Treatment
How to use Fashion Gold Progressiva at home
What to have ready, the seven steps with their timings, and the mistakes that cost a result.
- 01
- 02
- 03
- 04
The Fashion Gold routine, in order
A smoothing treatment is one evening. What you wash with afterwards matters just as much.
Prepare
Protect Poo goes on dry hair for 2 minutes before the shampoo, so the lengths lose less moisture in the wash.
Fashion Gold Protect Poo Pre-Shampoo Treatment
Cream · dry, chemically treated or textured hair
from $32.89 2 sizes
Smooth
Progressiva is the treatment itself: 60 minutes under a cap, a rinse, a blow-dry and a flat iron. It comes alone in four sizes or in a kit with its shampoo and mask.
See all three ways to buy it
Fashion Gold Progressiva Keratin Treatment Kit
Cream, shampoo and mask · all hair types
from $123.79 2 kits
Fashion Gold Keratin Treatment and 3-Mask Set
Cream and three masks · all hair types
$153.90 300 g + 3 x 250 g
Keep
The Protect & Control shampoo is sulfate-free and made for treated hair. Its 2-in-1 mask is the conditioner that follows.
See the after-care lineFashion Gold Protect & Control Sulfate-Free Shampoo
Gel shampoo · keratin-treated, color-treated, dry or chemically processed hair
from $29.89 2 sizes
Fashion Gold Protect & Control 2-in-1 Conditioning Mask
Cream in a jar · keratin-treated, color-treated or dry hair
from $29.90 2 sizes
Repair
Cronograma is three masks in rotation: Medula rebuilds, Cortex feeds, Cuticula hydrates. One mask per wash, for 3 seconds or 10 minutes.
See the Cronograma lineFashion Gold Cronograma Capilar 3-Mask Set
Three cream masks in tubes · all hair types
$89.89 3 x 250 g
Fashion Gold Cronograma Medula Reconstruction Mask
Cream mask in a tube · damaged, fragile or stressed-looking hair
$34.99 250 g
Fashion Gold Cronograma Cortex Nourishing Mask
Cream mask in a tube · dry or stressed-looking hair
$34.99 250 g
Progressiva, four sizes
One formula in four bottles. The number of applications is the brand's own figure for each size.
Choose a sizePopular Fashion Gold products
Ranked by how many buyers have rated each one.
See the Fashion Gold range
Most rated
Fashion Gold Progressiva Keratin Treatment
The smoothing treatment the brand is known for, in four sizes.
150 g300 g500 g1 kg
from $39.98 4 sizes
Choose a size · from $39.98
3 x 250 g04 Repair
Fashion Gold Cronograma Capilar 3-Mask Set
Three cream masks in tubes · all hair types
See the details · $89.89- 2 sizes
03 Keep
Fashion Gold Protect & Control Sulfate-Free Shampoo
Gel shampoo · keratin-treated, color-treated, dry or chemically processed hair
300 ml500 ml
Choose a size · from $29.89 
2 kits02 Smooth
Fashion Gold Progressiva Keratin Treatment Kit
Cream, shampoo and mask · all hair types
Kit with 300 gKit with 500 g
Choose a kit · from $123.79
2 sizes03 Keep
Fashion Gold Protect & Control 2-in-1 Conditioning Mask
Cream in a jar · keratin-treated, color-treated or dry hair
250 g500 g
Choose a size · from $29.90
300 g + 3 x 250 g02 Smooth
Fashion Gold Keratin Treatment and 3-Mask Set
Cream and three masks · all hair types
See the details · $153.90
150 ml
Wavy and curly in, straight out
Four heads of hair photographed by the brand before and after one Progressiva session. Fashion Gold describes the result in these words.
- Reduces volume and frizz
- Leaves hair more aligned, soft and shiny
- One product, no mixing or developer
- Works on all hair types
Fashion Gold Progressiva Keratin Treatment
150 g · $39.98
Order It on AmazonThe order is placed with our retail partner.
Photos: Fashion Gold. Results depend on the hair and on following every step.
What buyers say about Fashion Gold
All buyer reviewsTry it you won't regret it
I was skeptical my hair would fall out but this made my shorter thinish wavy hair stick straight n perfect. Rain? No problem. No frizz. It's been 7 weeks n still going with a little wavy after washing n drying. So easy to apply. I straighen my hair in 4 min. But 6/8 of one bottle did my shorter hair so beware n buy extra. It's worth it. I'm back for more soon.
Highly recommend
The product is with no doubt of great quality. I had the same results as at the professional salon, if not better than. The instructions are easy to follow since each container indicates the order of use. As for the leave-in time, I left the same as the hair salon does, 15 mins. For a complete hair chronogram process I bought the hair ozone machine to follow the same steps as my hairdresser. Fantastic result!
So good!
Amazing! Smells so good and really detangles my hair. I would use this even without a progressiva.
Pros and cons but overall, would purchase again and repeat.
Positives: hair feels soft, is mirror shiny, mix easier to straighten, removed puffiness/frizziness, made my thick, coarse, frizzy hair a lot easier to maintain and style.Cons: smell isn’t great, hair kind of smells like your skin after you get out of a tanning bed, almost a burnt kind of smell. But I will say it’s MUCH more tolerable than the typical sulfur/rotten egg smell of keratin/chemical straighteners. My ends are CRISPY; unsure if this kind of fried my ends of what but my ends are very unhappy, unruly and I definitely need a trim after this. Even going over ends with a straightener didn’t smooth them, they’re still very frizzy and messy. I have a ton of flyaways on top of my head. I noticed a lot of breakage when doing this treatment, both during and after and my hair does seem kind of brittle. If you have colored / dyed hair, this will alter the color. I have dark brown dyed hair (naturally blonde) and this took some dark away and it’s kind of reddish/orangish after the treatment. Nothing detrimental but I’ll probably dye it more of a blackish-brown to get rid of the orange tint.Overall I’d repeat this again regardless of the cons above. Considering how much better the smell of this is compared to similar treatments and also was much easier to use with a lot less steps than the last treatment I did. I really appreciated the fact that I didn’t have to blow dry and straighten my hair WITH product still on it like the last treatment I did; that part was very difficult and terrible! I appreciated that I was able to rinse this product fully out of my hair before having to dry and straighten it. As other reviews say, bottle is super small and I was only able to treat my hair once with this with the amount of product given. Wish bottle was bigger for the price.
Like it.
Normal progressiva or brazilian straightening treatments STRAIGHTEN. This one is like a deep moisturizing/Hidrating. It wont leave your hair pin straight but it will give a luxurious shine and feel.
Leaves my hair smooth and straight.
Works really well! It leaves my hair smooth, straight, and soft. It’s easy to use and gives me great results. I’m very happy with it.
What Fashion Gold is
Fashion Gold is a Brazilian hair-care brand of the Ybera Paris group. In Brazil it is known for one product above all, its progressiva: a smoothing treatment you leave on the hair for an hour and seal with a flat iron. In the United States the same product is sold as the Progressiva Keratin Treatment, and it is the reason most people look the brand up.
The formula is acid-based. The brand lists hydrolyzed quinoa, sacha inchi oil and coconut oil among its ingredients and calls it formaldehyde-free. It is one cream in one bottle, with nothing to mix, and the same cream fills all four sizes from 150 g to 1 kg.
Around that bottle Fashion Gold has built a routine. A pre-shampoo protects the lengths, a sulfate-free shampoo and a 2-in-1 mask look after treated hair, and three Cronograma masks handle repair on the weeks in between.
Named on the bottle
- Hydrolyzed quinoa
- Sacha inchi oil
- Coconut oil
- Lactic, glycolic and malic acids
The ingredients Fashion Gold names for Progressiva. The same cream fills every size.
Three more lines
Not every head of hair wants to be straight. The Fashion Gold range also has a scalp routine, a curl line and mask kits for blonde, curly and children's hair.
05 Grow
100Tímetros, the scalp routine
Shampoo, conditioner and a daily no-rinse tonic for the scalp, sold one by one or as a three-step kit.
100Tímetros 3-Step Kit, 100Tímetros Shampoo, 100Tímetros Conditioner and 100Tímetros Scalp Tonic
from $29.90 4 products
06 Curl
Capulana, for curls and coils
A curl cream, a rinse-out mask, a leave-in, a finishing oil and a next-day spray. None of them straightens.
Capulana Curl Harmonizing Activator, Capulana 2-in-1 Curl Mask, Capulana Curl Defining Leave-In Cream, Capulana African Savannah Oil and Capulana BB Cream Day After Spray
from $37.90 5 products
07 Mask kits
Mask kits by hair type
Three 250 g masks in one box, picked one per wash: for curls, for blonde hair and for children.
Cacho Perfeito Curly Hair Mask Kit, Perfect Blonde Hair Mask Kit, Girls' Hair Mask Kit and Boys' Hair Care Kit
from $67.90 4 products
Cronograma, three masks in rotation
Cronograma capilar is a Brazilian habit: a hair schedule that alternates reconstruction, nutrition and hydration instead of using one mask forever. Fashion Gold packs the idea into three numbered tubes.
Medula is the protein mask, with hydrolyzed keratin and wheat protein. Cortex is the nourishing one, with coconut oil and ceramides. Cuticula hydrates and smooths the surface. Each tube holds 250 g, each works in 3 seconds as a conditioner or in 10 minutes as a mask, and you use one per wash.
You can buy the three together or one at a time, and there is a Cronograma shampoo for the wash before them.
- 01
Medula
Reconstruction. Hydrolyzed keratin and wheat protein for damaged or fragile hair.
$34.99 250 g
- 02
Cortex
Nutrition. Coconut oil and ceramides for dry lengths.
$34.99 250 g
- 03
Cuticula
Hydration. Coconut oil to smooth the surface and cut frizz.
$34.99 250 g
- 2005
The Ybera Paris group dates its first formaldehyde-free straightening treatment to 2005.
Source: Ybera Paris, company timeline, read 10 October 2026 - 2019
The FASHION GOLD mark is first used on January 1.
Source: USPTO, application serial 97468248, read 10 October 2026 - 2022
Fashion Gold reaches U.S. commerce on September 6, after the U.S. filing of June 21.
Source: USPTO, application serial 97468248, read 10 October 2026 - 2023
The U.S. trademark office registers FASHION GOLD on December 12 as Reg. No. 7244426.
Source: USPTO, registration 7244426, read 10 October 2026
Fashion Gold in brief
Fashion Gold is a brand of Brazilian hair care, sold on Amazon, known for its Progressiva Keratin Treatment.
- U.S. trademark
- FASHION GOLD, Reg. No. 7244426, registered December 12, 2023
- The mark
- FASHION GOLD in capital letters on two levelsFASHION on a shaded rectangle, GOLD below it, as on the bottles
- Registered for
- Class 3: hair care preparations, hair creams, hair masks, shampoo and non-medicated hair treatments
- In use since
- January 1, 2019first use of the mark as given in the trademark record
- In U.S. commerce since
- September 6, 2022
- Part of
- The Ybera Paris groupthe group names Fashion Gold as a brand it created
- Where it is sold
- Amazon, through the Fashion Gold brand store
- Lines
- Prepare, Keratin Smoothing, Protect & Control, Cronograma, 100Tímetros, Capulana and Mask Kits
- Best-known product
- Progressiva Keratin Treatment, 150 g · 300 g · 500 g · 1 kg
Fashion Gold Hair Guide is an independent shopping guide to Fashion Gold hair care: the Progressiva keratin treatment, the Cronograma masks and the lines around them, with sizes, directions and current prices.
Hair Notes: treat, repair, choose
The treatment hour by hour, the three-mask schedule and how to pick a size.
All guides
Repair
The Fashion Gold Cronograma schedule, mask by mask
What each of the three masks does, how to read your hair and how to rotate them.
Choose
Fashion Gold Progressiva sizes, and the care that follows
Cost per application for each size, bottle or kit, and the wash routine after.
Fashion Gold up close
Hair, hands and bottles from the brand's own photos. Tap a photo to enlarge it.
Why a guide, and where you buy
We are an independent guide, not the brand. The Fashion Gold collection is easier to buy with the sizes and steps side by side: the same cream fills four bottles, the masks come one by one or in sets, and a larger bottle costs less per application.
The products themselves are sold through the Fashion Gold brand store at our retail partner. The order, the payment, the delivery and any return take place there.
One thing to know before your first bottle: the smoothing treatment needs a flat iron at 356°F to 392°F and about two hours of your time. The shampoos and masks need nothing but a shower.
Fashion Gold 100Tímetros 3-Step Kit
Shampoo, conditioner and tonic · all hair types
$87.80 300 ml + 300 g + 150 ml
Fashion Gold Cacho Perfeito Curly Hair Mask Kit
Three cream masks in tubes · curly hair, types 2a to 4c
$89.90 3 x 250 g
Every Fashion Gold product is sold through the brand store at our retail partner.
Shop Fashion Gold on AmazonOrders are placed with our retail partner.
Quick answers
The questions people ask before a first bottle.
Fashion Gold Cronograma Capilar 3-Mask Set
3 x 250 g · $89.89
Order It on AmazonThe order is placed with our retail partner.
What is Fashion Gold?
Fashion Gold is a Brazilian hair-care brand of the Ybera Paris group with 24 products on sale here. The best known is the Progressiva Keratin Treatment, rated by 898 buyers.
How long does a Fashion Gold keratin treatment take?
Plan about 2 hours. The cream stays on for 60 minutes, and the wash before it, the blow-dry and 15 to 20 flat-iron passes per section take the rest.
Is Fashion Gold Progressiva formaldehyde-free?
The brand lists it as formaldehyde-free and describes the formula as acid-based, with hydrolyzed quinoa, sacha inchi oil and coconut oil. That is the wording on all 4 sizes.
Where can I buy Fashion Gold in the United States?
All 24 products are sold through the Fashion Gold brand store at our retail partner, from $29.89. Each size is ordered on its own.