SPONSORED
Approaching 15 years in the professional beauty industry, Pure Brazilian is finally getting their time to shine. Knocked as a “silent giant,” in one of the toughest hair categories, keratin, their blue bottles are redefining what retail success looks like by prioritizing beauty pros and consumers.
Led by Andrew Caruso, EVP of Sales, Pure Brazilian has undergone an impressive transformation in just one and a half years. For starters, they pride themselves on quality products and great packaging. Caruso shares that your products need to “jump off the shelves” in order to get people interested in your brand. From there, you need to figure out what makes you stand out from competitors and hone in on that.
And for them, it’s their keratin treatments. What makes this product special is that it’s incredibly consumer friendly. These products meet the highest professional standards, but with guidance from trusted pros, they help consumers achieve the results they love from the comfort of their homes.
The energy around Pure Brazilian hit new heights this year at Premiere Orlando, where the brand had an impressive, centrally located, booth and sold out of their inventory. The demand from pros was fierce and so was the curiosity. Having many wondering: “what makes you guys different?”
“It all comes down to formula,” says Caruso. While other brands may use similar ingredients, Pure Brazilian’s secret lies in how those ingredients are used. The brand’s “safe alternative” mindset has helped them stay ahead of bans, like the formaldehyde ban, as well as stand-out to the beauty industry’s largest clientele, women. Offering clean, plant-based formulas without fumes or long lists of post-treatment restrictions allows all consumers to use these products without putting their lives on hold.
Inside salons, the impact is undeniable, with 60% of sales now coming from retail and the other 40% from treatments. As stylists saw results, they started stocking their shelves, and it’s paying off. And because Pure Brazilian is committed to keeping those sales in the salon, clients can afford to take the products home, helping to support both stylists and customers.
As Andrew Caruso puts it, “if the pros support us, we’ll always support them.” And that commitment shows up at every level. Pure Brazilian is proud to be the only keratin brand putting significant money back into the stylist community through its partnership with the Professional Beauty Association (PBA) partnership. After all, beauty professionals are the foundation of this industry and that’s why Pure Brazilian is building with them in mind.
