Truss Professional hosted the #inbeautyweTRUSS Launch Party on October 27, 2016 at the Buddakan restaurant in New York City, to celebrate the debut of Truss Professional in the U.S. and the launch of the new Alexandre Herchcovitch Truss haircare line. was an outstanding success.

Truss Professional, founded in Brazil, is a full-service manufacturer of haircare, styling, smoothing and hair color solution for salons.

“We are so excited to be hosting this launch in New York, a vibrant city known for it’s fashion, trends and culture, as well as home to NY Fashion Week, where every year fashion leaves the past behind and looks forward to the future,” says Manuella Bossa, CEO and Founder of Truss Professional. “Truss is deeply rooted in fashion, while marrying state-of-the-art technology and natural ingredients to deliver exceptionally beauty hair results to our clients.”

Every season, the renowned fashion designer, Alexandre Herchcovitch, creates a new package design for Truss Professional inspired by the collection he presents on the runways. The product formulas are rich in hyaluronic acid, an anti-aging ingredient used in most skin cosmetics, to stimulate growth and fill porosity levels in hair.

In addition to revealing the new line, guests had the opportunity to mingle with social media mavens like Rachel Apollonio, Camila Senna and top stylist/barber Lena Piccininni, as well as Real Housewives of New Jersey stars Teresa Giudice and Delores Catania.

For more information on Truss Professional, visit usa.trusscosmetics.com.