Nazih Group, a leading marketer and distributor of professional salon products and equipment in the Middle East and North Africa (Mena) region, has launched its new hair products brand Olaplex in the region.

The product was unveiled during the Beautyworld Middle East 2015, held in Dubai, UAE, last month, said a statement from the company.

Olaplex offers the best method of hair dying by providing the most natural of hues while maintaining and restoring the hair’s vitality and qualities, said Nazih Hamad, the managing director of Nazih Group.

Ed Connaghan and Denise Russel, representatives from Olaplex’s corporate offices in California, US, came to Dubai to support the product’s launch at the event, said the statement.

International educators from Olaplex Slim and Bianca took the stage and the Olaplex booth to reveal how the product enabled hair colour to change from light blonde to extreme blonde without compromising its integrity, it said.

Hamad added: “It is a valued addition to our extensive portfolio of cosmetic and beauty products.” – TradeArabia News Service