Brazilian in-salon straightening products, Sweet Professional, are available in over 40,000 salons in Brazil and exported to almost 70 countries worldwide. With offices in São Paolo, Madrid, Miami and Milan and known as the Apple of Cosmetics, Sweet Professional has been recognised and awarded by salons and hair professionals thoughout the world.

No-fuss, simple to use Sweet Hair Professional products include in-salon straightening treatments and take-home maintenance products.

Its flagship product, a first of its kind, is a formaldehyde-free straightening shampoo, The First Shampoo. This in-salon straightening treatment contains organic amino acids and is designed to give you gorgeously soft, sleek hair without the risk of exposure to harmful formaldehyde. For thicker, more unruly hair, Lovely, a 3-step straightening treatment, ensures even sleeker results.