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Edition: Brazil
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Emmanuelle Bassmann

Four key haircare trends from Brazil’s biggest beauty fair

Beauty Fair is the largest professional beauty event in South America. The event held its 12th edition on 10-13 September 2016 in Sao Paulo, Brazil, hosting over 500 exhibitors, primarily from the hair sector, including L’Oreal Paris, TIGI, Olaplex, Schwarzkopf, Joico, Taiff, Embelleze, Salon Line and Haskell, to name just a few, and with a small selection of makeup and skincare companies. In addition, there were hundreds of parallel educational events relevant to the market. More than 160,000 people visited the show.

Leading beauty-forecasting agency In-trend Ltd. had the privilege of attending the fair. We were able to identify the fair’s macro-trends as well as seeing some inspiring key products that were launched at the event:

1. Curls craze

Ethnic curly hair has made a triumphant return to the world of fashion as seen on the latest catwalks after the long reign of sleek, straight styles. 70% of brands at the fair launched hair care styling products as well as entire ranges formulated specifically for curls. Brazil is a multi-cultural nation with 50% of the population being black or of mixed race heritage. With this in mind brands were displaying offerings within this category and had a wide choice of products to cater for the many different textures that we see in ethnic curls.

HASKELL: Cachos Sim! A new range made specifically for tight curls and ringlets curls. The range includes a Shampoo, Conditioner, Deep-conditioning Mask, Curl Activating Leave-in Lotion and a Coconut Oil Infusion to eliminate frizz and nourish the driest of curls.

2. Transitioning from relaxed to natural hair

As the move away from chemically relaxing hair accelerates, brands have made use of social media to support consumers during their transition from relaxed hair to natural textured curls.

Celebrities, high profile hairdressers and beauty bloggers are all tuned into social media with empowering suggestions, tricks and advice about what to avoid during the journey to natural hair.

Leading brand SALON LINE most discussed topics included:

• The Big Chop – is chopping away chemically damaged hair always necessary?
• How to hide straight ends with tool-made curls
• Experiment with new protective hairstyles
• Replace your weekly shampoo routine with co-washing.

3. Straightening shampoo

Brazil is the country who gave us the Brazilian Blow-dry/Keratin Smoothing Treatment so it’s no surprise that innovation in this category comes once again from Brazil, the land that hates frizz. As brands become more conscious of the use of toxic ingredients such as formaldehyde that’s used in conventional keratin smoothing treatments, they’re producing safer alternatives to achieve the frizz free look. Trying to simplify the service by making it quick and less laborious, Straightening Shampoos are the new in-salon only treatments. They align and straighten the hair, reduce frizz and volume whilst promoting an intense restructuring of the hair fibers.

SWEET HAIR: The First. As the name implies, the first straightening shampoo to enter the market. Instead of using formaldehyde it uses hydroxy acids to promote smoothness.

FELITHI PROFESSIONAL: Liso Sublime. They followed suite with a formula that seals the hair cuticle with polymerization. This is a method associated with polymers and nano-spheres of avocado oil and sesame. Hair is straightened through interaction with a heat source (dryer and iron).

Brands are on a quest to eliminate frizz and protect hair from high-humidity experienced because of equatorial temperatures. The innovation here is that brands are looking to the use of styling products rather than chemicals treatments to control humidity. No more damaging downsides of a chemical service.

COSMESI ITALIA: Liquid Umbrella is made with a powerful hydrophobic molecule base and dipropylene glycol silicones, which forms a lightweight and ultrathin film. It shields and protects the hair from moisture, water and pollution, even on rainy days. Liquids literally glide on top of the hair surface without wetting or penetrating the fibers.

4. Hydration

Curls are naturally dry in texture and hydration is a hot topic in Brazil.

EMBELEZZE: Nutrire D-Pantenol is a highly concentrated D-panthenol complex which when added to shampoo gives the ultimate in moisture. The ampoules are a concentrated treatment, ideal for those who want to give deep hydration to the hair.

NEON-HYDRATION: An in-salon treatment that enhances the effect of hair care products with its LED light emission system. The LED light is attached to a spray can, which contains nourishing and hydrating nutrients to care for dry hair cuticles.


© 2016 - Brazil Beauty News -

about Emmanuelle Bassmann

Emmanuelle Bassmann is one of the leading beauty trend experts for Europe, North America and South America. She is based in London. She has devoted her career to interview beauty experts all over the world. She is an expert in digging into new market possibilities for worldwide clients like L’Oréal, Henkel, Chanel, Coty, LVMH, Merck, Bioderma and Unilever.

In-Trend Ltd

In-Trend only specializes in beauty related markets: skincare, makeup, body care, haircare, aesthetic medicine and oral care.
1- In-Trend has been around for more than a decade
2- In-Trend has spotted multitudes of beauty trends with proven commercial value, giving the world’s best companies invaluable power in their trend decision making.

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