DEEP SMOOTH: France's First Organic Capilloplasty without a Straightening Iron, presented at Beautyworld Middle East by Novantic Cosmetics

United Arab Emirates, October 17, 2023 - Novantic Cosmetics, the brand specializing in a new type of cosmetics, "reboosted cosmetopoeia" and advanced biological research will present its natural cosmetic solutions at Beautyworld Middle East, from October 30th to November 1st , 2023. DEEP SMOOTH, a fusion of forgotten beauty secrets and 21st century knowledge, at the service of hair beauty.

Novantic Cosmetics will be exhibiting its solutions at Beautyworld Middle East, at the Dubai World Trade Centre, in hall 3 stand 3F28. An opportunity for the brand to immerse in the local market, meet potential partners and sensitize visitors on this new vision of cosmetics.

DEEP SMOOTHING: hair care with seeds and minerals

DEEP SMOOTH is the first hair straightener to carry the 100% natural label. A technical revolution in a market unchanged for over 25 years, it works without chemicals, additives or straightening irons. DEEP SMOOTH repairs, colors, protects and smoothes hair naturally and durably. The product is part of a genuine beauty ritual, transforming hair during the 8-hour drying process.  All hair types are transformed into Type 1. Its coloring effect covers white hair and leaves hair shiny and healthy. It has no contraindications for damaged hair and repairs hair deep down.
DEEP SMOOTH has its origins in cosmetopoeia (an encyclopedic inventory of the traditional uses of plants in cosmetics) and combines this ancestral knowledge with modern techniques to create a natural, respectful and effective hair care product. The composition is healthy and uses rare organic materials, with only 4 ingredients. These plant-based raw materials have been newly registered in the International Nomenclature of Cosmetic Ingredients (INCI). DEEP SMOOTH has been patented, attesting to the product's quality. Thanks to this innovation, Novantic Cosmetics has benefited from several French incubators and grants, including the BPI (French Public Investment Bank) and the French Touch grant. The company devotes a great deal of effort to research and development, thanks to a team of researchers specialized in the sector, including engineers and toxicologists. But also, with the help of researchers from the CNRS (Centre National de la Recherche Scientifique) and private laboratories.

A committed brand with the core values of COP 28 UAE .

Novantic Cosmetics, in alignment with the core values of COP 28, is committed to offering a vision of eco-responsible cosmetics. It cultivates ingredients by hand on zero-carbon farms, staying true to the ethos of sustainability and environmental responsibility. 

The brand's products are characterized by their positive impact, ensuring traceability from harvest to bottle. These formulations are anhydrous, designed to minimize the use of water, and are free from preservatives, alcohol or synthetic fragrances, resonating with a commitment to sustainable and ethical practices. Novantic products proudly bear certifications such as vegan, halal and organic (Ecocert, organic), embodying the values of inclusivity and environmental responsibility.

Furthermore, the brand's dedication extends to vital initiatives such as reforestation, aligning with COP 28's ambitions to combat desertification and promote biodiversity.

As Novantic Cosmetics continues to innovate and expand its range, including the launch of a new powder shampoo featuring forgotten active ingredients, it stands as a testament to its commitment to shared values with COP 28 and its mission to redefine beauty with a conscience.