NATURIA was created in 2007 in Miami, USA, by Enrique Valdivieso. With a passion for hair, he saw what beautiful hair can bring to women: wellness, confidence, and grace. He identified the need for gentle products with natural ingredients, for professionals and their clients, but also a product that is able to guarantee an excellent Brazilian Straightening experience. Without this passion, the NATURIA range would not be what it is today.