There is no doubting the effectiveness of hair smoothing treatments but there have been doubts the world over regarding the release of formaldehyde when used which can be dangerous for both the salon professional applying the treatment and the consumer.
Zerran International claims to have produced the world’s first 100 per cent vegan semi-permanent hair smoothing treatment that is formaldehyde-free and due to high interest and positive global response it says it has opened up many opportunities.
The US-based firm has swiftly set up gateway operations in Europe as it seeks to expand on a global scale.
Two European accounts have been signed in Malta and Holland.
Zerran hair care products will be available through Salon Services Ltd. located in Swatar, Malta, and, People 4 BV based in Zaandam, Holland, has been confirmed to distribute Zerran in The Netherlands and Benelux Economic Union (Belgium, Netherlands and Luxembourg).
Elsewhere, Zerran has also appointed JGR UK Distributions Ltd. Based in Cheshire, England, headed by principal, Eddie Renda, as master distributor for its products throughout Europe and the Mediterranean region.
Grant Samples, director of Distribution operations commented that this move would utilise Renda’s vast experience in the industry and in the European market, given his previous role at Shiseido.
"This wealth of regional expertise and firsthand industry relationships is serving Eddie well and we're off to a strong start," he said.
Samples, who is in charge of seeking out operations, has also identified new distribution partners in the US.
Zerran president, Steve Sauté commented: "Our message has attracted a number of like-minded companies. Innovative solution-oriented products like RealLisse will succeed with partners who understand and commit to the education curve. While this is not rocket science, we are keeping a pace that ensures tempered, yet steady growth."
The newest distributor to be added in the US is Island Beauty Supply, based in Honolulu, with additional "to the trade only" locations on the Big Island, Kauai and Maui.