The roots of Inoar Professional originate from the life of Inocência Manoel, its founder.
In the ´80s the Brazilian cosmetics market for professional hair stylists was dominated by foreign brands. The products were expensive and lacked variety. For a Keratin or Deep Conditioning treatment, a considerable amount was left at the beauty parlor. The professional’s profit was slight and access to customers was limited due to the high cost of the products. When she was only 13, Inô, as she liked to be called, played with locks of hair that the hair stylists gave her and experimented with infinite mixes of chemical substances which were then available in the market. Her playing consisted in dyeing, bleaching and apply all possible chemical substances to the hair to analyze compatibilities and then develop and test several treatments to repair the hair. This experience lasted for years. “The hair stylists gently separated the locks that were tied and I passed by and collected them. I bought every product that quoted straightening on the label, mixed it with other products, tested on the locks and analyzed the results” she informed.
Her playing was fed by an objective: having straight hair with natural movement; this dream was impossible back then. Born with naturally curly hair, Inô devoted a major part of her time seeking products that could leave her hair straight and silky. In 1974 Inô set up her first beauty parlor, where she offered to her customers exclusive and distinctive treatments that she herself prepared.
In 1990 the famous Japanese Brushing arrived in Brazil, a frenzy that was available only to a few in view of the high cost. Inô then began to study the formula and researched active ingredients in the Brazilian market to create a similar and more accessible product. The success was enormous and the purchase orders of co-hair stylists were such that the artisanal manufacture was no longer sufficient. Sales were made to friends, friends’ friends, even orders throughout Brazil were received.
And thus on Aug. 15, 1991 the Brazilian Keratin Hair Treatment was established, as the first line of products of Inoar Cosméticos.
Since then Inoar did not stop innovating new products that would contribute to the growing beauty industry. Ghair was launched in 1992.
And now, Inoar changed its visual identity, which is now more modern and visually attractive. A new identity was created to speak directly with hair stylists worldwide in an easy and intelligent way, providing information clearly and improved technical training to all professionals. And to all those that directly and indirectly participated and still currently participate in this story, our thanks, to all those that used our products, thank you so much! Inoar will continue to work to always maintain the approval of the hair professionals and of its customers, always.