Honma Tokyo is a Brazilian cosmetics and personal care company based in São Paulo, SP, producing formaldehyde-free straightening products, hair botox and treatments. It is one of the best-known Brazilian brands in straightening and smoothing products aimed at export. It participated in the official Brazilian pavilion of the Beautycare Brazil program at Beautyworld Middle East in Dubai, the sector's reference trade show in the Middle East and a distribution hub toward the Gulf and North Africa.