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"  Renata Souza giving a Velaterapia treatment The World Cup has kicked off, and all things Brazil are abuzz. Though we can appreciate the country for its soccer stars, the land that gave us Pel\u00E9 and Ronaldinho can also take credit for supermodel Gisele B\u00FCndchen and the now ubiquitous Brazilian wax. Brazilian beauty is in a league of its own: The women seem to have a perfect mix of natural beachy-ness, inherent confidence, and bombshell sensuality. So it follows that Brazil has a booming salon culture. To honor the host of the world&amp;#039;s biggest soccer event in our own way, this week we&amp;#039;re taking a look at some of the country&amp;#039;s most popular (and unique) beauty trends. First up: hair burning\u2026yup, we&amp;#039;re serious. Related: Your Guide to the Hottest Soccer Players in the World Brazilian women characteristically have full, thick hair, says Renata Souza, hairstylist and owner of S\u00E3o Paulo&amp;#039;s SPA Dios. So naturally, they have developed many smoothing and anti-frizz treatments. The rest of the world has caught on to the Brazilian straightening (or keratin) treatment, but the most popular at Souza&amp;#039;s salon is actually velaterapia, a procedure for dry and damaged hair that combats the stress caused by chemical treatments, dying, and constant styling. Related: Look Like a Brazilian Bombshell with M\u00B7A\u00B7C&amp;#039;s Latest Makeup Collaboration Velaterapia is 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. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.elle.com/beauty/hair/news/a15405/brazilian-beauty-secrets-velaterapia-hair-burning/?click=hprc>