Smooth Miracle - A new Brazilian keratin treatment from Ybera Paris

A new Brazilian keratin treatment from Ybera Paris has arrived in the UAE, EMMA BARON speaks to local distributor ANISSA ZAKI about her plans for the brand

Tell us more about how the company began

It all started in the owner’s kitchen in Brazil in 2005. Sauana, who is a hairdresser, has a real talent for creating and inventing new cosmetic products, and this is where Ybera Paris began, in a Brazilian kitchen, with homemade ingredients, and small resources. After hearing the story, Djillalj (the CEO) and myself flew to Brazil to see the products for ourselves. We loved that Sauana and her co-partner Jonathan use the latest natural smoothing products, which are the best in the market – and we saw for ourselves the amazing results that this product gave. At this point, exclusivity was agreed, and within a few years Ybera Paris became a leader in all the well-known French beauty salons. Ybera Paris is not only recognised as the number one Brazilian keratin treatment in France, but also in over 45 countries globally.

What makes up your product line?

We have four Brazilian Keratin treatment ranges:

1. Fashion Stylist: This contains Kerafive 22, a unique formula developed by Ybera, which straightens the hair strands and helps preserve 22 amino acids. It also promotes intense hydration to the threads through Inca oil, coconut oil and quinoa protein.

2. Capillary Botulinic: Ybera Paris was the first company to bring the concept of hair filling (the “botox” effect). Aged hair exposed to constant aggression requires efficient technology, with this in mind a powerful formula was created which included Vegetable Botulinum Toxin and Lunamatrix ™ system, which stimulates the keratin production by injecting protein mass into the cortex hair wire. This range also eliminates volume and rough tips, slows ageing and lightens the beauty and youth of the hair.\

3. Genoma: Through lots of research, a new concept treatment was created, the Genoma line providing a transfusion of assets into the capillary cortex. Pro-Geno complex (spirulina, pro-protein used by NASA as food for astronuats), Vecorexim (liposome rich in vitamins and liquids) and Alfaqueratina.

4. Discovery: This formula has been developed based on the stem cell of the apple - Uttwiler spätlauber, a rare specie of Swiss origin, known for its high regenerative power which, even after being harvested, remains fresh for months. The Ybera research centre is harnessing this technology to achieve perfect hair straightening. The hair cell structure is regenerated and the lipid barrier is also protected.

Do you use chemicals in your products?
All the ingredients are natural with no chemicals, only amino acids. We use coco jojoba, olive oil, argan oil and an especially exclusive Ybera Paris innovation kerafive22 (the combination of five amino acids and keratin).

What makes your products stand out from competitors?
Not all hair-straightening products match all hair types, so it’s important to offer a treatment to accommodate all – and Ybera offers four ranges (as above) that you can tailor to each client. Our products last three to six months (depending on hair type) and are also suitable for children and pregnant women because of its natural ingredients.

Why the Middle East?
I have over 17 years experience in the French beauty industry, and upon visiting the Middle East last year I saw that many beauty salons were using products which included Formaldehyde. In France, this ingredient is completely prohibited. For this reason, I saw a need in the market for Ybera Paris as it’s non-invasive and without a single chemical. Ybera Paris is the first brand in the world to create smoothing without Formaldehyde.

For more information contact Anissa at Ybera Paris Tel: +971 (0) 50 538 9320 [email protected]

A new Brazilian keratin treatment from Ybera Paris has arrived in the UAE, EMMA BARON speaks to local distributor ANISSA ZAKI about her plans for the brand

Tell us more about how the company began

It all started in the owner’s kitchen in Brazil in 2005. Sauana, who is a hairdresser, has a real talent for creating and inventing new cosmetic products, and this is where Ybera Paris began, in a Brazilian kitchen, with homemade ingredients, and small resources. After hearing the story, Djillalj (the CEO) and myself flew to Brazil to see the products for ourselves. We loved that Sauana and her co-partner Jonathan use the latest natural smoothing products, which are the best in the market – and we saw for ourselves the amazing results that this product gave. At this point, exclusivity was agreed, and within a few years Ybera Paris became a leader in all the well-known French beauty salons. Ybera Paris is not only recognised as the number one Brazilian keratin treatment in France, but also in over 45 countries globally.

What makes up your product line?

We have four Brazilian Keratin treatment ranges:

1. Fashion Stylist: This contains Kerafive 22, a unique formula developed by Ybera, which straightens the hair strands and helps preserve 22 amino acids. It also promotes intense hydration to the threads through Inca oil, coconut oil and quinoa protein.

2. Capillary Botulinic: Ybera Paris was the first company to bring the concept of hair filling (the “botox” effect). Aged hair exposed to constant aggression requires efficient technology, with this in mind a powerful formula was created which included Vegetable Botulinum Toxin and Lunamatrix ™ system, which stimulates the keratin production by injecting protein mass into the cortex hair wire. This range also eliminates volume and rough tips, slows ageing and lightens the beauty and youth of the hair.\

3. Genoma: Through lots of research, a new concept treatment was created, the Genoma line providing a transfusion of assets into the capillary cortex. Pro-Geno complex (spirulina, pro-protein used by NASA as food for astronuats), Vecorexim (liposome rich in vitamins and liquids) and Alfaqueratina.

4. Discovery: This formula has been developed based on the stem cell of the apple - Uttwiler spätlauber, a rare specie of Swiss origin, known for its high regenerative power which, even after being harvested, remains fresh for months. The Ybera research centre is harnessing this technology to achieve perfect hair straightening. The hair cell structure is regenerated and the lipid barrier is also protected.

Do you use chemicals in your products?
All the ingredients are natural with no chemicals, only amino acids. We use coco jojoba, olive oil, argan oil and an especially exclusive Ybera Paris innovation kerafive22 (the combination of five amino acids and keratin).

What makes your products stand out from competitors?
Not all hair-straightening products match all hair types, so it’s important to offer a treatment to accommodate all – and Ybera offers four ranges (as above) that you can tailor to each client. Our products last three to six months (depending on hair type) and are also suitable for children and pregnant women because of its natural ingredients.

Why the Middle East?
I have over 17 years experience in the French beauty industry, and upon visiting the Middle East last year I saw that many beauty salons were using products which included Formaldehyde. In France, this ingredient is completely prohibited. For this reason, I saw a need in the market for Ybera Paris as it’s non-invasive and without a single chemical. Ybera Paris is the first brand in the world to create smoothing without Formaldehyde.

For more information contact Anissa at Ybera Paris Tel: +971 (0) 50 538 9320 [email protected]