BTXCURE is an innovative treatment for revitalizing and regenerating damaged hair. Provides fullness, shine, and softness from the first application. Years of coloring, styling, ironing, and blow-drying can leave hair straight and dry. Combined with years of exposure to chlorine, sun, and pollution, it can cause a loss of the integrity of your hair. Over time, your body produces less keratin, the essential protein necessary for healthy hair. Just like your skin, hair loses its fullness and elasticity with age.