After success in Brazil, L’Oréal has announced plants to take its L’Oréal Professionnel Absolut Control range, which uses murumuru butter manufactured by Beraca, to new markets and to expand with an additional product.
Murumuru butter is showing great promise for hair care products, according to the companies. Its natural approach to nourishing and revitalizing the hair fiber has caught the attention of cosmetic giants and has been gaining new fans every day. The ingredient is extracted from the seed of the murumuru, a palm tree typical from the Amazon region. Rich in lauric, myristic and oleic acid, murumuru butter is a powerful emollient agent, which nourishes and moisturizes the hair and skin. When used in hair care products, it has an anti-frizz effect, reducing hair volume and providing softness and shine.
“We wanted to launch a revolutionary range by merging nature and technology, which would be able to fully meet the needs of Brazilian women, the world’s most demanding consumers when it comes to hair,” said Maya Colombani, managing director of the Professional products division at L’Oréal Brasil. “Murumuru butter smoothens and nourishes the hair fiber by reducing volume and frizz, leaving it soft and supple.”
The Absolut Control range has just announced a new addition to its portfolio: the Amazonian Oil. The lightweight, fast-absorbing hair oil helps taming rebellious hair, provides anti-frizz control and nourishes hair for up to 24 hours. L’Oréal’s next step is to expand the range to different countries, starting with Japan.
“Brazil’s rich biodiversity is making the country increasingly attractive to the international market,” says Colombani. The murumuru butter supplied by Beraca is manufactured through partnerships with local communities working in the sustainable harvesting and processing of fruits and seeds. In the region of Bragança, state of Pará, more than 100 families are involved in the activity, which contributes to regional development and is an important source of income for the local people. “In order to provide sustainable ingredients to the cosmetic industry, Beraca tracks each and every stage of the supply chain, from sourcing to delivering,” says Daniel Sabará, managing director at Beraca. “We are committed to the process of empowering local communities, aiming to increase their opportunities in the market while contributing to the conservation of the world’s largest rainforest.”
