CHI

Last month during a press conference Systems Egypt announced the celebration and success of the world-renowned CHI Haircare Brand in Egypt together with the launch of the new and critically acclaimed Kardashian Beauty products in conjunction with their 10-year anniversary.  The press conference was followed by a large celebratory event attended by a number of celebrities and the elite of Egyptian society as well as several key figures in the Egyptian beauty and hairdressing world.

“Farouk Systems is a company of hairdressers dedicated to creating beauty, new trends and innovative styling products, so the partnership with Kourtney, Kim and Khloe to introduce Kardashian Beauty was a natural fit,” said  Farouk El Shami, Founder and Chairman of Farouk Systems, Inc. As the inventor of BioSilk and CHI Mr. Shami added, “Our team worked hand-in-hand with the sisters to create a premium product line directly inspired by their iconic styles and individual hair needs, while also honoring our company’s commitment to offer superior quality professional products.”

True to the CHI ideology, the new line focuses on providing products that only utilize healthy ingredients free from harmful substances such as ammonia and formaldehyde thus being health and environmentally friendly.  The main ingredient in the Kardashian Beauty Hairline is black seed oil.  This ancient healing oil is highly rich in essential fatty acids such as omega 6 and omega 3 which help to revitalize and fortify hair.  Other nourishing properties such as multiple antioxidants and vitamins enhance hair’s overall strength, health and luster for gorgeous hair as it is meant to shine.

Shami noted that “Twenty years ago people didn’t believe it was possible to produce high quality, effective products without the use of ammonia and other harmful substances but now they are beginning to follow in our footsteps.  Now, our products are not only available in the west but in Egypt and the Middle East with a noticeable increase in demand every year as more and more people are shifting to using eco and health friendly products.”