Inoar was officially launched in October 2008. Before that, Inocência Manoel and Alexandre Nascimento, mother and son, already created a name for themselves in the beauty industry. Inocência Manoel, the second daughter of Thomaz Manoel and Elza Brasil do Nascimento, worked for years as a hairdresser and then owned a beauty salon. Since she was very young, she spent much of her time searching for new products and formulated treatments herself that reached the highest level of effectiveness, safety and performance. Therefore, she became known as the Hair Alchemist.
Alexandre Nascimento studied medicine, but was always connected to the sales area. He has represented international cosmetics brands since his adolescence and has become a leader in Internet sales. Together they had access to products of the most varied brands and they understood the market like nobody else. But there wasn’t still a product to represent them.
In the early 2000s, there were several treatments for volume reduction, such as the Japanese Keratin Treatment. They were expensive and accessible to a few and the results were not natural. Therefore, Inocência Manoel formulated herself products she wore in her salon. The results were very natural, and they were also successful among professionals.
Since 2006, Alexandre represented international brands in Brazil, which would open doors among professionals until, at the beginning of 2007. Inocência reached the formula that gave rise to the brand. Smoother and with a new protocol of use, it offered movement to the hair, it was less aggressive and treated the hair before, during and after reducing the volume, offering more security to the hairdressers and clients.