For Brazilians, the look of your hair is more important than the look of your skin. This makes Brazil one of the largest hair products market, influencing trends globally and leading the sector in Latin America, where it represents 57% of shares.

In Brazil, a “bad hair day” is taken very seriously. Consumers increasingly seek transformation procedures; thousands of straightening, coloring and bleaching processes are performed daily at hair salons, and these procedures are also performed at home.

However, having beautiful, shiny, hydrated hair takes its toll, since hair strands are damaged by the simple act of combing them. Similar to natural fibers, they have two of the most important protection elements: keratin and lipids. The latter acts as a grease, lubricating the hair and making combing easier.

These natural components may be removed by washing or when the hair goes through a chemical transformation procedure; this leaves them dry, dull, brittle and weak. Since lipids do not regenerate, the only way to restore them is adding greasing ingredients to the formulations of shampoos, conditioners, combing creams etc.


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