Brazilian hair care innovation since 1969
Embelleze is a global hair care powerhouse built on decades of professional-grade formulas for every hair type and texture. Its portfolio spans deep-conditioning treatments, vibrant permanent color, ammonia-free vegan color, and specialized relaxing creams. The brand also runs the world's largest beauty professional training center, pairing technical expertise with advanced cosmetic technology.
Founded in Rio de Janeiro, Brazil, in 1969, Embelleze has established itself as a global powerhouse in the hair care industry, dedicated to transforming lives through the power of beauty. With a profound belief that hair is a central part of a woman's identity, history, and self-expression, the brand has spent decades developing professional-grade solutions that celebrate diversity and cater to all hair types and ethnicities.
Among its most iconic creations is Novex, a world-renowned deep-conditioning treatment line designed to hydrate, nourish, and reconstruct hair fibers, offering salon-quality results at home. For vibrant, long-lasting color, Maxton provides an easy-to-apply cream formula with intense color payoff and complete gray coverage. Natucor is a gentle, vegan hair color line formulated without ammonia and infused with natural extracts, compatible with other chemical treatments and suited to sensitive scalps. The HairLife range offers specialized relaxing and aligning creams that reduce volume while preserving the hair's natural shine and softness.
What sets Embelleze apart is its commitment to innovation and education. As the force behind the world's largest beauty professional training center, the brand combines deep technical expertise with advanced cosmetic technology, from nourishing natural oils to advanced protein complexes, to restore hair health from the inside out.
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Novex Recharge Mass Replacement Hydration Mask Bring salon-scale performance into your weekly routine with the Novex Recharge Mass Replacement H...
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Embelleze Henê Rená Natural Black unveils a timeless, high-performance beauty ritual designed to deliver impeccable, uniform alignment alongsid...
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Novex Salon Blindagem 12-in-1 is a highly sophisticated, multi-benefit finishing cream designed to shield, reconstruct, and elevate all hair ty...
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Embelleze Henê Rená Bluish Black is a specialized, traditional Brazilian hair transformation treatment designed for those who desire gradual, l...
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Revitalize and rejuvenate your hair with the Novex Hyaluronic PowerMax Repair & Harmonization Hair Mask. This innovative and highly effecti...
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Unveil the secret to revitalized hair with the Novex Recharge Mass Replacement Hydration Mask This innovative and highly effective mask is met...
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Novex Salon Blindagem Waterproofing Leave-In is a professional-grade, rinse-free sealing treatment engineered to insulate hair against humidity...
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Embelleze Henê Rená Coffee Black offers an elegant, all-in-one ritual for those seeking perfectly aligned hair paired with a deep, sophisticate...
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Discover intense hair rejuvenation with the Novex Hair Healing Amino Acid Recharge Hydration Mask. This powerful, rapid-action treatment, part ...
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The Novex My Curls Movie Star Hair Mask is a deep nourishing treatment formulated for curly hair, blending six natural oils to help deliver soft, s...
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The Novex Powerful Long 12-in-1 Growth Tonic is a leave-in scalp tonic formulated with a blend of botanical extracts to support the appearance of f...
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The Novex Hyaluronic PowerMax Hair Mask is an advanced hair mask formulated to help deeply restore and harmonize hair from the very first applicati...
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The Novex Mass Replacement Shampoo & Refill Kit pairs a revitalizing shampoo with a hair mask refill pouch, designed to help add density and bo...
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The Novex Powerful Long Gloss Effect Hair Oil is a lightweight finishing oil formulated to bring mirror-like shine and a smooth, aligned look to fr...
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The Novex Super Aloe Vera Shampoo & Conditioner Kit is a two-step hair care routine built around organic aloe vera, designed to moisturize, sof...
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The Novex Dorama Finishing Hair Oil is a finishing oil from Novex's Ritual Dorama line, formulated with tsubaki (Japanese camellia) seed oil to hel...
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The Novex Cinema Curls 6-in-1 Hair Oil is a lightweight, multi-oil finishing oil formulated with a blend of natural oils and vegetable keratin to n...
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The Novex Mystic Black Shampoo & Conditioner Kit – Frizz Control & Shine for Curly Hair (also known as Santo Black) is formulated with baob...
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The Novex Dorama Hair Mask is a treatment cream enriched with Japanese Camellia (Tsubaki) oil, formulated to deeply nourish hair and help restore t...
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The Novex Blindagem Gloss Color Leave-In is a leave-in conditioner from Novex's Blindagem line, formulated to help shield hair from external aggres...
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The Novex Coconut Oil Shampoo & Conditioner Kit – Softness & Shine for Dry Hair pairs a coconut oil-infused shampoo and conditioner to nour...
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The Novex Doctor Ricino Hair Mask is a treatment cream built around castor oil, formulated for weak, dry, or brittle hair that needs extra hydratio...
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The Novex Collagen Infusion Hair Mask is a vegan treatment cream formulated with 100% vegetable-derived collagen to help hair look stronger, thicke...
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The Novex My Curls Shampoo & Conditioner Kit – Curl Definition & Frizz Control (Meus Cachos) is formulated with a blend of nourishing oils ...
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The Novex Blindagem 12-in-1 Leave-In is a multi-benefit leave-in conditioner from Novex's Blindagem line, formulated with an amino acid blend and l...
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The Novex Cherry Gelato Hair Mask is a deep-conditioning cream from Novex's dessert-inspired "Gelato" line, formulated to deliver instant hydration...
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The Novex Dorama Shampoo & Conditioner Kit – Camellia Oil Shine & Strength is part of the Novex Ritual Dorama line, formulated with Tsubaki...
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The Novex Pure Beauty Hair Mask is a rich treatment cream formulated with 12 nourishing ingredients to help restore weakened, dry, and lifeless hai...
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The Novex Collagen Infusion Shampoo & Conditioner Kit is a two-step hair care duo formulated with plant-derived collagen in a vegan formula to ...
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The Novex Cinema Curls Shampoo & Conditioner Kit is a two-step hair care duo formulated with a blend of six natural oils to help hydrate and de...
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The Novex Bamboo Sprout Shampoo & Conditioner Kit is a two-step hair care duo formulated with bamboo extract and amino acids to help reinforce ...
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The Novex Argan Oil Shampoo & Conditioner Kit is a two-step hair care duo formulated with argan oil in a salt-free formula to help hydrate hair...
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The Novex Keratin Recharge Shampoo & Conditioner Kit is a two-step hair care duo formulated with hydrolyzed keratin to help rebuild hair struct...
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The Novex Straight Kids Shampoo & Conditioner Kit is a two-step hair care duo created for children's straight hair, pairing a gentle cleansing ...
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The Novex Curly Kids Shampoo & Conditioner Kit is a two-step hair care duo created for children's curly and coily hair, combining a nourishing ...
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The Novex Little Curls Kids Shampoo & Conditioner Kit is a gentle two-step hair care duo created for children's curly hair, pairing a moisturiz...
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The Novex Little Curls Kids Styling Gel for Curl Definition & Shine is a curl-defining styling jelly enriched with castor oil, specially formul...
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The Novex Cinema Curls Styling Gel for Curl Definition & Shine is a curl-defining styling jelly formulated with a blend of nourishing oils to h...
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The Novex Super Aloe Vera Hair Mask for Hydration & Strength is a deep conditioning cream formulated with aloe vera to help hydrate, soften, an...
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The Novex Coconut Oil Hair Mask for Hydration & Shine is a deep conditioning cream formulated with 100% vegetable coconut oil to nourish, hydra...
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The Novex Argan Oil Hair Mask for Frizz Control & Shine is a deep conditioning cream formulated with argan oil and vitamin E to help moisturize...
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The Novex Mystic Black Hair Mask for Frizz Control & Shine is a deep conditioning cream from the Novex Meus Cachos (My Curls) line, formulated ...
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The Novex Collagen Infusion Hair Mask for Stronger, Shinier Hair is an intensive conditioning cream formulated with plant-based (vegetable) collage...
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The Novex Doctor Ricino Shampoo & Conditioner Kit – Deep Hydration for Weak, Brittle Hair pairs a castor oil-infused shampoo and conditioner fo...
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The Novex Bamboo Sprout Hair Mask for Strength & Hydration is a deep conditioning cream formulated with bamboo sprout extract and vitamin E to ...
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The Novex Olive Oil & Rosemary Hair Mask for Shine & Hydration (Azeite de Oliva e Alecrim) is a deep-conditioning cream formulated with 100...
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The Novex Super Aloe Vera Hair Mask for Hydration & Frizz Control (Super Babosão) is a deep-conditioning mask formulated with organic aloe vera...
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The Novex Brazilian Keratin Hair Mask for Frizz Control & Damage Repair (Queratina Absoluta) is an ultra-concentrated deep-conditioning mask fo...
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