Brazilian hair products: why are they so famous?

Brazil is a South American country known for its natural diversity. Brazil has large and dense forests, with a rich fauna and flora. In the beauty market, cosmetics enriched with typical Brazilian fruits are getting more popular each time. Passion fruit, açaí and cupuaçu are examples of those ingredients.

But beyond that, authentic Brazilian hair care brands are getting famous all over the world – and selling a bunch of hair products abroad. How can we explain this success? Is Brazil the new Korea or Japan when it comes to hair care? This is what we are going to find out in this article!

Brazilian keratin treatment (also known as Brazilian blowout)

Brazilian keratin treatment, also known as Brazilian blowout, is probably one of the most famous salon hair treatments. It consists of applying a liquid keratin formula and sealing it in the hair cuticles with a heat tool (usually a professional flat iron). 

The keratin bonds to your hair and creates a protective layer around the strands. The result is a straight look, frizz reduction and intense smoothness and shine.

Brazilian hair care

Brazilian blowouts have been popular for many years already. However, they always had a status of a salon treatment (and it must be applied in a salon by a professional). But besides, in the last years Brazilian home care products and treatments also reached a trendy status and became very popular. There are diverse reasons for that and we will show some of them.

Ethnically diverse

Brazilian hair types are extremely diverse, with ethnic hair accounting for a considerable percentage of the population (curls, coils, afro).

Despite the diversity, consumers expect the same things from their hair products: effective care for healthy-looking, attractive hair.

Products for natural hair

According to L’Oréal Paris, 45% of Brazilian women have natural curly hair. By embracing their natural textures, millennials are following the global trend of self-acceptance and love.

Products for curly, ethnic, or transitioning hair are nourishment and contain antioxidants, anti-aging properties, and growth stimulants to help redefine curls and keep them appearing naturally defined for longer.

These products can be used in Low Poo and Co-Wash procedures. Anyone with chemically treated hair can use it as well.

Increasing beauty market

According to Euromonitor, the worldwide hair care category expanded 21.5 percent in value share from 2011 to 2016, while Latin America climbed 42 percent and Brazil 34.8 percent. Brazil ranks fourth in the world, behind the United States, China, and Japan, and is by far the largest market for hair care in Latin America, surpassing Mexico and Argentina.

Rich biodiversity

People are more concerned about looking for natural and sustainable products. Brazil has a super rich biodiversity. Many Brazilian brands take advantage of this by using those natural ingredients in their formulas.

Plus, brands are investing each time more in vegan, paraben-free, petrolatum-free and sulfate-free products. That guarantees milder and delicate compositions for our hair.

Acquiring Brazilian products

Metro Brazil is the biggest Brazilian e-commerce in the Middle East – Nazca, RIOBELO and Ousia are a few examples of authentic Brazilian brands commercialized by us. Visit our website to take a look at some of them!

[1]5 Benefits Of Organic Hair Products | What Chemicals to Avoid. (2019). AMR.

[2]5 Benefits Of Organic Hair Products | What Chemicals to Avoid. (2019). AMR.

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