When you think the words "Brazil" and "hair" your thoughts most likely go one of two places. I want to introduce a third into the mix -- don't worry, your indoctrination will remain above the waist.

Hair burning -- precisely what it sounds like -- is a booming business in Brazil where the preponderance of mulheres are blessed with very thick heads of hair. The process, called velaterapia, employs an open flame to singe away split ends and purportedly strengthen the hair while its at it.

Done in salons across the vast country, velaterapia, according to Sao Paolo's Laces and Hair Salon. "cauterizes the hair, leaving behind a passage of nutrients to its interior, removes split ends and the impermeability of the hair caused by brushing and other chemicals" or, as Elle.com explains, "Velaterapia is a process in which the hair is separated into small sections, twisted, and then put under a flame. The burning causes the damaged parts of the hair to stick out: They are then trimmed, and the rest of the hair is given a deep, conditioning treatment." Fans of the 3-hour-long procedure get it done like clockwork up to 3 times a year.

Why (and how) does this work? Theoretically the flame opens the follicle so that it's better ready to absorb the conditioners.

While the practice isn't yet performed (above board, anyway) in the U.S., I suppose that, as with any other trend, it's just a matter of time. Although, when you consider the safety and subsequent insurance ramifications ... I can see the Geico commercial now.