Kay Vel was established in the 1950&＃039;s by Spaulding B Settle Sr. After Mr. Settle&＃039;s Passing the product was ***** is now a new factory up and running dedicated to solely blending the Kay Vel Products once again. There has never been any advertising for this product yet it is still in high demand. Beauticians have called this product Gold and have said that nothing else will straighten their hair like the Kay Vel Creme Press. Used with a Flat Iron, a Blow Dryer or a Straightening comb.