You can apply it onto wet or dry hair, blow dry your hair until it's dry (I literally forgot this word for a few minutes), then you part your hair into sections and straighten.
It claims to keep your hair straight from your wash date, or until 3 days have passed. I never wait more than 3 days to wash my hair so I wouldn't know if it lasts longer.
What they claim:-
What I thought:-
When I first saw it I was amazed and very hopeful that it would work. I love the idea of waking up and not having to do anything but brush my hair! I don't normally blow dry my hair so I thought...well, I'm swapping 3 days without straighteners with blow drying and straightening, that's too much heat than I'd normally do in a day - was it really worth it?
What actually happens when used:-
It was great! When you first blow dry your hair it doesn't feel soft, but after you straighten it, it feels very soft and looks sleek. I first used this on Friday night, since then my hair has stayed straight! I loved waking up and not worrying about my hair. If you think you need GHD's to get this effect, my GHD's broke so I'm using a normally 230 heat limit with this product and it works. I love it! I did put my hair in a messy bun for about 1hr and it stayed straight after - I don't know how many times you tie your hair up before it may unstraighten but this worked amazingly well for me! I'm going to buy another bottle as soon as I run out. Only down side, is that I normally shower at night, leave my hair to naturally dry and straighten it the following morning - this is because I'm lazy and can't be bothered to do anything more with it after I've had a relaxing bath or shower so for me it does take a bit more time but it's worth it!
(Even has an fiddly lock!)