Although I personally haven’t ever tried or needed a professional hair straightening treatment, I know that they are considered to be expensive, time consuming and not always 100 percent effective. Not to mention that the ingredients can be noxious to both your body and mother earth. But for those who really want to straighten those curly or wavy locks, help may be on the way.

Allure magazine just announced its Best of Beauty Awards 2011 and in the Breakthrough category, a new product by Keratin was bestowed top billing: KERATIN EARTH. This new formula for at-home treatment does not contain noxious formaldehyde or “hydes” of any kind. The process takes 30 minutes and can be yours for $99.95. Find @ keratinearth.com (it will be available at retail shops in January 2012).

According to one of Allure’s experts – “This is not only comparable to some salon treatments—it’s better,” says Wilson. “Many salons use chemicals that get hair very straight, but can also cause damage to the cuticle. The ingredients in Keratin Earth protect against heat damage and help restore the cuticle. Not only is your hair straight, but it should also feel much softer and look healthier, too.” She notes that the results vary with the degree of natural curl in the hair: straightening effects will last longer on women with wavy hair versus very curly locks.

If anyone tries it, please let us know what you think.