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"And ombré highlights even for darker hair is also still very big. ” Brazilian telenovela actresses also inspire the nation’s women, according to Maria Clara Povia, the beauty director at Brazil.

She specifically called out Giovanna Antonelli and Bruna Marquezine, an actress who also happens to be dating the popular Brazilian soccer player, Neymar.

eyes occasionally wandering from the man-buns and faux-hawks on the soccer pitch to the luxurious waves of the footballers’ WAGs (wives and girlfriends) and female fans.

” It’s reportedly popular with wealthy women and models -- Fialho said Alessandra Ambrosio and Isabeli Fontana also go there for treatments.

Watch a demo of velaterapia and the split end trimming treatment here.

The patron saint of aspirational Brazilian hair is, not surprisingly, Gisele Bundchen (who happens to be presenting this year's World Cup trophy).

“Brazilians are, in general, very much into long, bouncy, wavy hair," said Victoria Ceridono, the beauty editor at blog.

According to Euromonitor International, Brazilian women spent almost $9 billion on hair care in 2013, up from $6 billion in 2009. In addition to the popular straightening procedures, “the average Brazilian woman goes to the salon once a month to retouch their roots and twice a month to hydrate,” Povia explained.