Thanks to the J. Sisters from Vitoria, Brazil, New Yorkers discovered the Brazilian bikini wax in 1994. Soon, women all over America went wild for the procedure that leaves nothing more than a “landing strip” down there.
Now, another beauty treatment from the birthplace of Gisele is vying to be the next big thing.
Mauricio Ribeiro, who hails from São Paulo, is giving frizz buster John Frieda a run for his money. After jumping ship from B2V Salon to Sunset Strip’s Argyle Salon & Spa last year, Ribeiro is launching the Brazilian Blowout, a single-application treatment that harnesses a patent-pending chemical found in spray tanning to smooth out kinky hair.
To begin the 90-minute process, hair is washed with anti-residue shampoo. Next, it is sectioned into four parts and treated with the chemical. Finally, it is dried with a flat iron to seal in the solution.
Ribeiro tells his customers (professional women ages 20 to 50) that, like a bad boyfriend, the $350 service requires no commitment and only lasts up to eight weeks.
“A lot of people try the Japanese [straightening system]. But after you do it for so many times, it can burn your hair,” he says. “I am not actually altering the hair structure, I am just organizing it on a superficial level. The hair loses all the frizz.”
In Brazil, women rushed to salons for the nonpermanent smoother. At the Argyle, the only U.S. salon currently offering the service, Ribeiro does about seven blowouts per week. But word is spreading. Already, he has gotten calls from salons in Dubai and Australia inquiring about the treatment.
“Brazilian women are into their looks so they try things and discovered this,” he says.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
Stay up to do date with breaking news and trending stories with WWD’s “The Essentialist.” Our newsletter delivers the top news in fashion right to your inbox. Want more info? Link in bio. #wwdfashion (📷: @kukukuba)
"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.