BRAZILIAN RITUAL

Brazilian formulas are built for every condition. Heavy humidity, strong sun, salt water, and a country where nearly every hair texture is common. A product that only works on easy hair doesn't last there.

They also lean on natural ingredients most U.S. brands don't touch. Açaí, buriti, murumuru, cupuaçu. All Amazonian, all oils and butters that feed hair over weeks instead of coating it for a day.

And the routine itself is different. In Brazil, a weekly mask and a daily leave-in aren't a treat. They're just how you take care of your hair.

The Brazilian hair schedule is a weekly rotation where each product does one job instead of asking one product to do everything. It looks like this:

• Shampoo, 2 to 3 times a week. It cleans your hair. That's all it's for.
• Conditioner, every time you shampoo. Goes on the bottom half of your hair for a couple of minutes, then rinses out. It softens and detangles so your hair isn't rough coming out of the shower.
• Mask, once a week. Use it instead of your conditioner that day, and leave it on 10 to 15 minutes. It puts back what the week took out.
• Leave-in, every time you wash. Goes on damp hair and stays in. It protects your hair until the next wash.
• Oil, about twice a week. Just on your ends, when they feel dry.

The order matters as much as the products do. Once it's a habit, your hair stops swinging between good weeks and bad ones.

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Once a week for most hair. Twice a week if your hair is colored, bleached, or you use heat often.

How to use it:

• Wash your hair with shampoo first, then squeeze out the extra water. The mask works better when your hair is damp, not soaking.
• Skip your conditioner on mask day. The mask does that job and more, so using both is a waste.
• Take a scoop about the size of a walnut. Rub it between your hands.
• Put it on the bottom half of your hair, from your ears down to the ends. That's the oldest, most damaged part.
• Stay away from your roots. Your roots get natural oil from your scalp already, and a mask there just makes hair look flat.
• Wait 10 to 15 minutes. Two minutes is not enough time for it to do anything.
• Rinse with cool water and you're done.

Color, heat, sun and washing all pull protein and moisture out of your hair faster than your hair can replace it. Conditioner alone doesn't catch up. If you drop one step from the schedule, don't let it be this one.

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A leave-in stays in your hair after you wash it. It protects against humidity, heat and friction until your next wash. It's the step most people in the U.S. skip, and it's most of why Brazilian hair holds up in humidity.

How to use it:

• Use it right after you shower, on damp hair. Not soaking wet, not fully dry. Towel dried is right.
• Start with a small amount, about the size of a coin. Most people use way too much and their hair ends up greasy. You can always add more.
• Rub it between your palms, then run your hands through the bottom half of your hair first.
• Whatever is left on your hands, smooth over the top. Don't put it directly on your roots.
• Don't rinse it out. It's supposed to stay in.
• Then blow dry or style like normal. The leave-in goes on before everything else.

If your hair looks good when you leave the house and frizzy an hour later, this is the step you're missing.

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Keratin is a protein your hair is already made of. A keratin treatment puts it back where it's been lost, which smooths the cuticle, cuts frizz, and makes hair easier to dry and style.

• Not a permanent straightener
• Not a chemical relaxer
• Results usually last 2 to 3 months, depending on your hair and how you wash it
• Sulfate-free shampoo afterward makes it last longer

Everything we carry is formulated to U.S. standards.

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