Novex Celebrates Their Official Launch x Ulta Beauty


Novex Hair Care shared the success of their first Cocktail Event last Thursday, July 28th in downtown Los Angeles, California. The private event took place at the trendy rooftop, Hilton Checkers Downtown located on 535 South Grand Ave.

Photo Credit: Robert Xavier

Novex gathered beauty enthusiasts together to celebrate the exciting news of their official launch in one of the largest beauty retail stores in the United States, Ulta Beauty.

The growth is continuous and will now be easily obtainable for customers around America still at an affordable price. The first Event Launch Party was celebrated with the Novex USA team including their brand ambassadors Lauren Wood (Model/Actress), models Cole Woods, Brittney Elena, Kathryn Drayton and plenty of more guests in honor of the Brazilian hair care company’s expansion.

Photo Credit: Robert Xavier

Embelleze is a 100% Brazilian Hair Care Company that understands women and creates the best beauty solutions for women from all ethnicities with different life styles and different beauty needs. Their headquarters is located in Rio de Janeiro, Brazil and has a very important role in the Brazilian Market as the leader in the following segments:

  • Hair Color with the brand Maxton
  • Hair Straightening/Transformation with Hairlife
  • Hair Treatment with Novex

Their manufacturing Plant is also located in Rio de Janeiro and has a capacity of producing over 100 million units/monthly, generating about ten thousand direct and indirect jobs.

Novex is the most known Brazilian hair care brand worldwide.

Photo Credit: Robert Xavier

The LA Fashion Magazine also attended the event and managed to do few Q & A with RoseMarie Reyes, Director of Handz Dirty Public Relations.

What qualities make your product line different compared to others?

“Novex is currently the most trendy and popular Brazilian haircare line in the United States. Novex products are compatible with all hair types. Our haircare line combats dry curly hair, chemically damaged hair, to weak and/or color damaged hair. Novex is full of vitamin and nutrients that will rapidly recover the hair from roots to tips; just with several times of use. We are sold in over 40 countries worldwide.”

Most influential people who use your products?

“We recently established a team called “The Novex Squad” which is made up of models, beauty bloggers, dancers, and beauty enthusiasts. The Novex Squad includes our brand ambassador Lauren Wood of MTVs Wild n’ Out, TV host Marisa Hunter, model Shannon Thornton, blogger Janine Amado, beauty blogger Curly Edgy and dancer Adriana Recchia. Overall, we are on focusing on the everyday working women who are busy on a daily basis and perhaps might not have the time to care of their hair.”

What would you recommend for people who color their hair?

“We recommend the Novex Argan Oil line, which is composed of a shampoo, conditioner, leave-in conditioner and hair mask. This line possesses a powerful source of hydration and anti-oxidants that increases the strength of the capillary fiber.”

What would you recommend for curly hair?

“The line most suitable for curly hair is the Novex My Curls line. Novex My Curls contains a special mix of oils such as: Olive, Argan, Ojon, Monoi, Coconut, Shea Butter and Moringa) and Cranberry which hydrates the curls. Additionally, it produces a natural spectacular shine to the curls.”

Your most successful product and why?

“To date the most successful line, is the Novex Brazilian Keratin. There is a misconception on what Brazilian Keratin does to ones hair. Here in the U.S., Brazilian Keratin has been advertised as a progressive hair straightener. The true meaning of Keratin is that of a protein extracted from the most natural soils of Brazil, which helps to reconstruct the hair, building the strength to the hair structure, reestablishing it’s natural movement and making the hair shinier and softer.”

Photo Credit: Robert Xavier

Find more information on their WEBSITE 

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