Inside the Brand: nuNAAT

nuNAAT is a Brazilian company whose products were inspired by the natural nuts, berries, fruits and plants located in Brazil’s rainforest region, and our September COCOTIQUE subscribers have the opportunity to try their unique nuNAAT Garlic Shampoo and Conditioner in this month’s Two-Year Anniversary box. Keep reading to find out why garlic is an amazing ingredient for nourishing your hair and scalp, how nuNAAT uses feedback from customers to stay abreast of the healthy hair conversation and how they can best help you achieve healthy hair.

Tell us the nuNAAT story. How did the brand get its start?

  • nuNAAT is a part of the M Cassab Group, one of the largest companies in Brazil with over 85 years in business. The nuNAAT brand was launched in 2005.

  • We were inspired by the natural botanical resources found in the nuts, berries, fruits and plants located in Brazil’s rainforest regions. These ingredients are ethically sourced and used to create some of our fabulous products.

  • Our haircare products are carefully crafted with the belief that with the right combination of science and natural ingredients, everyone can have healthy hair.

  • nuNAAT products are divided into “ranges” with products that work synergistically together. Ideal for multi-textured hair. Sold at an affordable price. Available at some major retailers and most beauty supply stores. We can be found widely across the USA, Europe, and the Middle East.

What has been your best selling product to date?
Maybe it is because we are authentically Brazilian, but our NAAT Brazilian Keratin collection has always sold very well. This set of five products works best for those who style their hair using heat or crave a range of products that work harmoniously to reduce volume and frizz while restoring natural shine and softness. It is truly unique in the fact that we use green, vegetable keratin, instead of animal based keratin, which is derived from soybean, corn, and wheat proteins; it adheres to hair fibers more deeply, promoting incredibly smooth hair through heat action.

Of our newer collections, our NAAT Garlic range is really gaining some attention! It is our first collection to address the needs of the scalp as well as the hair. People are always so surprised when they read “garlic” on the label and then are pleasantly surprised by the fragrance. Garlic has a ton of natural benefits for your hair – including removing toxins, relieving an itchy scalp, and stimulating blood flow - but this is definitely not an ingredient you want to use as a DIY at home. We have a chemist in Brazil who develops all of our products, and removing the garlic scent while retaining the ingredient’s benefits was a complex process that we were excited to achieve.


Who is the consummate nuNAAT customer? What is her lifestyle like?
Achieving healthy hair, from the inside out is our sole purpose. We know that our fans want to not only have beautiful hair, but hair that shines and has life to it! You can achieve so much in life when you are in good health and good spirits and your hair is a good indicator of both of these. Your hair is also a good indicator of your personality, so our fans like to switch it up – one day straight, one day curly; they look to us because they know that no matter what they do with their hair, our maintenance products will help keep them looking good! And they don’t want to spend a lot of time to achieve their look. We are all busy, but thanks to our advanced hair masks, within as little as 15 minutes, you can get salon results in your own home--not to mention at a very affordable price point.

How long did it take you to fully develop your product line, merging natural fruits, berries, nuts and plants with modern science?
We are still just getting started! We always listen to what our fans want and our fans are going to be very pleasantly surprised at all the changes we have in store for them very soon!


What role does social media play in your brand marketing strategy?
Social media is all about connecting with people. We LOVE connecting with our fans. It is with their feedback that our product developments are made! We use our social media accounts on Facebook, Twitter, and Instagram to offer advice, tips, and education on our products, but also connect on a cultural level. We are Brazilian. One thing you should know about Brazilians is that we are diverse. We have a variety of hair textures and each of us has a desire to be beautiful inside and out. We achieve this through a lifestyle that truly embraces the natural wonders around us – from spending time outdoors to consuming exotic fruits and, of course, incorporating them into our beauty regimen. We have much to share, but we also have much to learn. We appreciate the engagement we receive from our fans as an ongoing conversation about how to achieve beautiful hair, no matter your hair texture or styling routine.

Learn more about nuNAAT at their website and follow the nuNAAT social media conversation on Facebook, Twitter and Instagram.