Inside the Brand: Novex

Brazilian company Embelleze created Novex as a way to address the hair care needs of Brazilian women. Now, Novex can be used on any woman’s hair that needs to have shine and smoothness restored. Our January subscribers received their Brazilian Deep Conditioning Treatment, enriched with vitamin E and Keratin. Keep reading for more on how the brand got its start, and why Keratin is essential to healthy hair.

Tell us the Novex story. How did the brand get its start?
Embelleze is a 100 % Brazilian company established in Rio de Janeiro, Brazil, that knows the power of women’s beauty.
Since 1969, Embelleze has enthusiastically focused on developing beauty solutions; Embelleze created Novex over 25 years ago. The most famous and sellable product of Embelleze has gone through transformations over the years, but never losing its innovation and natural character that has conquered the attention of women worldwide. Novex gave Embelleze the opportunity to be a hair care big player in Brazil and to have international recognition.

Who is the ideal Novex customer? What is her lifestyle like?
Novex can be used on ALL hair types as it is based on Brazilian women who come in all colors and forms. Novex products are always present in every step of women’s evolution.

Why do customers need Novex products in their hair care regimen?
Novex is a deep conditioning system developed to treat the hair and restore shine and smoothness. Novex is available in four Vitamin E-enriched formulas: Brazilian Keratin, Olive Oil, Argan Oil, Bamboo and the new line, My Curls.

Our January subscribers received your Brazilian Deep Conditioning Treatment, which has Keratin in it. What is one of the most common misconceptions people have about Keratin products?
Keratin is the primary protein found in hair particles and is essential for healthy hair. However, 70-80% of the keratin in hair is lost due to blow drying, curling irons, straighteners, sunrays, excessive heat and dryness and other harmful chemicals. Keratin reinforces the structure of the hair and results in shiny, soft hair with natural movement. Novex Brazilian Keratin Deep Conditioning Treatment is an enhanced treatment to restore smoothness and deep repair all types of hair. This product is enriched with vitamin E and the most genuine Brazilian Keratin.

Want to learn more about Novex? Head to their website,, and follow them on social media via Facebook, Twitter and Instagram.