Products are sold through Philippine retailers including Watsons Philippines, where multiple KERATIN PLUS treatments and shampoos are listed.[2]

KERATIN PLUS gained significant prominence in the Philippine mass-market hair-care category during the COVID-19 pandemic. As beauty salons closed or became difficult to access during lockdowns, consumers increasingly sought methods to perform hair treatments at home.

Kantar’s Brand Footprint research identified KERATIN PLUS as the fastest-growing brand in the Philippines in its 2022 analysis. The report noted a 77% increase in Consumer Reach Points (CRP) and an 8.3-percentage-point increase in penetration.

The brand’s affordability and availability through neighborhood sari-sari stores were critical factors in this growth. Kantar observed that the larger treatment sachet provided salon-style benefits at a lower price point than some competing hair-conditioner products. The Freeman similarly reported that the brand gained popularity among Filipino consumers during the pandemic by promoting the concept of achieving salon-level hair treatment at home.

KERATIN PLUS is positioned around the proposition of achieving professional-looking, smooth, and manageable hair without visiting a salon. Rather than marketing itself as a luxury or premium salon brand, it emphasizes accessibility, convenience, and visible conditioning benefits. This positioning addresses common issues in the Philippine market, where hair rebonding, coloring, and heat styling frequently cause dryness and damage.

Product presentation describes KERATINplus as a solution for transforming dry and damaged hair into smoother, softer-looking strands while controlling frizz and flyaways.[1]

KERATIN PLUS has expanded beyond its original Brazilian treatment to include several variants and shampoos.

Brazilian Hair Treatment — Black

The classic KERATIN PLUS Brazilian Hair Treatment is a core product formulated with hydrolyzed keratin, argan oil, jojoba oil, and conditioning agents such as dimethicone and cationic conditioners. It is marketed for dry, damaged, frizzy, rebonded, and color-treated hair. Watsons describes the product as paraben-free, noting that argan and jojoba oils contribute to healthier, smoother, and shinier hair.[2] It is available in both larger packages and small sachets or tubes to accommodate different budgets.

Gold Intense Brazilian Hair Treatment

The Gold Intense variant is positioned as a more intensive treatment for dry, frizzy, and damaged hair. Key ingredients include sunflower oil, rosemary oil, hydrolyzed keratin, and aloe vera. It is marketed for hair affected by rebonding, coloring, and heat styling, helping to smooth and soften damaged textures.[2]

Luxurious Brazilian Hair Treatment

The Luxurious Brazilian Hair Treatment emphasizes biotin, lavender oil, hydrolyzed keratin, and conditioning ingredients. This variant is intended to make hair appear smoother and straighter, control frizz and flyaways, and restore the appearance of dry and damaged hair.[2]

Daily Nourishing Shampoo

Formulated with argan oil, ceramide, and hydrolyzed keratin, the Daily Nourishing Shampoo is positioned for everyday cleansing to maintain soft, smooth, and less-frizzy hair. The brand recommends using it in conjunction with its Brazilian Hair Treatment.[2]

Hair Fall Control Shampoo

The Hair Fall Control Shampoo features sunflower oil, ceramide, and hydrolyzed keratin. It is marketed toward fragile, fine, or thinning-looking hair, emphasizing strengthening and reduction of breakage-related hair loss.[3]

A defining feature of KERATIN PLUS is the combination of keratin with cosmetic conditioning oils and ingredients.

• Hydrolyzed keratin: A form of keratin broken down into smaller components for incorporation into hair-care formulations, used here for conditioning and smoothing.
• Argan oil: Associated primarily with the original Black Brazilian Hair Treatment and Daily Nourishing Shampoo, supporting claims of softer, smoother, and shinier hair.[2]
• Jojoba oil: A key ingredient in the original Brazilian treatment, paired with argan oil.[2]
• Sunflower and rosemary oils: Distinguishing ingredients of the Gold Intense line.[2]
• Biotin and lavender oil: Featured prominently in the Luxurious line.[2]
• Ceramides: Present in the shampoo range, including Daily Nourishing and Hair Fall Control variants.[2]

The Brazilian Hair Treatment is designed for integration into a regular shampoo routine rather than requiring a salon appointment. Manufacturer and retail directions generally instruct users to:

1. Shampoo the hair.
2. Remove excess water.
3. Apply KERATIN PLUS treatment.
4. Comb through or distribute with fingers.
5. Leave on for approximately one minute.
6. Rinse thoroughly.
7. For additional conditioning, leave on for approximately three minutes.

These instructions apply to both standard and Gold treatments currently listed at Watsons.[2]

KERATIN PLUS appeals primarily to consumers seeking an inexpensive and convenient method to maintain treated or difficult-to-manage hair. Typical target users include individuals with rebonded, colored, dry, frizzy, heat-styled, or chemically treated hair, as well as those with rough texture or flyaways.

Small sachets are central to the brand’s accessibility strategy. Market research has highlighted the brand’s presence in sari-sari stores and proximity outlets, enabling reach into lower-income households.

A key competitive advantage of KERATIN PLUS is its small-format packaging. Treatments are sold in small sachets or tubes alongside larger bottles; current Watsons listings show 20 g treatment sachets in multipacks as well as 200 g versions.[2] This format creates a low entry price suitable for consumers purchasing personal-care products in small quantities, aligning with demand for affordability during the pandemic.

KERATIN PLUS maintains a broad retail presence in the Philippines. Products are available through major beauty and personal-care retailers such as Watsons, while low-priced formats are distributed through neighborhood channels. Watsons currently lists eight KERATIN PLUS products, including Brazilian treatments, Gold and Luxurious variants, and shampoos.[2]

Recent intellectual property documentation connects the brand to S Brands Consumer Care Inc. An IPOPHIL publication dated May 18, 2026, lists a KERATIN PLUS trademark application (Application No. 4/2025/00532933), filed on November 25, 2025. The application covers Class 3 goods, including non-medicated cosmetics and toiletry preparations.[4] While this documents the current corporate landscape, a trademark application does not automatically confirm that the applicant originated the brand.

KERATIN PLUS illustrates how a mass-market Filipino beauty brand can combine salon-inspired positioning with sari-sari-store accessibility. Its growth during the pandemic reflects a rapid shift in consumer behavior toward affordable, at-home beauty solutions. Kantar’s identification of the brand as the fastest-growing in the Philippines in 2022 underscores this trend.

The brand occupies a distinct position between traditional conditioner, hair mask, and salon-inspired treatment, offering a treatment-oriented experience at a price point allowing frequent use. Notably, the KERATIN PLUS “Brazilian Hair Treatment” is a cosmetic conditioning product and should not be conflated with professional chemical hair-straightening procedures commonly referred to as Brazilian keratin treatments; retail formulations are intended solely to condition and smooth hair.[2]

1. KERATINplus
2. KERATIN PLUS | Watsons Philippines
3. KeratinPlus Shampoo Hair Fall Control 200ml – TikTok Shop Philippines
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