oxford Street. Gusto offers a wide range of treatments, from balayage and freehand colour to blowdries and barbering, but we popped in for a Brazilian blowdry to give our hair a fighting chance with this crazy weather – a keratin treatment is a great way to achieve long-lasting frizz-free locks.

At Gusto they use the Moroccan keratin treatment INOAR; it’s cruelty-free, vegan,and enriched with white clay and cocoa oil for conditioning and smoothing. After washing our hair with the INOAR Deep Cleansing Shampoo, stylist Dan dried our hair, applied the keratin (it gets painted on just like colour would) and let it sink in for about 20 minutes. He then blowdried our hair again before straightening to lock in treatment. It takes about two hours, depending on the length and thickness of your hair, and it’s super low maintenance – all you have to do is keep your head from getting wet for 48 hours and then use sulphate-free shampoo and conditioner so that you don’t strip the treatment from your hair.

Our hair was left instantly smoother and sleeker in the salon, and after our first at-home wash it only needed a quick blast with the hairdryer, drying almost perfectly straight so no need to reach for the GHDs. If you’re trying to cut down on your styling time this treatment really is the business – it makes your hair softer, more hydrated and more manageable and it can last up to four months.

110 Wigmore Street, London, W1U 3RS