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New Formula

Brazilian Joia™ Strengthening + Smoothing Shampoo

Bonding Shampoo for Fine to Medium Hair Damage Repair

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Our new + improved shampoo addresses the concerns for fine to medium hair: damage repair, dryness, frizz, split ends, and hair weighed down by heavy formulas. Sulfate-free and color-safe. 

  • A blend of hair-healthy Brazilian ingredients helps cleanse hair without stripping moisture.
  • Transform your next wash day into a private paradise with our iconic Cheirosa 62 fragrance.  

Clinically proven after one use:

  • 58% of damage repaired
  • 71% frizz reduction for 8 hours*
  • Helps protect hair from future damage*
  • 76% of split ends mended*

*After Brazilian Joia™ Shampoo and Conditioner used together. In a clinical study when used as directed conducted by an independent 3rd party lab.

Cheirosa 62 Scent Family Profile
Top: Pistachio, Almond
Mid: Heliotrope, Jasmine Petals
Dry: Vanilla, Salted Caramel, Sandalwood

In Portuguese, "cheirosa" means to smell incredibly delicious.

Brazil Nut

Brazil Nut: Prized in Brazil for centuries for its ability to strengthen the immune system, the Brazil Nut is the most Selenium-rich food in the world and grows abundantly along the banks of the Amazon, Negro and Tapejós Rivers. Selenium found in the Brazil Nut is known to help support the skin’s natural ability to protect itself.

Buriti Fruit Oil

Buriti Fruit Oil: Brimming with healthy fats to smooth dry, damaged hair and bring vital shine.

SOL Seal Technology™

SOL Seal Technology™: Proprietary and proven to repair and restore your hair to peak strength in as little as one use. Plant-based keratin micro-capsules restore the damaged hair shaft and ionically bond split ends together.

All Ingredients:

Water (Aqua), Sodium C14-16 Olefin Sulfonate, Cocamidopropyl Betaine, Sodium Cocoyl Isethionate, Glycerin, Fragrance, Glycol Distearate, Cocamide MIPA, Sodium Lauroyl Sarcosinate, Sodium Chloride, Bertholletia Excelsa (Brazil Nut) Seed Oil, Cocos Nucifera (Coconut) Oil, Theobroma Grandiflorum (Cupuaçu) Seed Butter, Mauritia Flexuosa (Buriti) Fruit Oil, Euterpe Oleracea (Açaí) Fruit Oil, Chamomilla Recutita Flower Extract, Gardenia Jasminoides Fruit Extract, Caprylic/Capric Triglyceride, Coco-Glucoside, Coconut Acid, Isopropanolamine, Polyquaternium-7, Algin, Chitosan, Xanthan Gum, Carrageenan, Tetrasodium Glutamate Diacetate, Sodium Isethionate, Sodium Formate, Sodium Glycolate, Maltodextrin, Sodium Hydroxide, Sodium Benzoate, Sodium Sulfate, Guar Hydroxypropyltrimonium Chloride, Sorbitan Oleate, Citric Acid, Ethylhexylglycerin, Phenoxyethanol, Benzyl Salicylate, Coumarin, Geraniol, Hydroxycitronellal, Limonene, Linalool.

Rinse the bottle and cap and place in your recycling bin.

Are your hair products safe for color-treated or bleached hair?

Our Brazilian Joia™ Strengthening + Smoothing Shampoo and Conditioner is safe for color-treated hair. It's also clinically proven to reduce 54% of breakage and mend 74% of split ends with our proprietary Sol Seal Technology and Brazilian ingredients when the shampoo and conditioner is used together.

How does Sol Seal Technology work?

Our patented SOL Seal Technology™ is infused with plant-based micro-capsules that ionically bond and coat strands wherever there's breakage, split ends, or damage like keratin. These micro-capsules go anywhere there's damage, wrapping strands with a hug + treat action that instantly repairs and restores hair to peak strength, making it resilient against breakage.

Does Brazilian Joia™ Strengthening + Smoothing Shampoo contain proteins?

Yes, our Brazilian Joia™ haircare and Brazilian Triple Butter™ Hair Repair Treatment are specially formulated with our patented SOL Seal Technology, consisting of vegan keratin that literally zips up your split ends.

Why doesn't my Brazilian Joia™ Strengthening + Smoothing Shampoo lather as much as other shampoos?

Our Shampoo contains a creamy-lather, however it's sulfate-free, so it cleanses gently without ever stripping unlike traditional shampoo. To activate a bigger lather, add more water as you massage the shampoo into your scalp.

Will Brazilian Joia™ Strengthening + Smoothing Shampoo work for my hair type?

Brazilian Joia™ is formulated for most hair types and textures, but works best for Straight, Wavy, and Curly hair and Fine to Medium hair textures. If you have dry or extremely oily hair, this may not be for you.

Is Brazilian Joia™ Strengthening + Smoothing Shampoo safe on keratin-treated hair?

Our Brazilian Joia Shampoo and Conditioner are keratin-friendly, however, we always recommend a strand test or consulting with your stylist for specific hair concerns.

What type of hair are your hair products for?

Brazilian Joia™ is formulated for most hair types and textures, but works best for Straight, Wavy, and Curly hair and Fine to Medium hair textures. If you have dry or extremely oily hair, this may not be for you.

Are your hair products recommended if you have dandruff?

While Brazilian Joia™ does not contain any ingredients that would make dandruff or flakiness worse, our shampoo and conditioner were not formulated with these specific hair needs in mind. We always recommend doing a patch test first and consulting your doctor with specific hair concerns.

How is the Chitosan derived? It's most commonly made from shellfish but this is vegan-friendly?

The Chitosan used in our Sol-Seal Technology is mushroom-based, not made from shellfish.

Cruelty Free
Cruelty Free
Gluten Free
Gluten Free
Vegan Friendly
Vegan Friendly
Paraben Free
Paraben Free

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Brazilian Joia Strengthening + Smoothing Shampoo 295ml
Brazilian joia strengthening + smoothing shampoo 90ml
Cleanses without sulfates. Lightweight hydration + damage repair for fine to medium hair
Before // After 58% reduction of hair damage after one use* Karlie achieved these results by using the Brazilian joia shampoo + conditioner together before styling with heat
Before // After 71% frizz reduction for 8 hours* Logan achieved these results by using the Brazilian joia shampoo + conditioner together before hair drying
Before // After 76% of split ends mended* Lincey achieved these results by using the brazilian joia shampoo + conditioner together before heat styling
New + improved repairing formula
Sol seal technology proprietary + proven to repair hair. Brazil nut nourishes + adds shine. Buriti fruit strengthens + fights frizz
Iconic Cheirosa 62 fragrance notes of pistachio + salted caramel
The ultimate repairing routine for fine to medium hair. 1. cleanses without sulfates 2. weightlessly hydrates + repairs 3. detangles + fights frizz
Animal test free - color safe, sulfate free, paraben free, phthalate free

How to Use It

  1. Wet hair thoroughly. Pour a quarter size amount of shampoo into the palms of your hands and rub together to create light lather.  
  2. Gently massage the product directly into your scalp for 1-2 minutes focusing on the roots.​ 
  3. While shampooing, finger comb hair in a downwards direction to effectively clean and remove any styling products you’ve used 
  4. Rinse out and apply conditioner for maximum damage repairing + hydrating benefits as directed.  

beautiful before, beautiful after