THE KERATIN TREATMENT REBORN sleek CERTIFIED 100% FREE OF FORMALDEHYDE IN COMPLIANCE WITH THE EUROPEAN COMMISSION DIRECTIVE 76/768/C.E.E. 100% FREE OF FORMALDEHYDE AND METHYLEN GLYCOL 100% FREE OF THIO, CYSTINE AND SODIUM HYDROXIDE 100% DAMAGE FREE STRAIGHTENER EXTREME ANTI FRIZZ EXTREME SHINE LASTS BETWEEN 3 TO 4 MONTHS SAFE ON ANY TYPE OF HAIR EVEN THE MOST DAMAGED MORE THEN A KERATIN TREATMENT, ALSO AN AMAZING RECONSTRUCTOR AND RECONDITION EASIER AND FASTER TO APPLY (Time may vary between 40 min. for short hair to 2 hours for long thick hair) www.researchinbeauty.com The Beauty Industry Report Visit www.bironline.com Research in Beauty offers a safe keratin treatment R esearch in Beauty owners and partners, Massimo Quartararo (MQ): Our company Eyal Uzana and Massimo Quartararo, are is committed to making safe and non-toxic living the American Dream. Both started as keratin treatments that improve the quality and hairdressers after immigrating to the United texture of the hair. We want professionals to States 13 years ago—Massimo comes from Italy recognize our brand as “the truly safe keratin” and Eyal from Israel. They met working as without wondering if we are telling the truth. hairdressers in David BIR: Controversy Cohen’s David’s surrounding the Beautiful People Salon keratin straightening in Rockville, MD. After and smoothing paying their dues, product category together they opened a has made news all salon (EYMA) in year. Please share Bethesda, MD, in 2004. In your ingredient four years, it was voted story and how your one of the Washington formula provides DC area’s top salons. In desirable results 2007, while continuing to without producing operate their salon and formaldehyde. work behind the chair, MQ: It is very they started Research in simple: We do not Beauty, a product use formaldehyde or marketing company, and any toxic aldehydes have developed a or preservatives that formaldehyde-free hair release straightening/smoothing formaldehyde, so brand (Nano-Complex when heated, there is Keratin Gold nothing toxic or Retexurizing dangerous for stylists Treatment), which they and clients. What we The Nano-Complex Keratin Gold Retexturizing use is a cross linker are selling in the United Treatment features 24K gold molecules. States and in combined with 24K international markets after testing it for many gold molecules. It took many years to perfect months on clients in their own salon. Beauty the formulas. We constantly test and improve Industry Report (BIR) had a delightful time the products in our R&D department. interviewing these two entrepreneurs and is BIR: How do you incorporate nano pleased to share their story with our readers. technology into your product line? BIR: Give me a brief history of Research in MQ: Nano-technology is becoming more Beauty and how the company has grown to present in our everyday lives. I was intrigued where it is today. reading an article from the University of Eyal Uzana (EU): As business partners, salon Toronto about the nano 24K gold. The story owners and hairdressers, our goal was to create was about treating cancer cells using those products that produce the straightening/ nano molecules, because they can reach the smoothing results that clients love from keratin cancer cells inside the organs and kill them treatments without endangering our colleagues without using the harsher and more toxic or our clients. Currently, we are servicing nine chemotherapy. I also read about applications countries, several chains and hundreds of of this technology in cosmetics, especially in independent salons. To help us meet the skin care. For us, it made perfect sense, demand for our products, we are seeking U.S. because with the nano technology, our distribution partners. ingredients can penetrate deeper into the 12 DECEMBER 2011 cortex of the hair to repair it from the inside out. BIR: Tell me about your Nano Complex. MQ: This blend, which is featured in all of our products, combines amino acids, a patented keratin protein and 24k gold nano molecules. BIR: Tell me about your Keratin Gold Retexurizing Treatment. EU: It is a retexurizing product that works based on the cocktailing of ingredients, i.e. amino acids, smaller keratin proteins and 24k gold nano molecules. It can be used on any hair type, including any type of chemically altered hair. We believe our product’s performance measures up to any keratin treatment on the market. BIR: Recently, both the Occupational Safety and Health Adminstration and the Food and Drug Administration (FDA) have become more aggressive in enforcing regulations regarding the production of formaldehyde by beauty treatments. What do you see as the end result of their increased scrutiny? MO: We predicted two years ago that formaldehyde-producing keratin-based treatments will not have long life here in the United States. Europe, Canada, Australia and many countries in South America have already banned those products—some did it two years ago. The reason is very simple: Formaldehyde is a known carcinogen. Companies that claim that methylene glycol does not produce formaldehyde are simply lying. Recently, the FDA responded to a U.S. company about this issue, saying that methylene glycol is liquid formaldehyde. My chemist shared the story about ammonia in permanent hair color. Ammonia is also a gaseous solution. A company that sells ammonia to a hair color manufacturer sells it in an aqueous solution (water is being added). However, it is still ammonia in the same way methylene glycol is still formaldehyde. BIR: Why did you join forces? MO: We live in America, the land of opportunities. We love this country, and we love what we do. I have a lot of respect for my business and my colleagues. So we said, “Why not open our own company and do what we “As business partners, salon owners and hairdressers, our goal was to create products that produce results without endangering our colleagues or our clients.” like the most?” After all, that is how many of the leading salon companies were originally founded—it’s what the Mascolo family did in creating TIGI and how John Paul DeJoria and Paul Mitchell created John Paul Mitchell Systems, as just two examples. BIR: Does Research in Beauty do business internationally? MO: We sell to Italy, Switzerland, Germany, Australia, New Zealand, Turkey, Dubai, Egypt and the Emirates. We took advantage of having a formaldehyde-free product line. Unlike many companies’ products, our formulas were not banned from countries that have antiformaldehyde laws. Our products passed all country testing with flying colors. BIR: Tell me about your management team. EU: We employ approximately 20 team members. I am president; Massimo is vice president; Brenda Caraveo handles operations; Jessica Ayala manages customer relations, and Olivia Lanzoni and Mor Saphir oversee international customer relations. BIR: What is your operating philosophy and how do you approach each day? EU: We want to educate hairdressers about how to avoid dangerous and toxic ingredients. It is the reason why we have worked very hard to create a non-toxic straightener that delivers great results, without putting the stylist or client in any danger. The overall goal for our company is to provide safe products that will improve the quality of the hair. MO: I want our brand to be recognized as “The truly safe hair fixer and reconstructor.” When people read or hear about Research in Beauty, I want them to be confident that our products are truly healthy for their hair. BIR: In a crowded marketplace, what is your brand’s point of difference? MO: The main point of difference is that we use pure 24K gold nano molecules. So far, no other hair care company has used that ingredient in its products. EU: We can deliver products that perform without toxic effects to stylists and consumers. Rejuvenating Hair Treatment BIR: What is your flagship features a syringe delivery product? system. MO: It’s the Rejuvenating Hair Treatment, our first product. It features a reinstructor in a syringe delivery system. It repairs the hair by penetrating each hair shaft individually to heal it from the inside out. It provides instant gratification for clients and hairdressers alike. We’ve discovered that 99% of the time when a client tries it, she will ask for more. Five syringes are packed in a metal tin that gives the stylists up to 10 treatments for their clients (list $45.00). BIR: What is your target market? MQ: We sell direct to legitimate salons. To give more salons the opportunity to learn about and experience our products, we are seeking distributors that will express genuine enthusiasm for our philosophy of providing safe straightening and smoothing services to give salons an option to toxic treatments. BIR: Tell me about some of your marketing initiatives. MQ: We are using social media to share new products and techniques with salons. In addition, we are distributing much of our education via Skype. BIR: How is your sales organization structured? MQ: Eyal is in charge of the sales. I lead our education initiatives. We have several sales representatives, mostly located in the MidAtlantic region and one in the Houston area. They are all independent reps. BIR: Do you have any new products in the pipeline? MQ: We are introducing a new keratin retexturizer for excessively curly or virgin hair in January. It produces results comparable to those produced by the most popular keratin straightening and smoothing products. BIR: Where can distributors and stylists see you in 2012? EU: We are planning to exhibit at Cosmoprof Bologna, Premiere Orlando and Cosmoprof North America. BIR: Tell me about your education program. EU: Massimo is in charge of the training. We provide both in-salon education for our salon customers, as well as education at our salon, which also serves as our training facility. We offer a train-the-trainer program for chain salons. We are in the process of creating an online education system. BIR: What would BIR's readers be surprised to learn about your company? MQ: To bring our company to market, we have invested more than $2 million to date. BIR: Anything you would like to add? EU: We invite all distributors who are entrepreneurial spirits to schedule a presentation to learn more about joining our Research In Beauty family. Reach Massimo Quartararo at 301-455-6622 or info@researchinbeauty.com. Visit www.researchinbeauty.com. DECEMBER 2011 13 NANO-COMPLEX® SLEEK Revolutionizes Hair Straightening Without Harmful Chemical Formaldehyde using a Natural food grade Antioxidant PRLog (Press Release) - MARCH 27, 2012 - Bethesda, Maryland – Research in Beauty® introduces “Nano-Complex® sleek,” a hair Treatment that smoothes, straightens and defrizzes the hair, totally formaldehyde and aldehyde free. The system can be used on any type of hair, even the most damaged, which is why it is so popular and truly loved by both stylists and women all around the world. sleek retexturizes the hair easily and beautifully and conditions the hair for maximum shine, manageability and health. And the best part is that the lustrous effect is not dependent on harsh chemicals like formaldehyde. Until now, most straightening and taming solutions have contained at least 10 times the amount of formaldehyde than the FDA deems safe. Nano Complex® sleek is the only keratin treatment certified 100% Free of Formaldehyde in compliance with the European Commission Directive 76/768/ C.E.E. sleek is gentle enough to be used on the scalp with no effect on the client’s eyes or stylist’s hands. The solution can be applied without masks and gloves and does not release any toxic fumes. sleek is revolutionary treatment for hair. It can safely be used on colored, bleached, highlighted, relaxed, and even damaged hair. No breakage can result from NanoComplex® sleek and hair actually becomes healthier with the treatment. The result is more manageable, stylable hair that is not affected by humidity. What is Nano-Complex® sleek ? The natural keratin protein-based formula contains a blend of various amino acids, natural polymers and an Antioxidant called Gluthiatone (GSH) which work together to release curls while simultaneously reconstructing and retexturing the hair. sleek does not contain any formaldehyde or other aldehydes, nor does it contain sodium hydroxide, lye, thio or other harmful chemicals. About Research in Beauty® Research in Beauty is a Bethesda, Maryland Company born in 2008 to introduce new products to the hair industry to replace harmful formaldehyde based products. The objective is to create a products safe both to stylist and client. Nano-Complex® sleek is more than a Keratin Treatment that smoothes, releases curls and defrizzes the hair, It also reconstruct and recondition the hair fibers. The whole range of products includes: NANO COMPLEX® sleek RETEXTURIZING TREATMENT (the curl releaser, don`t call it relaxer), PRE-NANO SHAMPOO (to be done prior the treatment in the salon), KERATIN GOLD SHAMPOO (maintenance shampoo to sell to the client), KERATIN GOLD MASQUE (maintenance conditioner te sell to client), REJUVENATING HAIR TREATMENT (deep conditioning treatment cames in syringes), sleek POWER PROTEIN (leave in conditioner spray). sleek YOUR BEST ANSWER TO TOXIC KERATIN TREATMENTS THIS SALON IS CERTIFIED FORMALDEHYDE FREE BY RESEARCH IN BEAUTY®