L'Oreal Professional is coming together with raw materials manufacturer Beraca to produce sustainable hair care products using an innovative natural ingredient.
L'Oreal's new Absolut Control range uses Murumuru butter as an emollient agent to reduce frizz and moisturize the skin and hair.
The butter is being produced sustainably through partnerships with local farmers in the region of Bragança.
Maya Colombani, MD of the professional products division at L'Oreal Brazil, explained: 'We wanted to launch a revolutionary range by merging nature and technology, which would be able to fully meet the needs of Brazilian women, the world's most demanding consumers when it comes to hair.'
'Murumuru butter smoothens and nourishes the hair fiber by reducing volume and frizz, leaving it soft and supple.' Investing in sustainability
Beraca sources its Murumuru butter through partnerships with local communities in the Brazilian region of Bragança.
The production is an important source of income and regional development for the area, with over 100 families involved.
Beraca state that they are committed to 'empowering local communities' by increasing their opportunities in the market.
They have also stated that the project aims to continue to preserve the threatened South American rain forest.
Daniel Sabará, MD at Beraca, said: 'In order to provide sustainable ingredients to the cosmetics industry, Beraca tracks each and every stage of the supply chain, from sourcing to delivering.'
Murumuru Butter
Murumuru butter is derived from the fruits of the astrocaryum murumuru tree. It is commonly used for massage, spa treatments and cosmetics.
Its attraction to L'Oreal, however, is as an emollient- unsurprising when the company's research reveals that 76 percent of Brazillian women would like to reduce hair volume and frizz.
The butter is prized in the beauty world for its beneficial effects on the skin. It is a moisturizer, rich in Vitamin A and contains high levels of essential acids. In its raw state, it is used as a natural hair care treatment.
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