A process for straightening or relaxing hair involving the steps of: (a) providing a hair straightening/relaxing composition containing: (i) from about 0.1 to about 50% by weight of at least one non-hydroxide base (ii) from about greater than 0% to about 50% of at least one protein denaturant and (iii) remainder, to 100%, a cosmetically acceptable medium, all weights based on the weight of the hair straightening/relaxing composition (b) contacting the hair with the hair straightening/relaxing composition to form treated hair (c) optionally, rinsing the hair straightening/relaxing composition from the treated hair (d) optionally, contacting the treated hair with a non-volatile oil and(e) smoothing the treated hair using a combination of heat and means for physically smoothing hair.
