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As women in Brazil and elsewhere reject externally imposed beauty ideals and rediscover the beauty of curls, our industry is called on to support the emerging Curl Pride movement. DSM is leading the way with new conditioning formulations created specifically to put the pleasure back into curl care.

CONSUMER INSIGHT RESEARCH UNCOVERS BRAZILIAN HAIR REBELLION

DSM consumer insights researchers recently went to Brazil, where they talked to women, in their own homes and at the hair salon, in three culturally diverse regions of the country.

Curl pride

What we found was a growing movement that is empowering women to see past externally imposed beauty ideals. Feminist and Afro movements are shaping an inclusive, cultu ... ...