There’s something about Brazilian women that oozes sex appeal. Maybe it’s all that volleyball beside the ocean and drinking Acai juice. Somehow, London living doesn’t result in the same sun-kissed, radiant bombshell beauty that Rio de Janeiro is famed for, but there is hope in the form of Maximiliano Centini.

A fairly unassuming salon on the New Kings Road, the owner, Max, takes a highly involved role in all aspects of the venue, including his ambition to make the salon entirely carbon neutral by 2011. Passionate and charming, Max’s energy is infectious and nowhere more so than his newest signature hair treatment—the Brazilian Blowout. Infused with high quantities of the vitamin-rich Acai berry, plus numerous other gloss-giving amino-acids, the treatment takes over 90 minutes and promises to make even the frizziest hair smooth, strong and Giselle-esque for up to 12 weeks.

Despite the length of the treatment, it is made entirely bearable by the owner’s banter and a plentiful coffee supply from the cute retro espresso bar in the corner. And it’s worth it too; with a level of gloss and shine that Max declares, “the best 3-month confidence boost in the world.”