Cadiveu Unveils Initiative in Consumer Safety in Undergoing Hair-Smoothing Treatment

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With the recent attention spotlighting the Brazilian hair-smoothing treatment and misconceptions regarding the ingredients in the products, Cadiveu USA, the US distributor of Cadiveu Brasil, has placed a call to action on the industry to update testing standards that will provide both accurate information and safety for stylists and the consumer.

With the recent attention spotlighting the Brazilian hair-smoothing treatment and misconceptions regarding the ingredients in the products, Cadiveu USA, the US distributor of Cadiveu Brasil, has placed a call to action on the industry to update testing standards that will provide both accurate information and safety for stylists and the consumer.

Industry experts have for years expressed concerns that standardized government testing methods for Formaldehyde in water-based cosmetic products are inaccurate, and do not measure the actual Formaldehyde levels. In fact, only a trace level of Formaldehyde is normally found in cosmetics. Cadiveu has assembled a team of internationally known scientists and cosmetic industry experts to provide accurate information about product ingredients and has commissioned several additional new studies that utilize the most advanced scientific testing available. Cadiveu also encourages all companies making hair-smoothing products to do the same and to align themselves in ensuring safe products for the industry. Cadiveu USA further suggests that government agencies upgrade their testing and properly report Formaldehyde levels in water-based cosmetics.

Cadiveu’s panel of experts explains, "Formaldehyde is a gas and therefore cannot be added to a cosmetic as an ingredient. In fact, Formaldehyde has never been a cosmetic ingredient. Most test methods commonly used, are not suitable for measuring Formaldehyde in water-based cosmetic products. Formaldehyde is extremely unlikely in a water-based cosmetic product to exist beyond 0.005%."

Cadiveu USA has proactively conducted state of the art testing, utilizing two different independent laboratories, both of which have confirmed that the Cadiveu formula contains trace levels (less than .0002 percent), which is part of the preservative system. In published studies, the Cosmetic Ingredient Review (CIR), an industry organization that assesses the safety of ingredients used in cosmetics, determined, cosmetic and beauty products are considered "safe as used" when containing less than 0.2% Formaldehyde.

In an ultimate effort to prioritize the safety of those undergoing the hair-smoothing treatment, Cadiveu USA implores all cosmetic companies and consumer advocacy groups to align themselves with this important initiative. The real issue at hand seems to be consumer safety achieved through following manufacture recommended instructions for use and proper ventilation. Cadiveu USA is committed to educating salon professionals about the safety of their products, application methods and how to create a safe work environment with proper ventilation for both customers and salon professionals. Cadiveu USA is now actively testing a number of new technologies as well as Aerovex, a leading work ventilation system for professional salons with a total cost of ownership per year, covered by less then ten Cadiveu services. (http://www.aerovox.com).

Cadiveu USA further suggests applying a standardization to the testing methodology so that well-tested safety requirements established by the CIR, FDA, Prop 65 and OSHA can be fairly and appropriately applied to all companies across the industry.

For press or media inquiries, please contact:

Katie Moore
P3R Publicity
Katie(at)myp3r(dot)com
714.403.5099

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