We try and avoid looking at all those quiffs and fauxhawks on the World Cup players and instead admire all those covetable waves of the WAGs and female fans.
Well, the secret's out.
Apparently, Victoria's Secret model, Barbara Fialho swears by a treatment called Velaterapia, a procedure which involves burning (yes, burning) off split ends with a naked flame.
This is a thing, we hear you cry?
Offered at Sao Paolo's Laces and Hair Salon, according to reports, Alessandra Ambrosio and Isabeli Fontana are also big fans.
The salon's website says the treatment's for dyed hair, straightened hair and hair that need a deep repairing process and here's how it's done.
"...a flame cauterizes the hair, leaving behind a passage of nutrients to its interior, removes split ends and the impermeability of the hair caused by brushing and other chemicals."
Also endorsed by local beauties, Vogue Brazil editor Victoria Ceridono told Fashionista:
"It's unbelievable. You don't get shorter hair, but if you touch the treated side it feels so much smoother and healthier!"
Taking 3 hours to get done, Fialho says it's actually gentler than the alternatives.
Nobody's actually mentioned what it smells like though...we dread to think.
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