Brazil’s much-loved professional haircare brand TRUSS has officially launched in the UAE, bringing with it not just a full line of high-performance vegan products, but also a dedicated training academy for aspiring salon professionals.
Formulated with purified water sourced from the world’s largest aquifer – an underground layer of rock that naturally stores freshwater -, TRUSS products are made with cutting-edge technology and organic actives to nourish hair from root to tip.
The brand’s vegan options include bestselling favourites such as the Infusion Line, Frizz Zero, Deluxe Prime sprays, and Curl collections all cruelty-free too.
Beyond performance, TRUSS is a leader in beauty with purpose. Aligned with the UN’s Sustainable Development Goals, the brand actively supports reforestation through profit shares with Brazil’s Institute of Ecological Research, planting trees across the Amazon.
Their new biodegradable packaging dissolves naturally in nature within 8 years, significantly reducing plastic waste. While in Brazil they have a return scheme to incentivise customers to return empty bottles.
The brand is equally committed to social causes, supporting cancer prevention and treatment through partnerships with organisations like FEMAMA, Hospital de Amor, and Cabelegria, which provides wigs for children suffering from hair loss due to illness.
And now, TRUSS is extending that commitment to the UAE.
Its new training academy offers stylists and salon owners hands-on education in advanced haircare techniques, sustainability practices, and the brand’s signature product lines, equipping professionals with the tools to deliver exceptional results, ethically.
To learn more visit trussprofessional.ae
