L'Oréal Professionnel launches Keratin Alpha Sleek haircare line in Brazil

L'Oréal Professionnel has introduced a new hair‑care range called Keratin Alpha Sleek, designed to reduce frizz by acting on the alpha‑keratin deep within the hair fiber. The technology creates a durable barrier that preserves the hair’s natural memory and elasticity, delivering up to two weeks of smoothness without altering the hair’s structure. The line is marketed for all hair textures and can be incorporated into professional reconstruction schedules.

The product was developed after 15 years of research by L'Oréal’s global Innovation team and was tested in Brazil’s humid climate, which the company cites as one of the most demanding beauty markets. Director Christoph Krauel highlighted Brazil’s diverse hair types as a catalyst for the innovation, while hair‑care ambassador Vivi Siqueira helped adapt the formulation for local needs.