Farouk Shami, founder and chairman of Farouk Systems, the official haircare of the Miss Universe Organization, escorted Miss Universe 2010 Ximena Navarrete to the grand opening ceremony of Beauty Fair in Sao Paulo, Brazil in early September. At the Farouk Systems booth at Beauty Fair, Farouk greeted the crowd along with Miss USA 2010 Rima Fakih, adorned with a Miss CHI sash, and Miss Texas 2010 Ana Rodriguez wearing a Miss BioSilk sash. Stage presentations included styling by Rocky Vitelli and Leonel Rodriguez with Farouk Royal Treatment by CHI, and Julian Macias and Bruno Fernandez demonstrated ammonia-free CHI Color placement, advanced techniques and versatile styling from the Exposed collection.
Farouk Royal Treatment by CHI was a sellout with Brazil's beauty professionals. “The Brazilian beauty professionals are excited to finally have CHI and BioSilk available to them,” said Farouk Systems Show Director Lisa Marie. “They are ready for more education and inspiration from Farouk Systems.” —Kristen Heinzinger