DEEP SMOOTH: France’s first organic capilloplasty without a straightening iron, presented at Beautyworld Middle East by Novantic Cosmetics

Novantic Cosmetics will be exhibiting its solutions at Beautyworld Middle East, at the Dubai World Trade Centre, in hall 3 stand 3F28. An opportunity for the brand to immerse in the local market, meet potential partners and sensitize visitors on this new vision of cosmetics.

DEEP SMOOTHING : hair care with seeds and minerals

DEEP SMOOTH is the first hair straightener to carry the 100% natural label. A technical revolution in a market unchanged for over 25 years, it works without chemicals, additives or straightening irons. DEEP SMOOTH repairs, colors, protects and smoothes hair naturally and durably. The product is part of a genuine beauty ritual, transforming hair during the 8-hour drying process.  All hair types are transformed into Type 1. Its coloring effect covers white hair and leaves hair shiny and healthy. It has no contraindications for damaged hair and repairs hair deep down.

DEEP SMOOTH has its origins in cosmetopoeia (an encyclopedic inventory of the traditional uses of plants in cosmetics) and combines this ancestral knowledge with modern techniques to create a natural, respectful and effective hair care product. The composition is healthy and uses rare organic materials, with only 4 ingredients. These plant-based raw materials have been newly registered in the International Nomenclature of Cosmetic Ingredients (INCI). DEEP SMOOTH has been patented, attesting to the product’s quality. Thanks to this innovation, Novantic Cosmetics has benefited from several French incubators and grants, including the BPI (French Public Investment Bank) and the French Touch grant. The company devotes a great deal of effort to research and development, thanks to a team of researchers specialized in the sector, including engineers and toxicologists. But also, with the help of researchers from the CNRS (Centre National de la Recherche Scientifique) and private laboratories