Is this the strangest beauty regime ever?

The World Cup has suddenly thrown Brazil into the spotlight and everyone is watching it in all its glory.

However, there is way more to the city than several albeit gorgeous men kicking a football around, One part of Brazil has been kept a secret – a beauty regime that might stun even the most hardened beauty fanatic.

In hair salons all across the country, women are burning their hair in a treatment known as velaterapia.

This involves putting the hair into sections, twisting it and putting a flame underneath to make the damaged hair stick out which are then snipped. We are terrified at the very thoughts of this happening to our beautiful hair.

Apparently, the burning makes the hair more receptive to conditioning treatments and only takes about three hours.

We might give this a try the next time we are passing through Brazil.