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  /  About Us

our story


Straight 4 is an innovative company that has over 10 years of experience and knowledge in the global hair care market specialized in selling professional hair straighteners, styling tool sets and developing an array of hair care products.

Straight 4 u laboratory has focused on researching natural ingredients to provide natural and organic hair care products. The company uses only the best natural plants without compromise to create its natural hair care line for beautiful and healthy hair.

The company has developed an exceptional and unique hair care line under the brand– Flawless – with the most advanced formulas using the best combination of natural ingredients and modern technology. It offers its blend of expertise and innovation with a personalized experience.
Flawless -professional hair care line was inspired by our intimate knowledge of the modern woman and designed especially for women in order to provide the best solution against internal and external factors that can affect the health of the hair.

Flawless is based on Echinacea, the powerful healing plant and a blend of natural ingredients that has many benefits for hair and leave it healthier & shinier.

Straight 4 u‘s hair care line is committed to deliver world-class quality products to its worldwide customers.

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About Our Story


Flawless Professional for Flawless Results!
Flawless Professional designed to enhance the natural beauty of the hair & promises healthier & shinier hair.
Flawless Professional was designed especially for women in order to take care of their hair after regular straightening.
Flawless Professional hair care line includes: shampoo, mask, serum, hair restoration ampoules and hair fiber, that all of them combined with natural plants extract & essential oils that are rigorously selected to perfect the beauty and health of hair.
Flawless Professional hair care line formulated only with the best natural ingredients based on the Echinacea, a powerful healing herb with its highest quality and the most amount of nutrients for hair.

• All products are free from sulfates, parabens & SLS


Echinacea is a powerful healing herb. Scientists found out that the root of Echinacea herb contains very high concentration of volatile oils.

Echinacea herb acts as wonderful immune system stimulators and has beneficial therapeutic properties. Most health and beauty benefits of Echinacea herb are due to the presence of flavonoids, essential oils, polysaccharides, inulin and vitamin C.


Echinacea plant growing above the ground and contains many beneficial and powerful benefits for health and beauty.

Promotes Hair Growth
Echinacea promotes hair growth & helps control hair fall, making your hair feel fuller again. It enhances blood circulation to the scalp and strengthens the hair follicles.

Adds Shine to Your Hair
Echinacea contains moisturizing properties that create hair hydration system to keep strands well-nourished, full of moisture and adds shine to the hair

Fights Dandruff
Echinacea is also effective in fighting against bacteria that causes dandruff or infections of the scalp.

It effectively balances sebum levels, moisturizes your scalp and removes dead cells, thus preventing dry scalp conditions. The anti-microbial properties of Echinacea help eliminate dandruff altogether when used over a period of time. Use an Echinacea-based shampoo to provide relief from dandruff.