PH Group


Meet The Crown Pro Smoothing System

The Crown Pro Smoothing System is a professional salon-only Keratin smoothing system & hair botox treatment. It perfects the hair’s surface, texture, elasticity, and natural shine. The Crown repairs and strengthens damaged hair using a deep-conditioning treatment.

These products and solutions are an expression of a lifetime experience in the haircare business. The Crown offers a revolutionary in-salon smoothing and hair straightening procedure with zero toxic chemicals. 

Based on a molecular algorithm that has combined Science and Israeli creativity, The Crown have produced this groundbreaking treatment collection for very long-term results, while perfecting the hair’s surface, texture, elasticity, and natural shine.

How Does it Work?

Hair is made up of segments, some of which are dry, some lack moisture and nourishment, and some have split ends. At the same time, the hair at the root is still healthy and nourished. Current hair treatments, while adequate, are unable to diagnose the specific needs of each hair segment, and therefore weigh down healthy segments with unnecessary product. It is at this point that The Crown Pro Smoothing System enters the picture.

The Crown has devised a patent-protected method called Acro-Core that is based on five smart molecules composed of natural ingredients: bio ceramide, wheat germ, mustard oil, keratin, and acai juice. Every molecule has hundreds of thousands of product agents, each of which is engineered to pinpoint the segment of the hair in which it is needed, so that it doesn’t waste its strength on areas that don’t require it. We call this the “less is more” philosophy.

The Acro-Core molecules sit between the hair strands, and by the end of the treatment these molecules have come together with the hair strands for a flawless, perfectly-uniform appearance, each molecule having carried out its own treatment without interfering with the task of the other molecules. Together, they increase the hair’s shine, moisture, and softness.

How Was this Concept Devised?

We have raised the bar and said “no” to formaldehyde! The Crown recruited Israel’s top chemists and product developers and gave them one important task: to redefine the hair salon business in a huge and significant way. The business already does wonders with peoples’ hair, but at a very dangerous cost to their health. Starting today, The Crown presents hair stylists with a whole new series of ground-breaking repair and smoothing hair treatments unparalleled in their ability to smooth hair, make it more elastic, and give it natural shine. All the products in the series have a lightweight texture and are completely safe for both the hair stylist and client. They have been approved by the Ministry of Health, and, most importantly, they are much more effective than any previous hair care product in their category. This was our vision, and this is what we have realised with The Crown Pro Smoothing System.

So, What Are the Benefits of The Crown Pro Keratin Smoothing Treatments?

  • Treats and repairs all hair types.
  • The perfect hair botox treatment. 
  • Protects hair from hard water.
  • Protects the hair from environmental conditions like harsh sun, wind, moisture, and dryness, as well as cold and arid environments.
  • Protects hair from environmental damage, caused by factors like air pollution, dust, etc.
  • Protects hair from aggressive hair dyes that directly damage the hair.
  • Protects hair from chemical processes, such as colouring and lightening.
  • Protects hair from electric curlers or straighteners.
  • Treats undernourished hair.
  • Smooths and repairs natural, colour-treated, lightened, and/or damaged hair.
  • For professional use only.


Essential Amino Keratin Lotions


Provide smoothing and conditioning benefits on everyone. Whether your hair is kinky, curly, frizzy, colour-treated, bleached, or even damaged we have a formula to suit your needs.


Technical Tools

Formulated with effective ingredients that remove build-up, polymers, dandruff and soothe irritated scalps.


Hero Supreme Serum

Finish and perfect your look – Now set your style. Use our modern go-to’s to make the look last all day and night.


Dull No More Collection


Dull No More. That’s our promise to your thick coarse hair: Satin finish and effortless manageability. Nourish the dry hair with our best-in-class haircare collection for intense hydration that leaves hair supple and irresistibly soft to touch, keeping your hair looking its absolute best. 


Fine the Volume Collection


Fine the Volume Collection is the foundation of any style to maintain your hair strength and doesn’t go flat in just a few hours while keeping your hair looking its absolute best. The mustard oil enriched molecule in this product delivers a fuller look by boosting the volume of fine hair.



Joshua Altback, Owner of Joshua Altback Hairdressing & Beauty in North-West London and Ambassador for The Crown.

It’s much more of a versatile product, so it can be used in so many different ways compared to normal keratin products – with The Crown you can use different solutions on different parts of the hair as needed to suit the client.  The Crown scent is far less noticeable that the other systems we have used, and it does not create as much “steam” during the ironing stage.

For our region, we position ourselves as a “Smoothing & Straightening” specialist salon. We do have some lower cost smoothing options but they typically do not last more than a few months so we position The Crown as truly “permanent” and have found many people prefer to pay once for a truly permanent result.

We always consult for a Crown treatment. You need to know the client’s hair history- porosity/condition/colour etc- this makes all the difference to what product you would use and how long to leave it on for. We try and do a consultation on the phone or via WhatsApp- but they can also come in.

There are 4 main Crown Lotion No’s to cater for different types of Frizz or Curl… but you can also bespoke a Crown formula to achieve the exact result required by the customer.

They all say it’s the best treatment they’ve had.

The difference is always how The Crown will make it straight permanently (and we are talking up to 6 months) provided that you work on the sections and follow each stage accurately and select the right Treatment option for that particular type of hair & client.  Roots will always grow through so if clients did come back after a couple of months you could just apply this to their roots, and the rest MAY still be intact from the original treatment.

You can really personalise this treatment for every client which is what we love so much.

NO! Every stage is critical. With this type of treatment, it is the attention to detail that will get you the results.

The Crown must be applied using a tint brush & bowl. The product is more of a liquid and when you get to number 2 it is really liquidy!  So, for example if we had a client whose hair was coloured and really curly and she wanted it straight we would either use half of 0 and half of 1 and just put it into a bowl and use that.

I do think that the knowledge is so important and understanding how to use this is vital… You need to understand how each product works on different hair and when to use a mixture of the products.

No, but if the hair was very damaged at the ends, and if the roots were different, you could do number 1 or number 1 Forte on the roots and mid-lengths and then number 2 on the ends to create a bespoke treatment for your client’s hair-type.

It depends on multiple factors: how often do clients wash their hair, what products they use, if they are constantly using hot irons on it and damaging it, using conditioner on it instead of a mask, swimming lots, using products with sulphates (would strip it quicker), these types of things will contribute to it not lasting as long.

The best-case scenario is that clients use all the products (shampoo, conditioner, mask, serum) then it should last 6 months. But if you are not using it as a straightening treatment but a de-frizz treatment instead then I don’t think it would last the full 6 months.

Yes, absolutely. We always say “You’ve had a great treatment now use great products to look after it… Don’t use rubbish products that you can buy from a chemist etc. Use the products that are designed to go with it- because these are the products which will make it last the longest. AND always use a mask!” We always try and encourage the clients to buy the right products from us.

We charge from £400-£600 for this treatment, but we do give a 10% discount for your first visit and treatment with The Crown.

We would generally price on the thickness, the length & amount of product that you use + how much you charge per hour for your employee’s time.

This is a bespoke pricing system and treatment because if someone has fine, non-frizzy hair this may take 2 hours but if the hair is really thick it may take you 3 hours and don’t forget that the shampooing must take place in the salon afterwards.  We are thinking of offering a slightly cheaper price if someone just wants to use it as a treatment to take out the frizz (this will take slightly less time to do because you are ironing it less).

We try to charge about £80 per hour plus the product, but different salons will obviously charge different amounts depending on where in the UK they are based.

The Crown treatment from £400+, we don’t allow people to book online because it’s just too difficult to do that.

Mainly longevity and hair quality and this is probably to do with both the products and who has done it. If they go somewhere cheap, it will probably last a month and we get a lot of that. A lot of people say “it hardly worked”, “it lasted a month” and “they damaged my hair”. So, we have a lot of customers who have tried many different options… Different treatments, different salons, different products and then they come to us and they try The Crown and they are hooked! They will spend the money because they know it is just a much better product.  

The Crown Education

FREE Online Education Course

The Crown Pro Smoothing System is a revolutionary salon-only professional keratin smoothing and hair straightening procedure. It perfects the hair’s surface, texture, elasticity, and natural shine. The Crown repairs and strengthens damaged hair using a deep-conditioning treatment – and is the perfect hair botox treatment.

In-Person Education Course

Using The Crown Pro Smoothing System, study the consultation process, find the best treatment blend for each hair type and engage in practical application on a live model.

£99 + VAT (includes buffet lunch)

Out of Salon Studios, Exeter

Check out our Online and In-Person Education Courses for The Crown or visit to view our entire education offering!




THE CROWN Introducing our new Ultimate Reset Collection. Enriched with Japanese-sourced rice extract to deliver deep repair from roots to tips, gently mending damaged hair to bring it back to optimal health. Hair is protected from future breakage and feels manageable without weighing it down. Plus it’s designed for all hair types.


THE CROWN AT HOME products are composed of aunique molecular bonds from the five selected molecules present in THE CROWN recipe. This powerful molecular complex promises a perfect continuation of the salon procedure at home for months to come.

Ensuring your client’s haircare routine is conducted the right way at home takes no longer than doing it wrong. Proper haircare use is essential to maintaining healthy and beautiful hair. Please bear in mind that THE CROWN home products are simply great for all your clients!