Frequently Asked Questions

What’s the story behind the brand?

The brand was initially launched as Owow in 2019 as a home salon beauty brand that was born simply out of the founder’s personal need. She wanted to take control into her own hands instead of having to regularly pay a visit to the salon and that’s how the idea for the home salon beauty brand was born. Please read more on Our Story page.

Why was the brand rebranded?

After two years on the market, hundreds of thousands of happy customers, and a lot of feedback later we understood that there is more to it than just a simple "wow" experience.

That’s when we decided to redefine the entire brand. Realising we are all in constant search of beauty solutions that will make us feel better and we tend to seek professional help made us question why should someone else tell us what to do when only we know what we need.

You should be your own expert, because you are the answer. Through that realization, in April 2022 Owow was reborn as ANSWR.

Along with the rebranding process we decided to reformulate all our products based on customer feedback and trail groups, which were launched along with the rebranding.

What has changed along with the rebranding?

Brand Name - The most obvious change is in the brand name. Owow is now ANSWR. While we want you to still experience that wow feeling with our products we also want you to look deeper into yourself - because we believe that only you know the answer to your beauty needs. Your beauty, your way!

ANSWR is set to simplify beauty by empowering you to be your own beauty experts and take ownership of your beauty routines. We enable this by making expensive salon treatments accessible to you by providing convenient at-home alternatives inspired by real experts - our customers (aka you) - the voice of ANSWR.

Improved Formulas - Our products took the industry by storm and despite the fact that our keratin treatment was awarded the best hair product in the Global Makeup Award 2021, we still knew it could be improved even further. How? By inviting and involving our customers in the reformulation process.

Along with the rebranding process, all products - except our Flyaway Stick - have been reformulated reflecting customer feedback and trial group survey results. After 15 sample rounds, and over a year of formulation work based on positive trial group survey responses, our products will be available with an improved formula from tomorrow onwards. The trial group survey shows that 92% of the testers preferred the new keratin treatment formula over the original one.

Read more about the reformulation process here and about trial group results here.

What’s the mission?

Our mission is, and will always be, to empower you to take ownership of your beauty routines through innovative home salon products for that little extra glow in your life. At its core, we make expensive salon treatments accessible to everyone by providing convenient at-home alternatives inspired by real experts - its customers - the voice of ANSWR.

What does ANSWR stand for?

We really want to celebrate hassle-free beauty solutions that enable everyone to express themselves freely. We firmly believe beauty shouldn’t be complicated. Beauty should make everyone feel good. Not pressured. Beauty should not control you. You control beauty. Only you know what you need. You choose what’s right.


Are all your products vegan and cruelty free?

We don’t use any animal derived ingredients in any of our products and we’re committed to being cruelty free: this means we do not test on animals at any stage of product development, and we will only work with vendors who uphold the same standards.

What chemicals are not found in your products?

All our products are free of formaldehyde, sulfates, parabens, silicones and alcohols which are generally not good for your hair and health.

What does your at-home keratin treatment do?

It is an at-home alternative to expensive salon keratin treatments. One easy application at home results in up to three months of perfectly frizz-free hair. The exclusive VeratinTechTM technology, a 100% vegan keratin, combined with gentle acids, helps control frizz, seal cuticles, and balance your hair’s pH while restoring softness and shine. 

What are the main benefits of getting the ANSWR Keratin Treatment?

- Unique formula with antioxidant action which proves moisture retention resulting in incredibly smooth and shiny hair

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

- Quick and easy application process 

- Results last up to three months with only one easy application

- 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

Is it similar to salon keratin treatment?

Our at-home keratin treatment has the same effect and gives you the same outcome as the traditional keratin treatments done at the salons

Is it safe to perform the keratin treatment at home?

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 of any harsh chemicals the treatment doesn’t irritate your scalp and there is no need to use gloves when applying the treatment.

However, we do recommend checking the ingredients list to see if you are allergic to any of the natural ingredients included in the formula. Our product may react with some coloured fabrics, to avoid colour fading and stains on your beloved clothes, we recommend using an old towel for covering the shoulders during the treatment.

How is the smooth and silky effect achieved? VERATIN TECH ™ Technology explained.

Typically similar treatments on the market utilize animal sourced keratin and strong chemicals as their active ingredients to achieve effective results.

As we believe that looking good should never compromise our health nor our furry friends we use only gentle, high quality ingredients and 100% vegan sourced keratin - without compromising the effectiveness of the treatment. Our own unique combination of 87% natural ingredients and a blend of amino acids is the hero of our exclusive VeratinTech™ technology.

VeratinTech™  technology is grounded on the acidic oxoacetamides synergy and utilizes keratin amino acids sourced from wheat and soy. The unique technology enables capillary realignment which results in natural smooth and shiny hair that lasts for up to three months - all this without damaging the hair.

What really happens inside your hair during the treatment?

1. After the application of the treatment, it absorbs to the hair cuticle - the topmost layer of the hair strand.

2. During the action time, treatment enters the second and thickest layer of the hair strand.

3. The acids modify the weak and reversible bonds between protein chains.

4. Amino acids of the vegan keratin creates new links between existing proteins and keratin is absorbed by the core of the hair strand. 

5. The treatment is washed off when the viable links have been fixed. Some stronger bonds, such as ones damaged by bleaching, may not be fixed.

6. The heat of the iron seals the new bonds and the cuticle back down - making the hair de-frizzed and shiny. 

7. Blow-drying with hot air after each wash makes the cuticles settle down again, which enables the hair to be smooth for up to three months. 

8. Links between protein chains fade gradually with each hair wash. To seal them again, the treatment can be repeated every second month. 

What do you need to have to perform the keratin treatment?

Straightening iron,  blow dryer, hair clip, comb, shower, and towel.

How many application is one bottle enough for?

The 100ml spray bottle is designed for 1-2 time application, depending on the length and thickness of your hair. Remember that it is vital to apply a generous amount of solution so that your hair is completely saturated

Does it straighten the hair?

It is a smoothing treatment and not a straightening one. While it de-frizzes and might make your curls appear more  loose it won't straighten your hair. 

On a technical level it differs from a straightening treatment by the chemistry behind it: Straightening treatments and perms use strong chemicals that affect the disulfide bonds to restructure the hair strands.

Our natural chemicals are effective on a different level and affects the weaker, modified bonds instead

Does your product include perming ingredients?

A chemical perm can make your hair permanently curly or wavy by creating permanent changes to the hair structure. Our keratin product is a semi-permanent treatment, so it doesn’t allow strong disulfide bonds to be broken and reshaped.

Our VeratinTech™ technology includes gentle acids that help to restore weak links between protein chains and this in turn results in a frizz-free finish.

Does it damage the hair as permanent straightening?

The mechanism of permanent straightening leads to the breakage of the disulfide bridges while our technology only affects the weak and reversible bonds, hence doesn’t damage the hair.

It involves formation of cross-links with two or more polypeptide chains. Reversible reactions are created between the fibers and the carbonyl group of the glyoxylic acid.

The centers of the reactions of the fibers are the aminoacids that have particular free chemical groups containing sulfur, oxygen and nitrogen. In this context, the keratin amino acids can also react to create new links and to give new shapes of the hair.

Is it suitable for all hair types?

Yes it is! However, please keep in mind that it will not repair bonds damaged by bleaching treatments. Also colored hair may be subject to fading in color when flat iron is applied on hair - especially if hair has been colored with semi permanent dye.

To avoid any fading of you colored hair we recommend passing the iron on a small section of hair and waiting until your hair cools. If you notice any fading, lower the temperature and test it until  you no longer see any fading.

What is the keratin treatment application process?

1. Section & spray. Divide clean, dry hair into sections and spray on each section until saturated. Usually, this means applying the entire bottle. More is more. 

2. Comb through. Make sure treatment is evenly distributed and leave your hair open. 

3. Let it act. Let those botanicals work their magic. 40 minutes for thinner hair; 60 for thicker hair.

4. Rinse thoroughly with only water.

5. Blow-dry with care until fully dry. 

6. Straighten. Comb through thin sections (approx. 2cm wide) slowly and lock in the treatment with a styling iron set to 200°C*. For best results, pass the iron 6 times on each section until entirely straight. 

*On colored hair, test a small section of hair and wait until your hair cools. If you notice any fading, lower the temperature

What are the after keratin treatment instructions?

- Don’t wash your hair for 24 hours. 

- Use sulfate-free shampoo and conditioners. Like ours.

- Blow dry after every wash to reactivate the keratin. Ta-dah! 

- Repeat the treatment after 2 months to keep it smooth.

How long does the application of the keratin treatment take?

It will only take 10 minutes to spray in the treatment after which you let it act for 40-60 minutes.

All in all the entire treatment process will take you only 1,5 to 2 hours and it will transform your frizzy and lifeless hair into silky-smooth which will last for up to three months.

Can I apply the keratin treatment to dry and damaged hair?

The treatment works well to align even dry, porous, bleached hair but it may not fully restore the aggression already caused by previous chemical products. Please keep in mind that it will not repair bonds damaged by bleaching treatments.

The treatment itself does not cause any damage or sensitivity to the hair fibers. But, if the hair is already fragile due to excessive bleaching or/and heavy chemical products, it might appear dry after the treatment as the application process requires sealing the hair with a hot iron. If you have very damaged ends, we recommend avoiding passing the iron on the ends too excessively.

Can I go wrong with the application of the keratin treatment?

There are a few mistakes you should avoid:

- Not applying enough solution – Remember that your hair needs to be fully wet after spraying in the treatment

- Not letting it act long enough – Remember to let it act for one hour and not less than that

- Leaving the treatment to act for too long

- Not rinsing the treatment properly – Remember to wash the solution off entirely

- Straightening too thick sections of hair – Remember to take very tiny (2 cm wide) sections at a time

- Not going over each section of hair 6 times with the iron

Can the keratin treatment be used on coloured hair?

Yes it is! However, please keep in mind that it will not repair bonds damaged by bleaching treatments. Also colored hair may be subject to fading in color when flat iron is applied on hair - especially if hair has been colored with semi permanent dye.

To avoid any fading of you colored hair we recommend passing the iron on a small section of hair and waiting until your hair cools. If you notice any fading, lower the temperature and test it until  you no longer see any fading. 

How often should I redo the keratin treatment?

The result last 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 - with a 20% discount.

Will it make my hair smell?

Since launching our original keratin treatment in 2019 we have been spoiled with thousands of happy customers world wide. Regardless we always kept our eyes and ears open for possible improvements. Based on the feedback from our keratin treatment users we knew there was a clear points of improvement that we wanted our lab to solve with the original formula. It made porous hair smell unpleasant after the treatment when the hair was wet. This side-effect was gone usually by the 3rd wash and was something that only people with porous hair experienced. Given that this is a very common side-effect for most of the similar salon treatments on the market, we knew this wasn’t an easy one to solve - but we were ready for the challenge. The improved version of the original keratin treatment was launched in April 2022 and a trial group testing was performed. 97% didn’t experience any unpleasant smell after treatment. It is worth mentioning that 100% of the trial group participants had used our original keratin treatment in the past and 55% of them did experience an unpleasant smell in the hair when hair was wet following the original  treatment.

Out of all the participants only one reported unpleasant smell - and she claimed that the smell was extremely mild and only after she rinsed off the treatment in the application process.. She did not experience the unpleasant smell on the next wash.

As we solved a very common problem associated with keratin treatments in general we knew we had discovered a breakthrough technology. Read more about the reformulation process here

Do you guarantee results?

Yes we do offer a 100% money back guarantee! We guarantee that our keratin treatment will make your hair smoother and silkier than ever. However, please  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. If you are not happy with the results please get in touch with our support team at

Does the shampoo foam even though it is sulfate-free?

Yes, it does! Knowing how annoying it is when the shampoo doesn’t lather we made sure to optimize our shampoo to lather properly.

Will the smoothing conditioner make the hair flat and heavy?

Though the conditioner has an effective smoothing effect we made sure to formulate it in a way that will not flatten your hair. It will not affect your natural volume and will remain voluminous but smooth.

Are all your products safe to use while pregnant or breastfeeding?

The formulas don’t include any ingredients that aren’t safe while pregnant. The active ingredient in the keratin treatment is called glyoxylic acid which is absolutely safe to use during pregnancy and breastfeeding.


How long is shipping?

Typically, we dispatch your order within 24h so you may expect a shipping confirmation email within that time frame. We have three warehouse locations - in UK, Finland and Germany.

Your order will be dispatched from the warehouse which is the most optimal for your location. 

Below are the standard delivery times:UK: 2-3 business daysFinland: 3-4 business daysGermany: 2-3 business days Rest of EU countries: 4-7 business daysNon-EU countries: 7-10 business days

What happens if I do not collect my parcel?

If your parcel is not collected in 10 days, it will be sent back to our warehouse.Alternatively, you may contact the courier directly to agree to a second delivery.If you are unable to collect the package in person, you may delegate another person, who must have with them: a letter of delegation and valid proof of identity.

Where do you ship my order from?

Shipping cost is based on weight. We ship all orders from our warehouses in UK, Finland and Germany. We ship your order from the warehouse that is closest to you to optimize the shipping time.

Will I have to pay duties and VAT charges?

All UK orders are fulfilled from our UK based warehouse, hence no VAT charges will apply. Also all EU orders are fulfilled by our Finland and Germany based warehouse - hence no VAT charges will be applied. For orders shipped outside of the UK and EU, any applicable duties, tariffs or other fees may be incurred. Please note ANSWR is not responsible for any duties, VAT or other fees. Customers are solely responsible for any applicable duties or VAT charges.

How do I change my shipping address?

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.

Please keep in mind that once orders are processed, we cannot change the  shipping address. We ask that you double check your shipping address when entering it into the system to ensure that you receive your package.

How do I track my order?

You will receive an automated shipping confirmation email including a tracking link once your order has been dispatched. If you have any questions regarding tracking please email us at

Can I amend my order?

Since we begin processing each order through our warehouse as soon as 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.


What is your return policy?

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 see the FAQs above and contact us at

What if I receive a damaged product?

We replace all products that arrive damaged when you return them within 30 days from the day you placed the order. In such a case please contact us at and we will provide you more details on how to handle the return and the replacement. In order to make things easy and fast, please always include your order number in the subject line

How does your 100% money back guarantee work?

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 do not give your hair the desired results.In such a case please send us your order number, before and after pictures, lote number, and any specifications of your process, results, hair type, or previous treatments to

You can find the lote serial number on the bottom of your bottle. The guarantee is valid for your first order.

How can I cancel my subscription?

You can cancel your subscription at any time. For canceling the subscription please email us at

How will my refund be processed?

Refunds will be returned to the form of payment used when you placed your order.Refund processing may vary slightly depending on the payment method used but will generally show up on your account in 2-10 business days.