W — Wonderful
Results you can see, and see again. Visible change in how hair looks and in how it is actually doing — not one good wash day.
We learned hair from the people who fix it for a living.
Since 2010 in the Dominican Republic. Since 2013 in the United States.
2010 — Dominican Republic
It started on the professional side of the counter
Sarise Cosmética opened in June 2010 with a plain purpose: supply the professionals who do hair for a living, and help them get better at it.
That meant more than moving boxes. It meant building long relationships with stylists, salon owners and distributors — people who see a hundred heads of hair a week and will tell you, without flattery, what worked and what did not.
More than fifteen years later, that is still where our product knowledge comes from. Not a focus group. A salon chair.
2013 — The United States
Then we met every kind of hair at once
In 2013 we began introducing our products in the United States. It changed what we thought we knew.
One salon here might see relaxed hair, a fresh keratin treatment, bleached ends, 4C coils and colour-damaged lengths in a single afternoon — textures, chemical histories and conditions that each need a different answer.
Our network grew across the country: salons, stylists, distributors, independent professionals. So did the standard we had to meet.
The line
So we built WIU LINE Hair Care
WIU LINE came out of everything Sarise learned distributing other people's products. A professional line of our own, built on one rule: understand the hair before you treat it.
It is made to stay with you through the whole service — the diagnosis, the choice of treatment, the application, and the eight weeks afterwards when the result either holds or it does not.
The name is the method.
I — Intensive
Formulated for a specific job. Each treatment answers a particular need of the hair fibre instead of promising everything at once.
U — Unique
No two heads of hair are the same. Yours has its own porosity, history and damage, and it deserves to be read before anything is applied.
Education
We teach the protocol before we sell the bottle
The best product in the world fails when it is used on the wrong hair, in the wrong order, at the wrong strength.
So technical training is not a side project for us. We run workshops, demonstrations and formative sessions for beauty professionals, covering hair diagnosis, correct product use, treatment protocols and how to hold a result once you have it.
It is the same belief behind everything we write for you: find out what your hair actually needs first. Choosing the product is the easy part.
Built for the hair people actually have
Damaged and chemically processed
Reconstruction and protein work for hair carrying relaxers, keratin, bleach, or years of heat.
Frizz and humidity
Control that holds in real weather, without coating the hair or weighing it down.
Curls, coils and 4C
Specialised care for textured hair, including our Kinki Hair 4C and Afro Active work.
Colour-treated and blonde
Nourishing and strengthening for hair that gets lifted, toned, and lifted again.
Hydration, nutrition, reconstruction, strengthening, frizz control and the upkeep of chemically processed hair — across Protein Plus, Collagen Infusion, Intensive, Anti Frizz, Reconstructor, Botox Capilar, Stem Cell, Kinki Hair 4C, Afro Active, Serum Repair, Oat and Coconut & Almond, plus professional ampoules for work done in the salon.
A philosophy of growth
Sembrar · Regar · Cosechar
Sow, water, harvest. Three words that have decided how this company grows, from the first shipment in 2010 to whatever we do next.
Sembrar
Sow
Find the opportunity, build the relationship, lay a foundation that will take weight. Everything we have started — the company, the line, every partnership — started here.
Regar
Water
Keep it alive. Education, discipline, innovation, service, and turning up every day. This is the unglamorous part, and it is where quality actually comes from.
Cosechar
Harvest
Results, shared. With the clients, colleagues, distributors and professionals who built them alongside us. Growth counts for more when it is not yours alone.
Our essence
We work on the inside of the hair to reflect beauty on the outside.
Sarise Cosmética — Distribution · Education · Innovation · Development
WIU LINE Hair Care — Wonderful · Intensive · Unique
Since 2010, developing solutions and opportunities for the professional beauty industry. Since 2013, expanding our presence beyond our borders.