Keratin in hair shampoos & condition doesn’t change the texture of your hair, but it fills in the cracks and ruptured areas in the hair shaft and helps inflate outer hair layer, keeping the strands looking, fuller, smooth, and polished. It doesn’t straighten hair but it helps to soften your coarse, curly, and frizzy locks. 
ingredients
Aside from the Keratix, jojoba and argan oils are also key ingredients in the CHI Keratin Shampoo and Conditioner formulas. Jojoba’s benefits include moisturizing strands from the inside out, maintaining a healthy scalp, encouraging hair growth, controlling dandruff, and repairing damage.