About The Inventor, Mauricio Ribeiro
Born and raised in Brazil, Mauricio is a hair and beauty expert specializing in straightening treatments to provide his clients with silky, sexy hair with no frizz. Determined to find an alternative to toxic, chemically based semi-permanent salon treatments, Mauricio used his innovative expertise in Brazilian hair care to create an at-home styling system to be used 
wash-to-wash for repaired, silky professional results.

Utilizing the best of Brazil’s natural resources to restore damaged hair, Mauricio tested his True Brazilian formula on the world’s most beautiful models in his home country to nurture their hair while providing salon results at home.  By combining True Brazilian ACTIVATING SERUM with a unique vibrating flat iron, Mauricio created a system to use heat styling to repair hair, rather than damage it.   

Mauricio brought his True Brazilian line to the USA, where he was discovered by Suzanne Somers. Together, they teamed up to make the products organic and Certified ToxicFree® and bring the True Brazilian ANTI-FRIZZ TREATMENT to women everywhere.   

Mauricio Ribeiro is based in West Hollywood, California and sees clients at Cure Salon & Spa in the Sunset Tower Hotel and also in Malibu.