Fashion: Why are women burning their hair?

Brazilian hair treatment called Valeterapia. (Instagram/Alessandra Ambrosio)

This is one hair-raising fashion trend!

Victoria's Secret model Alessandra Ambrosio posted a picture to Instagram of her having her hair burned with a candle.

No need to get alarmed - she was getting a hair treatment done.

(Instagram/Alessandra Ambrosio)

It's a Brazilian treatment called Valeterapia and it burns off split ends with the open flame.

Brazilian women have developed many smoothing and anti-frizz treatments.

The rest of the world has caught on to the Brazilian straightening (or keratin) treatment, but there's something that catching up like fire.

Velaterapia - it's a procedure for dry and damaged hair that combats the stress caused by chemical treatments, dying, and constant styling.

It's a process in which the hair is separated into small sections, twisted, and then put under a flame.

The burning causes the damaged parts of the hair to stick out: They are then trimmed, and the rest of the hair is given a deep, conditioning treatment.

The burning supposedly opens up the hair follicle, making it more receptive to nutrients, in turn making the conditioning treatment even more effective.

It takes three and a half hours, and loyalists get it done about every four months.

No word on the smell.

If you feel compelled to try this treatment, make sure you go to a professional. Do not try it at home.

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