The “Curl Masters” are at work at Beleza Natural Institute, where a sanctuary for kinky-curl hair has been created.

Brazilian natural hair institute and curl loving product line, Beleza Natural celebrated two major accomplishments this past year, including its 25th anniversary and the opening of its first US salon in New York City. Way before the rise of this generation’s natural hair movement, Beleza Natural curl expert and founder, Heloisa “Zica” Assis, found herself in 1993 Brazil – where more than half of the population defines themselves as black or as a person of color and over 70% have curly hair – lacking the support and products for her natural, kinky hair texture. She teamed up with her friend Leila Veleza to develop their own hair products specifically designed for kinky, curly, and wavy textures to empower women to look and feel their best.


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