GOING STRAIGHT SALON, INC.

Going Straight Salon, Inc. started its journey over thirty (30) years ago as the brainchild of an
entrepreneurial couple that saw the potential of a hair straightening business in the Philippines. Thus,
in the early 90’s, Going Straight Salon emerged and became the pioneer of hair straightening
technology in the Philippines. At that time, the company was still using the old technology of hair
straightening which involved refined acids. Years passed, and innovations with hair services followed. Today, hair straightening, and smoothing is done through advanced chemicals with a wide array of
choices from Rebonding, Relaxing, Brazillan Blowout, Keratin Protein Treatments, and naturally
sourced ingredients.

From hair straightening, the salon expanded its services to haircut and styling, coloring, nail care, and
make-up services. Throughout the years, Going Straight partnered with international brands like
Loreal, Wella, Matrix, Schwarzkopf, Davines and Lakme, where they found opportunities to receive
intensive technical trainings.

Going Straight also established its own line of products called ‘Going Straight Exclusives’. Established
in the 90’s, these products range from shampoo, conditioners, hair treatments and hair oils. To this
day, some product lines are from the original formulation which is being favored by salon clients
nationwide.

In 2019, Going Straight Inc. undertook a companywide rebranding plan that focused on technical
retraining programs, revamping the total brand and finally, renovating the chain of store interiors.
Here, Amavé by Going Straight was born. With this new branding, the company hopes to move
forward building and growing it in the next decades to come.