From this narrative, it would be possible to make each bioactive's purpose clearer and strengthen the desire and differentiation of the Ekos brand within the hair category, highlighting the distinction between the benefits offered by each of its treatment lines: Patauá and Murumuru.

This was the challenge that led us on a photographic expedition through the Amazon, inspired by ancestral rituals of root and hair care. We sought to rediscover the original connection between the women of the forest and Ekos' bioactives and to illustrate, through images, the new, more potent, comprehensive, and natural formulas that work from root to tip.

We invited the photographer Ivan Erick from Pará to visually capture the rituals of Natura Ekos Hair, alongside a selection of local models. Through a deep exploration of ancestral treatment rituals, we conducted a five-day photo shoot in the Amazon rainforest, accompanied by a team predominantly composed of Amazonian women and professionals from Belém, Pará. This project was inspired by the concept of symbiosis with nature, combined with high-performance technology integrated into Natura Ekos formulas.