From a salon chair in Belo Horizonte to a desk in London
I started doing keratin treatments in a small salon in Belo Horizonte when I was twenty-two. Twelve years later I'd worked across three Brazilian houses and trained close to a hundred technicians on Coffee Premium, TANINOPLASTIA and the bond-protection lines. In 2022 I moved to London with the Braé UK distribution team to run their technical onboarding for salon partners.
What I bring to BBI is the bit you don't get from a press release: I know which brand's protocol is fussy in practice, which formula behaves differently on bleached hair than the brochure suggests, and which "innovation" is genuinely new chemistry versus a rename. I won't write a brand piece without having either used the product in a chair or watched a technician I trust use it on a real client.
I read Portuguese catalogues that never get translated, which is honestly half the job. Most English-language coverage of Brazilian hair care is a couple of years behind the Brazilian conversation. I try to close that gap.
Outside of BBI I still take a small private client list at a partner salon in Vauxhall — mostly long-term clients who followed me from Brazil. Keeps my hands in the work, which keeps the writing honest.
- Salvatore Educacional certification — TANINOPLASTIA, Mix Therapy and Tanino Colors application
- Cosmetic chemistry foundation — ABNT-aligned coursework, São Paulo
- Honma Tokyo certified applicator — Coffee Premium and H-Brush lines
- 12 years active salon practice across Belo Horizonte, São Paulo and London
- Technical training lead, Braé UK distribution (2022–2024)