Keratin increases the strength and resistance of hair strands it can bind water helping to maintain hair hydration It makes the hair smoother and shinier reducing frizz forms a protective layer helping to protect the hair from environmental damage such as heat and harmful UV rays Milk Protein is rich in amino acids that nourish the hair and strengthen the strands It helps lock in moisture making the hair more hydrated It improves hair elasticity reducing the risk of breakage and damage It helps make the hair appear fuller by forming a protective layer around the strands