Free UK Postage  •  Same-Day Dispatch When Ordered Before Noon  •  0% Formaldehyde
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Professional Brazilian Keratin

Keratin Primer That
Empowers
Your Salon

Amino acid based straightening treatment designed to restore, smooth and strengthen the hair. It delivers a sleek, straight, frizz-free finish while improving the overall health and integrity of the hair fibre, enhancing day-to-day manageability for up to 6 months.

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0%
Formaldehyde Free
0
Years in the market
6mo
Lasting results
Scroll
Formaldehyde-Free Vegan & Cruelty-Free Same-Day Dispatch Free UK Postage 15+ Years Trusted Amino Acid Based Formaldehyde-Free Vegan & Cruelty-Free Same-Day Dispatch Free UK Postage 15+ Years Trusted Amino Acid Based
The Difference

Why Choose Nov'Max
Keratin Primer

You don't just create smoother hair with our Primer amino acid treatment. We give your salon a competitive edge, a loyal client base, and results that speak for themselves.

Repeat Treatments 3–6 Months

Long-lasting smooth, frizz-free hair your clients will come back for. More repeat bookings. Real salon growth.

Safe, Proven Formula

Formaldehyde Free. Vegan and cruelty-free. Refined over 20+ years of professional use.

High Margin per Client

With product costs averaging just £20 per application and treatments priced at £120–£250+, the profit potential speaks for itself.

Follow Us on Social Media

Find hints, tips, techniques and real client results on TikTok, Facebook and Instagram @emersondjuliani.

Same-Day Dispatch

Order before noon and we dispatch the same day. Free UK postage. Next day delivery with Royal Mail Tracked 24 Service.

Personal Support

Need guidance on hair types or application methods? We're available to help you achieve consistent, beautiful results. Drop us a WhatsApp 07784611997.

The Range

Professional Salon Products

Everything you need to deliver flawless, long-lasting straightening treatments.

Stock Available — order before noon for same-day dispatch
Nov'Max Keratin Primer 1000ml next to Sample size Actual Size
Size Guide

Salon Size vs Sample

See the real proportions. The 1000ml Primer is our professional salon size — built to last up to 10 applications. The Sample is a try-before-you-commit option for new stylists, with a free 60ml bonus.

Primer (Salon)
1000ml
Up to 10 applications
Sample
160ml
100ml + free 60ml bonus
Best Seller
Nov'Max Keratin Primer

Keratin Primer

1000ml — Up to 10 applications

Permanent Straightening

£140.00

inc. VAT

+ Free UK Postage

  • Results lasting 3–6 months
  • 100% Formaldehyde-Free
  • Frizzy, kinky, wavy, curly & afro hair types
  • Penetrates the cuticle, amino acids fill damaged gaps
  • Improves moisture retention
  • Boosts keratin production & enhances elasticity
  • Smoother, healthier, more resilient hair
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Essential
Anti-Residue Shampoo

Anti-Residue Shampoo

1000ml — Up to 50 applications

Pre-Treatment Prep

£30.00

inc. VAT

+ Free UK Postage

  • pH-balanced formula
  • Removes residue build-up
  • Prepares hair for treatment
  • Gentle on all hair types
  • 50p per wash
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Try First
Keratin Primer Sample

Primer Sample

100ml + FREE bonus 60ml

Try Before You Buy

£24.00

inc. VAT

+ Free UK Postage

FREE 60ml with every order
  • Same professional formula
  • Perfect for new stylists
  • Start small before going salon size
  • Tracked 24 Service
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Profit Potential

See What You Could Earn

Drag the slider to see your monthly profit from Primer treatments.

Clients per month
10
You charge per client
£150
Your Cost
£180
£20 per client
Revenue
£1,500
Monthly Profit
£1,320
Real Results

See the Transformation

Real clients. Real results. No filters. Tap any video to play.

0%
Formaldehyde
0
Years Perfecting
£20
Average Per Application
Salon Reviews

What Our Salon
Family Says

"Sixteen years ago, I accepted an offer for a training day with Emerson, and it was a decision that completely transformed my career. Not only did my business double in profit, but the results have truly changed people's lives for the better."

The demand is incredible — I have clients traveling from all over the country, and even one who flies in from Dubai specifically for this service. We have since transitioned to the Nov'Max Primer and the feedback has been phenomenal. Every single client is more than happy with their results.

For any stylist looking to elevate their business, I cannot recommend the Nov'Max Primer enough. Prompt stock delivery, reliable support with Emerson always just a phone call away. It is easily the best investment I've made for my salon.

GP
Geraldine Payne, Reece and Savannah
16 Years with Nov'Max

"I've been in the hair industry for many years and I've worked with a lot of different keratin systems, but the new Nov'Max Keratin Primer has genuinely impressed me."

The results have been incredible, especially on strong waves, resistant hair and clients who have struggled to achieve a truly smooth finish with other treatments. The hair feels stronger, healthier, incredibly shiny and far more manageable after the treatment. What I love most is that it doesn't just straighten the hair — it improves the overall condition and leaves it looking naturally sleek rather than flat or lifeless.

My clients have been blown away by the transformation. Frizz is dramatically reduced, styling time is cut down massively and the results continue to look amazing weeks after the treatment. Even in humid conditions, the hair stays smooth and controlled.

As a stylist, consistency is everything and the new Nov'Max Keratin Primer delivers reliable results time after time. Without a doubt, this is one of the best straightening and smoothing products I've used, and I would highly recommend it to any professional stylist looking to achieve premium results.

KE
Kevin Ebsworth
Diamond Edge Professional Hair

"Nov'Max Primer is brilliant. My clients love it, and their hair stays straight, smooth, and shiny for weeks. Highly recommend!"

KN
Kelly Neil
Keratin Specialist

"I've been using Nov'Max for about 14 years. Fabulous fast service and excellent advice."

SB
Sarah Butler
Mane Studio

"Best results ever. Clients love it."

JQ
Jackie Quinn
Salon Professional
The Nov'Max Difference

Keratin Empowers

Maximum straightening. Silky soft. Manageable. Anti-frizz. Permanent results.

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Certified. Trusted. Professional.

Cruelty-Free
Never Tested on Animals
100% Vegan
Plant-Based Formula
Formaldehyde-Free
Primer Formula
Free Delivery
All UK Orders
Got Questions?

Frequently Asked Questions

Yes. Keratin Primer works on all hair types including waves, curls, and resistant afro hair. It seals cuticles and restores natural shine regardless of hair texture. Contact us if you need guidance for a specific client.

No separate course needed. You'll be confident from your very first treatment. We're also available by phone or email.

Orders before noon ship the same day. All UK orders include free postage. Your salon can't wait — and we make sure it doesn't have to.

Yes, formaldehyde free. Keratin Primer uses amino acid technology that is powerful yet gentle on the hair, with no strong fumes, creating a safer and more comfortable experience for both you and your clients.

Product cost from just £20 per client. Most salons charge £120–£250+ depending on hair length and location. Excellent margins.

Yes — we offer samples so you can test the quality.

Ready to Join Our
Salon Family?

Trusted for over 20 years. It's your turn.

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Get in Touch

We'd Love to
Hear From You

Ready to order, want a sample, or just have a question? We're here Monday to Friday, 9am–4pm.

Phone
07784 611997
Email
sales@novmaxkeratin.com
Hours
Monday – Friday, 9am – 4pm
Beautiful keratin-treated hair

Send an Enquiry

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