Beauty even takes priority in the poorest neighborhoods, like Rocinha. "It is the biggest slum in Brazil, and although women here earn a lot less, you can find as many beauty salons here as you'll find anywhere else in the city," Ilana says.
Although many Brazilians have dark, wavy hair, Ilana says the new trend is blonde, straight hair. "People will go to great lengths to highlight their hair and have permanent straightening," she says. Ilana walks into a salon in Rocinha and finds a woman who says she spends nearly half her salary on beauty treatments!