Peter Coppola, hair stylist, salon owner and co-founder of Keratin Complex, which he sold more than two years ago, has founded a new keratin-focused company, one he said delivers new technology to the category.

Launched in June at the Premiere Orlando salon professional trade show, Peter Coppola Keratin Concept is comprised of salon and at-home formaldehyde-free products aimed to do much more than smooth locks: they also target aging, over-processed hair.

Peter, who resides in Boca Raton, Fla. where his salon also operates, wasn’t able to play in the retail salon world as part of a non-compete agreement when he sold his Keratin Complex shares to its CEO and co-founder, Melvyn Howard. But, the respite allowed him time to develop his new effort, which he likens to “a hair anti-aging revolution” as both the salon and at-home products are formulated with a combination of keratin protein, ceramides and other actives to reverse signs of damage.

The salon line, Legacy, uses age-defying formulas designed to fortify the hair shaft by filling in the patches of damage found on the cuticle layer of hair for stronger, smoother, more youthful results, and also target hair that’s been over-processed from coloring or chemical services, heat styling, UV exposure and daily styling damage.

“This is something amazing, a whole new frontier in hair care, that targets anti-aging and the 68 million baby boomers who want to look beautiful,” Peter said.

An in-salon Legacy treatment will retail for between $350 and $400, depending on the salon.

For home use, Legacy consists of: Total Repair Sulfate-Free Smoothing Shampoo, Total Repair Smoothing Conditioner, Total Repair Hair Mask, Color Control Sulfate-Free Shampoo, Color Control Conditioner and several innovative stylers, including Full Volume Styling Cream, Mud Texturizing Cream, Steel Hairsprayand Argan Polish, an ultra-luxurious fast-absorbing, highly moisturizing, non-greasy, healing oil, which is meant to be warmed in the palms of hands before applying to ends. There’s also Just Blow Blow Out Spray, a heat-activated formula designed to provide frizz-fighting properties and the finish of a keratin treatment with just a few sprays. Prices range from $20 for the shampoo and conditioners to $40 for the hair mask.

There’s also a Blondest Collection for at-home use, which aims to brighten blonde locks with azulene, the essential oil in blue chamomile flower, to fight brassiness and fading. Items in the Blondest Collection include Blondest Color Command Sulfate-Free Shampoo with Azulene, Blondest Color Command Conditioner with Azulene, Blondest Color Command Hair Mask with Azulene and Blondest Color Command High-Definition Gloss with Azulene. Blondest items retail for $22 for the shampoo and conditioner to $40 for the hair mask.

“One of our goals was to make something more versatile than just getting hair smooth. I didn’t want to do that again. So now, if you want volume you can get that, or if you want to lock in curl and lock out frizz, you can do that, too,” Peter said.

Peter aims for his new line to be sold in as many as 20,000 to 30,000 salons by the end of 2014.

Next up, Peter said, is to build a training academy in the coming year. Speaking at seminars for beauty students propelled this latest endeavor.