Dubai, United Arab Emirates, March 2025: For the first time ever, RIOBELO, the pioneering Brazilian haircare brand trusted by top professionals, is opening its doors to consumers with the launch of direct online purchasing. Now, anyone can experience the transformative power of authentic Brazilian hair treatments from the comfort of home.

Known for its formaldehyde-free, vegan, and cruelty-free formulas, RIOBELO has revolutionized professional haircare with its groundbreaking 20-Minute Only™ Technology, a game-changer for those seeking smoother, healthier, and frizz-free hair in record time. Whether restoring hair’s natural vitality or achieving sleek, long-lasting results, RIOBELO delivers salon-quality results in minutes, setting a new standard in luxury haircare.

“With this launch, we are breaking barriers and making professional Brazilian haircare accessible to everyone,” said Lucas Milanez, General Manager at RIOBELO. “Our goal has always been to provide high-performance, salon-quality solutions that not only transform hair but also nourish and strengthen it from within. Now, consumers in the region can experience the power of our innovative formulas and embrace the confidence that comes with truly healthy, beautiful hair.”

Previously available only to salon professionals, RIOBELO’s breakthrough smoothing treatments are now accessible to anyone looking for long-lasting sleekness, hydration, and shine. Formulated with raw Brazilian ingredients like Açaí and Maracujá, these treatments go beyond surface-level transformation, restoring and strengthening hair from within. The Brazilian Professional Hair Protein Kit, designed for both normal and color-treated hair, offers a three-step treatment that works in just 20 minutes, providing deep cleansing, intense hydration, and anti-frizz benefits for a silky, weightless finish. The Smoothing Thermal Protection Spray delivers superior frizz control and heat protection, making it the perfect styling companion, especially in humid climates like Dubai. For color-treated hair, the Professional Deep Nutrition Mask deeply nourishes, repairs, and protects against premature aging, ensuring vibrant, healthy-looking locks. Meanwhile, the Real Brazilian Hair Protein is the go-to solution for achieving the ultimate sleek, straight finish, allowing effortless styling from day to night. With solutions tailored for all hair types and concerns, RIOBELO is making professional Brazilian haircare more accessible than ever.

Beyond delivering world-class hair results, RIOBELO is committed to sustainable beauty. The brand prioritizes environmentally responsible sourcing, recyclable packaging, and community support initiatives, ensuring that every purchase contributes to a greener, more ethical future.

With this online launch, achieving luxurious, salon-grade Brazilian hair has never been easier.