VitaKeratin is a hair care brand owned by Unilever Philippines. The brand specializes in affordable salon-inspired hair treatment products formulated to help repair damaged hair, smooth frizz, improve softness, and enhance shine through keratin-based conditioning technologies. It is primarily marketed in the Philippines and is widely available through supermarkets, pharmacies, beauty retailers, and e-commerce platforms.

VitaKeratin was introduced as Unilever Philippines’ salon-inspired hair treatment brand to provide consumers with professional-quality conditioning treatments at an accessible price point. Rather than focusing on shampoos, the brand built its identity around intensive treatment tubs and conditioner-style products designed for regular home use.

The brand has expanded over time with multiple treatment variants targeting different hair concerns, including damaged hair, frizz control, color-treated hair, and dry hair. Several VitaKeratin products are officially registered with the Philippine Food and Drug Administration (FDA), confirming their notification for sale in the country. [1]

VitaKeratin’s product lineup includes several treatment variants, such as:

• Salon Hair Treatment Deep Repair – formulated for dry and damaged hair.

• Salon Hair Treatment Brazilian Straight – designed to help smooth frizzy and unruly hair.

• Salon Hair Treatment Color Shine – intended for color-treated hair.

• Salon Daily Treatment Deep Repair – a daily-use treatment for maintaining softness and hydration.

These products generally contain conditioning ingredients and hydrolyzed keratin or keratin-inspired complexes that coat the hair fiber, improving manageability and reducing the appearance of damage.

VitaKeratin products are marketed around keratin-based hair care.

Keratin is the primary structural protein found naturally in hair. Hair treatments containing hydrolyzed keratin or keratin derivatives do not permanently rebuild damaged hair but can temporarily:

• smooth the hair cuticle,

• reduce frizz,

• increase softness,

• improve shine,

• reduce tangling,

• make hair easier to manage.

The effects typically last until the product is washed out and are maintained through regular use.

The brand primarily targets consumers who:

• have dry or damaged hair,

• frequently color or heat-style their hair,

• experience frizz due to humidity,

• want salon-like conditioning without professional treatment costs,

• seek affordable alternatives to premium hair masks.

Within the Philippine hair care market, VitaKeratin occupies the affordable salon-treatment segment. It competes with products such as:

• Cream Silk Triple Keratin Rescue

• Dove Intensive Repair Hair Treatment

• Keratin Plus Hair Treatment

• Bremod Hair Treatment

• Hair Treats by Watsons

Unlike premium salon-exclusive brands, VitaKeratin is positioned as an accessible treatment for everyday consumers.

VitaKeratin has received generally positive feedback from many Filipino consumers, especially regarding:

• softness after use,

• reduced frizz,

• pleasant fragrance,

• affordability,

• ease of finding the product in stores.

Online discussions also note that some users experience product buildup or prefer applying it only from the mid-lengths to the ends of the hair, rather than directly on the scalp. As with most hair care products, individual experiences vary depending on hair type and routine. [2]

VitaKeratin has invested in television and digital advertising in the Philippines, including music-driven campaigns that gained popularity online. The brand has also collaborated with Filipino celebrities and pop culture campaigns to increase brand recognition among younger consumers.

VitaKeratin products are sold throughout the Philippines via:

• supermarkets,

• Watsons,

• Mercury Drug,

• convenience and department stores,

• official Unilever online stores,

• major e-commerce platforms.

Multiple VitaKeratin products have active cosmetic notifications with the Philippine Food and Drug Administration (FDA), including:

• Salon Hair Treatment Deep Repair

• Salon Hair Treatment Brazilian Straight

• Salon Hair Treatment Color Shine

• Salon Daily Treatment Deep Repair

These registrations identify Unilever Philippines, Inc. as the responsible company for the products in the Philippine market. [3]

• Unilever Philippines

• Unilever Global

Summary

VitaKeratin is a Philippine hair treatment brand owned by Unilever Philippines that focuses on affordable, salon-inspired conditioning products. Best known for its treatment tubs, the brand emphasizes smoother, softer, and more manageable hair through keratin-based formulations. It has become a well-recognized option in the Philippine mass-market hair care category, with products officially notified by the Philippine FDA and distributed nationwide.

1. Registration Number Product Name | NN-1000013020836 Vitakeratin Salon Hair Treatment Color Shine
2. Cream Silk or Vita Keratin?
3. FDA Verification Portal