Where it's at: Noelle Salon-Spa in Malden, Massachusetts

Owner: Noelle Spinosa

Description: The process takes curly, coarse, dry hair and transforms it into silky hair. Noelle uses a CHI ceramic flatiron and their own product. Hair straightening is a gentle process that can last up to six months.

Price: Starts at $200

Length of service: 2-6 hours

Who performs it: Trained stylists

Products/tools needed: Thermal heat flatiron

How it’s marketed: “We market the CHI Hair Straightening System online via our website (noellesalon.com) and we offer free CHI products, and our strand tests are free. Our ethnic clientele love and rave about it, and the best news is their own hair is healthier, shinier and there is no breakage!”

Average sold per month: hundreds