Is it possible to "treat" our hair?
In the first post of our blog series on this key question for our brand, the answer comes not from just anyone, but from the creator of BRAVE. NEW. HAIR. Lidia Stoycheva-Krasteva - our BRAVE. NEW. hair encyclopedia.It is impossible to describe her in just a few words. Lidia is a magnetic and inspiring person, a truly dedicated professional, manager of the Plovdiv family company producing cosmetic products Biopharma Laboratories Ltd. Her professional development is a long series of qualifications, the number of which continues to grow. She graduated in pharmacy from the Medical University of Sofia. She defended her thesis with excellent results at the Department of Drug Technology with Biopharmacy. She holds a postgraduate qualification in safety assessment of cosmetic products from the Faculty of Chemistry and Pharmacy at Sofia University, as well as a two-time postgraduate qualification as a safety assessor of cosmetic products from Vrije University, Brussels. She actively participates in the creation of a guide for preparing and scientifically defending advertising claims in cosmetics - 
a joint project of the Ministry of Health and the Bulgarian National Association of Essential Oils, Perfumery and Cosmetics (BNAEOPC). Recently, Lidia became a member of the board of directors of BNAEOPC. She is also a member of the Bulgarian Pharmaceutical Union and the Bulgarian Institute for Standardization as the manager of Biopharma. She has participated in the development and growth of over 50 different brands across Europe, including some of the most successful brands in Bulgaria.
a joint project of the Ministry of Health and the Bulgarian National Association of Essential Oils, Perfumery and Cosmetics (BNAEOPC). Recently, Lidia became a member of the board of directors of BNAEOPC. She is also a member of the Bulgarian Pharmaceutical Union and the Bulgarian Institute for Standardization as the manager of Biopharma. She has participated in the development and growth of over 50 different brands across Europe, including some of the most successful brands in Bulgaria.Lidia began the development of BRAVE. NEW. HAIR. based on the problem-solution principle. The process gradually turned into an unending inspiration, following the mission “to (re)love our hair.” When asked why “we ‘treat’ hair” is in quotation marks, she answers:
“Do we treat hair?! Scientifically speaking, that simply cannot be true. I have too much knowledge to allow myself to say such a thing. It’s very simple - you cannot treat non-living tissue, and speaking untruths is not part of my nature, neither as a professional nor as a person. I don’t like things to be overexposed and not scientifically justified. That is precisely why I am very careful about how the brand’s products are presented, what they promise, and whether they can deliver. Therefore, every claim written on BRAVE. NEW. HAIR. products is scientifically substantiated. If it cannot be, it is not used. I don’t like to say things that practically cannot be fulfilled and only create false expectations for the sake of sales. I cannot make false claims and mislead the consumer in any way. Moreover, I question everything.
Although I realize that if I let marketing strategists run wild, sales would jump, I don’t want to do that because it is extremely important for me to follow my principles and offer only things I am absolutely sure of, and accordingly to claim only things I know are true and can prove. I have had good, very good, but also not-so-good developments. Not all the products I have made have been extremely successful, but thanks to failures or negative comments, which I personally monitor, I manage to reformulate my products so that they help more and more people. It is precisely from negative comments that I can extract information on what needs improvement. And I improve it. Every new product is better, and the progression is felt in the loyalty to BRAVE. NEW. HAIR. among consumers. I also realize that if I like something, it doesn’t mean others will like it too. I always expect the products I create to have a specific and targeted effect. That is, they are not intended to “treat” or “revive” non-living hair, but to aim to achieve a specific effect that a particular hair needs.”
Many other facts can support our claim that Lidia is our inspiring BRAVE. NEW. Hair Encyclopedia. In one of the upcoming posts, we will also tell you about the way BRAVE. NEW. HAIR. was created.
We will be talking a lot about hair and scalp care. If you are curious to read more, follow our blog dedicated to conscious hair care.
