Match Science of Curves was developed with high-performance active ingredients, resulting in products that can be combined with each other to ensure the ideal treatment for the needs of each curvature.
March 2024 – According to a 2020 Euromonitor survey, Brazil occupies fourth place in the hair products market ranking. Matchthe hair brand of Apothecarywhich since 2017 has been studying in depth the types of threads of Brazilian consumers, innovates in this growing sector with the launch of Match Science of Curves, developed exclusively for hair care for wavy, curly and frizzy hair, ensuring 100% nourished strands from root to tip. The line arrives with a robust portfolio, with scientific and technological attributes, enabling combinations between products, such as the famous “mixes”, and a customizable routine.
By studying the DNA* of yarns of all types of curvature, from 2A to 4C, the brand relied on the perception of more than a thousand consumers, who actively contributed to a co-creation process from the construction of the line’s concept to the experimentation. The launch features 12 new products created with cutting-edge active ingredients and scientific attributes, such as a complex of oils and moisturizers, combined exclusively to deliver high performance and yield to curly hair.
“Match Ciência das Curvas brings a new perspective on the care of wavy, curly and frizzy hair, through science, active technology, personalization and cost-benefit – pillars that fulfill the brand’s commitment to providing tools for the consumer Be more and more in charge of your own routine. The starting point was to understand the pains and needs of consumers with curvatures, which allowed us to launch the first hair line 100% co-created with them, as well as experts from the Diversity, Equity and Inclusion (DEI) team at Grupo Boticário. It took 4 years of research to present the end consumer with a range of products that meet the needs of curvatures from 2A to 4C”, he states. Ariela Bonemer, director of the Hair Category at Grupo Boticário.
The volume in the bottles was also improved for the line as a response to mapped needs – who, according to research with consumers, use a greater amount of product in their hair routine. The entire line has around 35% more content. The fragrance of the products, with a sophisticated olfactory, takes into account consumers’ preferences and guarantees a pleasant scent in the right amount.
With high-performance formulas, the line has an exclusive oil complex of baobab, moringa, nigella, tamanu, opuntia and coconut, as well as a molecular moisturizing blend with aloe vera (Aloe vera), hyaluronic acid and shea, which deliver efficiency and scientifically proven results. O Shampoo performs effective cleaning without drying out, o Conditioner/Leave In detangles instantly and has high emollient power that reduces porosity; both can be used for wires rated from 2A to 4C. To integrate the care routine, the Crespos Moisturizing Mask (4ABC) it’s at Moisturizing Curls Mask (2ABC 3ABC) guarantee powerful and deep hydration, repair the fiber and reduce hair breakage.
Finishing the strands is the crucial moment for each curve to be unique; For this, the line has the Frizzy Combing Cream (4ABC) and the Curl Combing Cream (2ABC 3ABC)what adapt to the finish, guaranteeing more definition and anti-shrinkage effect of the thread, and the Memorizing Jelly (3ABC 4ABC), which models and prolongs definition for 48 hours without drying out. The line still has the Nutrition Booster (2ABC 3ABC 4ABC), what nourishes all layers of the fiber ensuring 50% more shine; o Reconstruction Booster (2ABC 3ABC 4ABC)what has anti-breakage action, making the strands twice as resistant and rebuilding all layers of the strand; and the Scalp Serum (2ABC 3ABC 4ABC), which has a calming action and reduces flaking. Already the Leave In Leve (2ABC 3ABC 4ABC) defines, reduces frizz and has thermal and UV protection, and the Concentrated Oil (3ABC 4ABC) returns shine and suppleness to curves.
The products of Match Science of Curves they can be combined with each other, allowing the ideal treatment for the needs of each curvature. In addition to each item fulfilling its original function and being used individually, they can also be mixed, for a more dynamic and customizable hair routine. The conditioner can be applied with the shampoo, for example, creating a mixture that acts as a “co-wash”, providing a light and moisturizing cleansing for textured strands. The complete line is 100% free of silicones, parabens, petrolatum and sulfates. All products are free from ingredients of animal origin, cruelty free and vegan. Furthermore, Match has 100% recyclable and refillable packaging.
The items are found in all physical stores and in the brand’s e-commerce, at the link www.boticario.com.br, in addition to the Boticário app, available for Android and iOS versions. It is also possible to place orders via WhatsApp on 0800 744 0010 – official and secure number – directly on the device platform. The customer simply needs to contact the brand using this number to check availability in their region. There is also the option of contacting a brand reseller at boticario.com.br/encontre.
*The DNA study was carried out using bioinformatics analysis.
***
#OndeTemAmorTemBeleza
Service
Sem Sulfato Shampoo – 300 ml – R$ 41.90
The Sulfate-Free Shampoo, from Match Ciência das Curvas, promotes cleansing through mild surfactants, with a formula that encapsulates and removes impurities without drying.
GUARANTEED RESULTS:
• High perfume;
• High performance formula.
Developed based on the DNA of your hair type
Leave In Conditioner – 300 ml – R$ 44.90
The Leave In Conditioner, from Match Ciência das Curvas, has two functions. As CONDITIONER: instant anti-knot action, strands four times easier to comb and action against breakage. As LEAVE-IN: hydrates and reduces frizz, providing light definition. Can be used as a primer preparing the hair for finishing.
Crespos Moisturizing Mask (4ABC) – 350 g – R$ 66.90
The Crespos Moisturizing Mask, from Match Ciência das Curvas, has a high-performance and highly perfumed formula. Deeply hydrates, softens and strengthens the strands, reducing the roughness of the hair fiber.
Moisturizing Curls Mask (2ABC 3ABC) – 350 g – R$ 66.90
The Moisturizing Curls Mask, from Match Ciência das Curvas, guarantees curls that are three times softer and shinier. Its formula restores the flexibility of the hair while promoting more definition. Developed based on the DNA of your hair type.
Frizzy Combing Cream (4ABC) – 450 ml – R$ 59.90
The Frizzy Combing Cream, from Match Ciência das Curvas, promotes highly nourished strands, facilitates detangling and guarantees intense softness. It is easy to spread and leaves no residue. With thermal and UV protection.
- Three times less breakage;
- Immediate clearance;
- Defined strands all day.
Curl Combing Cream (2ABC 3ABC) – 450 ml – R$ 59.90
The Curls Combing Cream, from Match Ciência das Curvas, promotes defined, flexible curls, with shine and movement, while deeply hydrating the strands. It is easy to spread and leaves no residue. With thermal and UV protection.
Gelatina Memorizadora (3ABC 4ABC) – 350 g – R$ 65,90
Memorizing Gelatin, from Match Ciência das Curvas, promotes natural fixation of curls, prolonging definition for 48 hours. Extremely shiny hair and proven frizz reduction, without dryness or gray residue.
Suggested use: apply the product after the styling cream to enhance the definition and durability of the finish.
Nutrition Booster (2ABC 3ABC 4ABC) – 90 ml – R$ 39.90
With 2% African oils, the Nutrition Booster, by Match Science of Curves, has a powerful nourishing action and acts to replace lipids in the hair fiber, restoring shine and softness. Must be used in combination with a mask.
Reconstruction Booster (2ABC 3ABC 4ABC) – 90 ml – R$ 39.90
With 2% amino acids, the Reconstruction Booster, from Match Ciência das Curvas, acts on the deepest layers of the hair, strengthening the hair fiber and twice reducing breakage. Must be used in combination with a mask.
Scalp Serum (2ABC 3ABC 4ABC) – 50 ml – R$ 39.90
The Scalp Serum, from Match Ciência das Curvas, relieves discomfort caused by dry scalp: itching and flaking. It has a light, non-greasy texture, quickly absorbed and highly perfumed. Ideal for curly, frizzy or braided hair.
Leave In Leve (2ABC 3ABC 4ABC) – 250 ml – R$ 47,90
Leave In Leve, from Match Ciência das Curvas, has a high perfume, making it ideal for the day after or for a volume finish. Developed based on the DNA of your hair type.
Concentrated Oil (3ABC 4ABC) – 50 ml – R$ 65.90
The Concentrated Oil, from Match Science of Curves, has a complex of baobab, moringa, nigella, tamanu, opuntia, shea and coconut oils, of 99.6% natural origin**, which provides nutrition, hydration, shine and definition
**Calculation of ingredients of natural origin based on ISO 16128.
Sabout O Boticario
Boticário is a Brazilian cosmetics company and the first brand of Grupo Boticário. The most loved and preferred beauty brand among Brazilians* was opened in 1977, in Curitiba (Paraná), and has the largest franchise network** of Beauty and Well-being in Brazil with points of sale in 1,650 Brazilian cities and presence in 15 countries. Boticário has a broad portfolio consisting of perfumery, makeup and personal care items and is present in store, direct sales and e-commerce channels. Committed to people and the planet, the brand has the largest reverse logistics program at collection points in Brazil, Boti Recicla, in addition to being part of the Diversa Beleza movement – a commitment to beauty free from stereotypes – and not carrying out tests in animals.
*Kantar, LinkQ Online, May 2022
**Brazilian Franchising Association (ABF). Ranking of the 50 largest franchise networks in Brazil by number of units in 2022.
Photo: Disclosure Marketing O Boticário