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Industry buzz

Embelleze expands portfolio with new hair care products

Embelleze has been in the market for 46 years and is one of the key players in the Brazilian hair care scene. The company currently exports to 30 countries worldwide and has over 500 products (and counting) in its portfolio, including hair color, shampoo, conditioner and chemical hair treatments.

Novex Pra Bombar shampoo and conditioner

Novex Pra Bombar shampoo and conditioner

One of Embelleze’s flagships, the Novex range has been in the market since 1990 and is a leader in the hair care category, with an 8.6% market share as per Nielsen data. Embelleze has recently launched to new additions to the Novex line – the shampoo and conditioner Pra Bombar (’To Boost’). They were designed to help grow and strengthen hair with a sulfate-free formula that contains vitamin A, whey protein and D-panthenol for nourished and shiny strands.

Novex has also introduced three revamped Meus Cachos (‘My Curls’) detanglers. Made from a blend of seven multi-functional oils – olive, argan, ojon, monoï, coconut, shea and moringa –, they have an anti-frizz effect and help maintain curls throughout the day. Meus Cachos Vibrantes (‘My Vibrant Curls’) is recommended for thick hair with fine ends; Meus Cachos Intensos (‘My Intense Curls’) suits dull and brittle hair; and Meus Cachos Suaves (‘My Soft Curls’) caters for dry hair that forms big curls.

Embelleze’s latest launch is the straightening range Magic Liss, which controls and smoothens the hair, leaving it soft, moisturized and manageable. Its main active ingredient – carbosericine – promotes a gradual de-frizzing effect and can be used on chemically treated hair.

New Magic Liss range

New Magic Liss range

Magic Liss is available in two versions: Defrisagem Rejuvenescedora (‘Rejuvenating De-Frizz’), formulated with a blend of silicones, and vitamin-E enriched Defrisagem Matizadora (‘Anti-Brassiness De-Frizz’), which tones down brassiness on blonde hair. Both products come with a detox shampoo made of white clay, a mineral ingredient with soothing and purifying properties.

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