Fashion: Why are women burning their hair?
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.
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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