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Industry buzz

Embelleze launches Low Poo e No Poo hair care products for curly hair

Brazilian ladies with curly hair can rejoice over two new products launched by Embelleze featuring gentler formulations with less or no foaming agents. The Low Poo shampoo and the No Poo hair treatment, which can be used to wash and condition the hair, are the latest releases of the company’s Meus Cachos (‘My Curls’) range, created in 2014.

Both products claim to nourish the hair, leave it shinier and softer, and stimulate healthy hair growth. They were brought to the market by brands Revitay and Novex following the global trend towards hair care products with more natural ingredients and less chemical compounds that can damage the hair. Fabiana de Luna, manager of the Embelleze Consumer Experience Center, says the Revitay Low Poo shampoo is free of sulfate, parabens and silicone, while the Novex No Poo is a cleansing conditioner that replaces shampoo.

The new products contain natural moisturizers such as Monoi oil, Ojon oil and cranberry extract, which protect the hair from daily stress while nourishing, repairing and loosening tight curls. The shampoo and treatment can be used on alternate days according to each consumer’s needs.

The Meus Cachos range had seven products released since the beginning of the year and the fact that more and more Brazilian women are embracing their curls has made it a strategic focus for Embelleze. The company has been operating for 45 years, with subsidiaries in the U.S. and Portugal, and distribution to over 30 countries, including England, Spain, Holland, Venezuela and Angola.

The Meus Cachos Low Poo shampoo and the Meus Cachos No Poo conditioning treatment are available as a pack for R$ 29.90 (RRP).

© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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