The Edmonton Journal has just published an interesting beauty article on a new hair trend called the “Brazilian Blowout” (read the Edmonton Journal article here)

The blowout is a temporary, keratin based, hair straightening technique that gives you a sleek, frizz-free look without harsh chemicals.

Celebrities like Jennifer Aniston and Nicole Richie have been seen sporting Brazilian Blowouts and recently, Richie blogged about its amazing results: “You HAVE to get a Brazilian blow dry!”. Salons across North America are quickly embracing this treatment as its success in Hollywood is inspiring many women (and men) to ask their hairdressers about it.

The Brazilian Blowout was developed by Mauricio Ribeiro, a stylist from Sao Paulo, who now works and teaches in West Hollywood. This professional keratin-based treatment relaxes curls and leaves hair smooth, shiny, and frizz-free for up to 12 weeks. The Brazilian Blowout starts with a clarifying shampoo and as the hair is still wet, a protein based formula (comprising of amino acids, camu camu, and annatto seed) is applied to each lock of hair. The hair is then blow-dried and flat ironed at 450 °F (232 °C) to seal in the product. To complete the treatment, the hair is rinsed and conditioned with a specially formulated Brazilian Blowout masque.

The process takes about 90 minutes, and currently costs anywhere from $300 to $450…

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