LATAM Beauty Brands Profile: Beleza Natural launches customizable hair care line

Beleza Natural is one of the biggest hair care players in the Brazil market, serving over 100,000 customers every month, something company executives believe has lent itself an expertise in kinky or curly hair and creating a ‘think tank’ focused on curly hair.

The result is the creation of the bn. BIO Collection, a customizable hair care and hair styling line dedicated to caring for naturally curly hair, with a focus on optimizing the hair health.

Five-step customizable process​

What’s different about this line is that it takes a holistic approach to hair care by incorporating a five-step process that also targets hair health from the inside out.

 The comprehensive new hair care line is being launched throughout the Americas, including the US market, and has been designed to also incorporate nutritional expertise to bring consumers stronger and healthier hair that also fits in with the lifestyle.

To that end, the Beleza Natural development team worked with the Think with Google team to narrow down what consumers are looking for in both their hair care and lifestyle needs.

Brazilian women already customize hair care​

What was interesting is that the research found that 44% of Brazilian women are already customizing their hair care products with natural ingredients to make them more effective.

According to the Beleza Natural development team, the research it conducted with Think with Google confirmed that textured hair customers are actively looking for products that include natural element to give their hair regimes greater efficacy, resulting in greater hair control.

The result is the development of a line that gives customers greater freedom of choice to decide what goes into their hair by picking from a range of products incorporating a five-step  process that incorporates high quality natural ingredients.

The range is also cruelty-free, hypoallergenic, dermatologically tested and has a gentle cleansing action that means hair will not dry out.

The Mix It Up product range:​

Step 1: Cleanse​

Beleza Natural bn. BIO Hydro Nourishing Shampoo

A low poo conditioning shampoo formulated without sulfates to gently cleanse the hair of dirt and product buildup

without drying  out  the  strands.  The  active  ingredient,  coconut  milk,  offers  conditioning, protection, and repair to the hair with the boost of vitamins A, B, and C, as well as minerals including Calcium, Potassium, Sodium, and Magnesium.

Step 2: Condition​

Beleza Natural bn. BIO Ultra Emollient Treatment

This  ultra moisturizing conditioner surrounds and penetrates the hair shaft to detangle and soften hair. The consistent, creamy texture stems from the active ingredient, tapioca starch, which helps to feed hair from the inside out, leaving it soft and pliable.

Step 3: Treat​

Beleza Natural bn. Bio Vials (Concentrates)

This step of the Mix It Up collection features four vials of concentrates that may be added directly to the hair or mixed into the bn. BIO Ultra Emollient Treatment for a potent boost of nutrition.

The Proteins Concentrate contains both quinoa and amaranth proteins to work on both the inside and outer layers of hair to promote immediate reconstruction, shine, and curl definition. 

The Minerals Concentrate features  a  blend  of  macadamia  oil  and  pistachio  butter  to restore strength to cuticles and heal dryness with a high dose of hydration.

The Vitamins  Concentrateprovides  antioxidant rich  properties  of  ginger  and  berry extract to penetrate into the hair’s cortex.

The Lipids Concentrate uses a cotton oil base rich in Vitamin F along with coconut and olive oils to increase hair’s softness and manageability.

Beleza Natural bn. Bio Humectant Oils two powerful natural oil-based moisturizers that boost hair’s luster and shine for intense nutrition from roots to ends.

The Nutri Force Humectant Oil formula contains vitamin rich Castor Oil, Sunflower Oil and Olive Oil a powerful source of omegas 3, 6 and 9  to help prevent damage, encourage growth and hair strength.

The Nutri Shine Humectant Oil contains protein-rich Avocado Oil, Coconut Oil and Mango Oil which is rich in minerals great for hydration.

Step 4 Style and Define​

Beleza Natural bn. BIO Curl Enhancing Cream

Curl Enhancing Cream nourishes and detangles strands to activate and shape curls and kinks. This moisturizing cream is said to deliver  83% less frizz and can be used for more volume or high definition. Active ingredient myrica wax forms a protective film that helps to hold definition, while passion flower extract fights dryness and keeps strands soft to the touch.

Beleza Natural bn. BIO Gel Cream Curly Hair Definer designed to bring out definition, softness, and natural shine. This part gel, part cream formula is lighter than traditional gel, so that curls will not be weighed down or greasy. Peach extract is said to nourish the hair cuticle and the high protein content in gelatin shapes curls and reduces water loss.