E V I S LU C X E AN ECTION SEL BEST E H T E D F A O M S T C U PROD BRAZIL IN G DIN S A E L FOR RIBUTOR DIST
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DeBRITO
COME AND GET TO KNOW THE POWER OF THE BEAUTY MARKET. THE 3RD COUNTRY IN THE WORLD IN HAIR CARE PRODUCTS CONSUMPTION.
Business opportunities with Brazilian brands. High-end pavilion dedicated to striking Brazilian Beauty brands. Come and visit us! Cosmoprof Bologna – Pavilion 37A March 14th to 18th, 2019
THE LARGEST BEAUTY FAIR IN THE AMERICAS.
BEAUTY FAIR’S DIRECTOR
Cesar Tsukuda
INSTITUTIONAL RELATIONS AND EDUCATION PROGRAM
Marie Suzuki Fujisawa COMMUNICATION AND CONTENT MARKETING
Deborah Huff
DIGITAL MARKETING
Karina Melo
SALES MANAGER
Mara Carneiro
SALES EXECUTIVE
Guigui Lago Patricia Dias Fernanda Gonçalves Kellen Cyrillo
BUSINESS DEVELOPMENT
Patrizia Battaglia
EDITORIAL STAFF
Fabíola de Freitas (editor in chief) Janaína Alves (journalist) Shâmia Salem (journalist) Raphaella Baptista (designer) Rubi Okamoto (designer) Douglas Lastri (digital retouch) Cilene Rondolfo (translator) Maria de Lourdes Pedrosa (translator) Raysa Cacheli (translator) PUBLICITY
Rua Galvão Bueno, 41 – 9º floor Liberdade – São Paulo, SP – Brazil PUBLISHER AND MANAGING DIRECTOR
Roberto Pissimiglia
EXPORT BUSINESS DEVELOPMENT MANAGER
Pier Giorgio Scrimaglio pg.scrimaglio@estetica.it
Edizioni Esav s.r.l.: Via Cavour, 50 10123 Torino (Italy) Tel.: +39 011 83921111 Fax: +39 011 8125661 info@estetica.it www.estetica.it PRINTED IN ITALY. Registration n. 435 of 7.4.49, Turin Law Court. All rights reserved. Reproduction in whole or in part of texts or photography is prohibited. Manuscripts, photographs and art are selected at the discretion of the publisher free of charge (advertising excluded). Whether published or not, no material will be returned and remains the property of the publishing house, which may make use of it as seen fit. This may include the withdrawal of publication rights to other publishing houses. Estetica requires exclusive publication rights in the hairdressing sector for all photography submitted which must not therefore be offered for publication to other magazines in the hairdressing trade or industry.
First edition | March 2019
Cesar Tsukuda Beauty Fair’s director
THE BRAZILIAN BRANDS THAT DO IT BETTER This is the first edition of the special "ESTETICA BEST IN BRAZIL", a publication that aims to transmit to companies around the world information about the Brazilian beauty market and how the country has development a wide range of products for different colors and types of skin and hair targeted at the professional and end consumer. We proudly present renowned brands with many years of history founded in our country. In fact, it is worth mentioning that the stories of these companies are completely aligned with technology, innovation, excellence, quality and, of course, respect for the environment. And all of this, always on behalf of people and beauty. Facing a scenario of opportunities that the global market presents, Beauty Fair, has the mission of developing the beauty sector, took to Cosmoprof, in March this year, Brazilian brands to show their products and, thus facilitating the path between Brazilian brands and the global market. And, in the next few pages, you will find more than success stories from many of these brands. You will know a little more about the purposes of each brand, best-selling products and will understand why these companies deserve to be known and to stand out globally. After all, a market that is positioned as the fourth largest in the world, in terms of world beauty consumption, and which, according to Euromonitor data it had a 26% increase in consumption in 2018, compared to 2013, needs to show the world its potential through responsible companies that follow international standards and rules, and still care about social and environmental issues. And this is the case of the 18 brands that you will find in this edition of ESTETICA BEST IN BRAZIL. It is also worth mentioning that with the Brazilian biodiversity, the products, besides increasingly innovative, they have formulas developed with raw materials from natural sources, making our cosmetics unique. With consumers and beauty professionals becoming increasingly demanding, the bet on products like that is certainly a double gain: to distributors, who can offer quality items; and consumers, who can find great allies of beauty in these products. BESTINBRAZIL
Facts & Figures
BEAUTY, BIODIVERSITY AND EXPORT-TYPE EXPERTISE A number of factors influence the acceptance of Brazilian products abroad, among them the fast incorporation of national companies into global movements, such as preference for formulations with natural assets; and the investment in high technology, stimulated by the rules of internationalization and internal competitiveness. Add to this to this the miscegenation of the population, seen as a certificate of care and respect to different colors and types of skin and hair; and the efforts of the entities specialized in the promotion of brands in the largest and most important fairs around the globe. As it turns out, the path is ready, and the national industry is also ready to explore it. Several indicators show Brazil's vocation to grow in the international market. "In 2018, the Americas, Europe and Asia were our biggest buyers, with the shipments to the two main destinations, the United States of America and Argentina, have grown in the last year and are responsible for 30% of the total exported", said Sarah Saldanha, manager of internationalization of National Confederation of Industry (NCI). According to her, the passport for success is also in the capacity of the sector to add value to companies all over the country, thus there was an increase in the regional concentration of exporters - Rondonia, Pernambuco and Goias inserted their brands in Sao Paulo, Rio de Janeiro, Paranรก, Minas Gerais and Rio Grande do Sul, respectively. Another indication that size isn't an impediment to the internationalization is that from 375 Brazilian companies that exported cosmetics in 2018, 125 are small and 75 are microenterprises.
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MAIN DESTINATIONS OF BRAZILIAN PRODUCTS
COUNTRY
2017
2018
U.S.
US$ 142.166 US$ 145.245
Argentina
US$ 100.153 US$ 110.461
(The Netherlands)
Netherlands
US$ 64.440
US$ 60.303
Mexico
US$ 51.287
US$ 50.383
Germany
US$ 49.468
US$ 49.071
Chile
US$ 48.884
US$ 47.725
Colombia
US$ 47.076
US$ 47.154
China
US$ 31.060
US$ 34.629
India
US$ 30.719
US$ 31.147
Japan
US$ 22.720
US$ 28.540 Source: CNI
Main products exported Essential oils, orange 2017
2018
US$ 242,164.28
US$ 257,317.58
Other hair preparations 2017
2018
US$ 75,542.06
US$ 80,421.14
Among the main products exported are essential oils and hair products, with orange essential oil representing 29% of the tariff and growing 6% in the last year. Source: CNI
ABOUT LOCATION* OF THESE BRANDS
Shampoos 2017
2018
US$ 40,263.26
US$ 43,135.31
Body deodorants and antiperspirants 2017
2018
US$ 35,004.50
US$ 34,828.98
Other beauty or make-up products 2017
2018
US$ 24,628.06
US$ 32,180.21
Beauty creams, nourishing creams and tonic lotions 2017
2018
US$ 26,325.22
US$ 23,586.41
182 are in São Paulo 36 in Rio de Janeiro 33 in Paraná 32 in Minas Gerais 18 in Rio Grande do Sul 15 in Santa Catarina 10 in the Holy Spirit 9 in Rondônia 5 in Ceará 5 in Pernambuco
5 in Goiás 4 in Maranhão 4 in Bahia 4 in Pará 4 in Mato Grosso do Sul 2 in Roraima 2 in the Amazon 1 in Alagoas 1 in the Federal District 1 in Piauí
*two did not declare their home states
Source: CNI
BESTINBRAZIL
Facts & Figures
In 2018, 375* Brazilian companies that exported cosmetics:
75 are microenterprises
125 are small
48 are medium-sized
*all 32 missing did not report their status
Latin America and beyond The United States of America is a great Brazilian trading partner , but we have to point the growth of the Latin American market, especially Mexico, Argentina, Chile and Colombia, "The identification of Colombians with the Brazilian capillary vanity has encouraged negotiations between the two countries, which are facilitated by similar language and geographic proximity. Both are relevant factors for micro and small companies, and beginners to internationalization, which generally feel more determined to prospect a public with better purchasing power, such as the United Arab Emirates, and participate in important trade fairs, "such as Cosmoprof, in Italy", says Sarah Saldanha, manager of internationalization at NCI. Iva Cardinal, business consultant specialized in the personal hygiene, perfumary and cosmetic market, from Porto Alegre, agrees with her. "In the last years, the efforts of institutions such as Apex (Agency for the Promotion of Exports and Investments), Abihpec (Brazilian Association of Personal Hygiene, Perfumery and Cosmetics Industry) and the NCI itself in assisting entrepreneurs who probably wouldn't have conditions of going abroad by themselves or even
6 BESTINBRAZIL
act in the promotion or disclose the brands ,were fundamental factors for the good acceptance of Brazilian products and the perception of the seriousness of our industry", says. But not only that. "Other engines of Brazilian cosmetics export include the use of natural ingredients from 95 are our biodiversity, with certificate large of origin and good practices of Source: CNI extraction and handling, mainly those related to the Amazon, that being so relevant, there is no need to explain to the foreigner what açaà or andiroba is, for example. And, for sure, the beauty of the Brazilian woman, who still stands out among other great competitors such as Italy, Russia and Croatia. By the question of sensuality coming from miscegenation, it stimulates the imaginary that we have expertise in products from different types and colors of skin and hair. What, in fact, is real'', says the consultant. It is important mentioning that this worldwide movement to valorize and celebrate the differences, be it by taking on one`s own hair, by being proud of the skin color or direct purchases through more ecological choices, has also valued the product customization carried out by some national brands. According to AbihQpec`s 20192020 Trend Notebook, produced in partnership with Sebrae (Brazilian Service for Support Micro and Small Enterprises), in Brazil, brands that export to the Middle East are concerned about producing halal cosmetics, that is, according to the rules of Islan, for example. Shortcuts to export safely With half century of existence, Yama Cosmetics, in Sao Paulo, crawls on export.
"Last year we joined the ArabBrazilian Chamber of Commerce to help qualify customers. The values achieved are still insipient, but okay, because this moment is to understand this new business and don't let us lead by attractive offers, but sometimes not trustable and maybe hurt future transactions."
to your business and the country of interest and everything else that, for inexperience, we would not even know where to start looking for, "he confesses.
Facade of Natural Beauty Store, New York (USA)
Paulo Yamamora, export director of Yama This preparation included the structuring of an internal department focused on internationalization, the verticalization of the production process, from packaging to bottling and labeling, and the sureness to the team about the importance of achieving excellence in production. "We work with the premise that cosmetics have to be qualified for export even if they are not exported. This has led to a new culture of excellence, generated more value for the brand, improved visibility with the internal consumer and motivated R & D personnel not only to create commodities, "he points out, emphasizing the importance of associating with entities of internationalization. "It is very expensive and exhausting to explore overseas on your own, but when you join a retinue, you have specialists who provide everything: adequate infrastructure to attend fairs, visits to sanitary departments and commercial stands, contacts with potential clients and local entities, government and embassy, information relevant
Leila Velez, founder of Natural Beauty
SERVICE THAT PUSHES ON THE PRODUCT AND VICE VERSA
Without abandoning the philosophy of only commercialize their hair cosmetics for the client that before is consulted by a personalized assessment of the threads, the Natural Beauty Salon from Rio de Janeiro opened last September the first branch abroad. Located in Harlem, the iconic Afro culture neighborhood in the United States, the area occupies 600 square meters and is at 125th Street, which has the second largest volume of pedestrian traffic in New York, just behind Times Square. BESTINBRAZIL
Facts & Figures
"We have done an in depth study of the behavior of the American women and our findings are being confirmed in everyday practice: prior consult and customized advice on hair attracts attention even from online shoppers who have a huge variety of brands to choose from, but, none that offer this type of service, focused on meeting the individual needs. Add to this the fact that we offer treatments that do not change the structure of the yarn, which is in line with the tendency for valorization, acceptance and pride of personal beauty, which gains more and more strength with female empowerment; as well as our 25year expertise in serving different ethnicities due to the Brazilian miscegenation and the label which explains the process of co-creation for clients and the effectiveness surveys conducted. The final charm comes through the richness of the formulations, which include raw materials of Brazilian biodiversity." Leila Velez, co-founder and CEO.
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According to her, this model of management and expansion of the international unit, which is the same adopted throughout the network, - which includes 23 beauty hair salons and 17 product kiosks in five Brazilian states, five technical development centers and one own factory that produces monthly 180 tons of cosmetics to serve more than 130,000 customers per month - was thought with a view to export the brand. "This business structure, with smarter units, resource optimization and technological expediency for innovations, was designed in partnership with Columbia University in the United States. Over the two years we have participated in the EclaCLA program of entrepreneurship and competitiveness in Latin America, which helps executives achieve the power to expand their brand with sustainability, "explains Leila Velez, who with this project joined the Young Global Leaders from the World Economic Forum in Switzerland and its partner, Zica Assis, for the list of Forbes magazine's 10 Most Powerful Business Women in Brazil.
Natural Beauty Store, New York (USA)
GOOD PERFORMANCE. AND IT CAN GET EVEN BETTER! According to Euromonitor International, from 2013 to 2018 Brazil rose two positions in the world ranking of exports of cosmetics, going from 24th to 22nd, moving from US $ 689 million to US $ 1 billion. In the same period, Korea South Korea rose from 21st to the surprising 7th, multiplying by more than four times its turnover, which jumped from US $ 1.276 billion to US $ 6. 155 billion. The Korean figures are even more impressive compared to the growth of the three largest powers: France and the United States, which remained in the 1st and 2nd place respectively, and increased their earnings by around US $ 3 billion each, and Germany, which preserved its third place during these five years and had an increase of US $ 1 billion in that period.
TEN LARGEST EXPORTERS + BRAZIL COUNTRY
2013
2018
RANKING 2013
RANKING 2018
France
US$ 16,678 BI
US$ 19,950 BI
1st
1st
U.S.
US$ 11,107 BI
US$ 14,462 BI
2nd
2nd
Germany
US$ 10,830 BI
US$ 10,919 BI
3rd
3rd
Ireland
US$ 8,191 BI
US$ 9,890 BI
4th
4th
Singapore
US$ 4,599 BI
US$ 7,925 BI
6th
5th
United Kingdom
US$ 5,244 BI
US$ 6,514 BI
5th
6th
Korea/South Korea
US$ 1,276 BI
US$ 6,155 BI
21st
7th
Italy
US$ 4,353 BI
US$ 5,734 BI
7th
8th
China
US$ 3,572 BI
US$ 5,599 BI
9th
9th
Spain
US$ 4,971 BI
US$ 5,007 BI
8th
10th
Brazil
US$ 689 MI
US$ 1,011 BI
24th
22nd Source: Euromonitor International
BESTINBRAZIL
Facts & Figures
"Despite all these comparisons, the Brazilian data can also be viewed with good eyes. After all, exporting is a sign of competitiveness, "says economist Henrique Pavan, a master and doctor of economics and a professor at the University Center of Faculdades Metropolitanas Unidas (FMU) in São Paulo. A specialist in economic history, he says that the Korean model is usually compared to the Brazilian, taking into account the directions that each country took after the Second World War. "In the 1960s, Korea was poorer and less industrialized than Brazil, but it changed in the 1980s with an economic policy focused on empowering firms to export. During this period, Brazil also invested in several sectors, but with the focus on the domestic market, even because it is a huge territory, "explains Henrique Pavan. Studies on the subject show that internationalization, whether aimed at exporting
products or opening a subsidiary, for example, is linked to competitive advantages in the domestic market. "You have an economy of scale, as increasing the demand reduces the cost of production and reinforces the need to invest in innovations, which impacts on the national strengthening of the brand," adds the professor. These explanations also help to understand the hunger for beauty of the Brazilians, that even with a lately slow economy didn’t stop the expenses with cosmetics. In other words : in the last five years, the country not only kept its fourth position in the rank among with the 10 biggest consumers of beauty products around the world, according to Euromonitor International, as well as, increased its revenue in more than US$ 7 billion – the double that happened to japan, which is in the 3th position in this scale.
Top 10 Beauty Consumers country
Consumption in 2013
Consumption in 2018
Position in 2013
Position in 2018
U.S.
US$ 75,784 bi
US$ 89,706 bi
1st
1st
China
US$ 40,250 bi
US$ 58,264 bi
2nd
2nd
Japan
US$ 33,466 bi
US$ 36,848 bi
3rd
3rd
Brazil
US$ 27,595 bi
US$ 34,735 bi
4th
4th
Germany
US$ 17,295 bi
US$ 19,133 bi
5th
5th
United Kingdom
US$ 14,789 bi
US$ 17,251 bi
6th
6th
India
US$ 9,032 bi
US$ 14,921 Bi
10th
7th
France
US$ 14,632 bi
US$ 14,718 bi
7th
10th
Korea/South Korea
US$ 10,397 bi
US$ 12,811 bi
9th
9th
Russia
US$ 8,156 bi
US$ 11,400 bi
11th
10th Source: Euromonitor International
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INTERNATIONALIZE TO GROW INTERNALLY In March of this year, the Goiania Blant Cosmetics landed in Spain and Portugal with her nail care in the luggage. "This is our first step towards internationalization; an idea that emerged in 2014, just four years after the company was founded, and was stimulated by the missions carried out with the support of CNI, Apex and Sebrae. Participating in international fairs has also awakened us to the need to update the concept of the brand, which not only enamel lives the nail, since there is an increasing awareness that health and beauty walk hand in hand, "says CEO Tânia Cardoso. A survey by Euromonitor International with people seeking to live longer and better has shown that they are much more interested in having a healthy appearance than eliminating wrinkles, for example. "Attention to this new world scenario and offer an adequate solution to this demand not only helped us survive the boom of the economic crisis, but also strengthened the brand in the 15 Brazilian states where we operate and opened the desired market in São Paulo, where we participate in Beauty Fair, we entered serious e-commerce sites and major distributors, such as Drogaria Iguatemi and Ikesaki. From this last one we head that we added value to the company and not only filled its shelves ", prouded Tânia, reinforcing that the exportation has focused on the consolidation of the brand in Brazil. "A label written in a foreign language raises the sales and gives more credibility and sophistication to final consumer," she believes. REVENUES COMING FROM OUTSIDE The strategy of Biozenthi Laboratorios Cosméticos's director, Márcio Accordi, from Criciúma (SC), was to think about exporting only after taking his vegan brand to all Brazilian states, and today it can be found in the South and part of the SouthEast and of the North Easte. "Brazil has a huge consumer potential for our product, not only among
vegetarians, but also among those who prefer to buy from companies with sustainable practices, in the case of 29% of Brazilians, according to a Mintel 2017 survey, and those who prefer for formulations with natural origin ingredients and paraben free, or 50% of our population, according to a 2018 survey of Kantar Worldpanel, "he says, who last year saw Biozenthi arrive in Australia and New Zealand.
"Result of a work of a foreign distributor who was interested in the philosophy of the brand. And, to our surprise, this export had a strong impact on the growth of 2017 to 2018, which was 65%, being 15% referring to this commercialization; and an increase of 50% in the first two months of 2019 over the same period last year." Márcio Accordi Biozenthi, geneticist biologist. "In June Biozenthi arrives in Spain at the hands of a celiac distributor interested in our gluten-free cosmetics. Latin America has also been on the radar since we participated in the fair Belleza y Salud 2018, the most important of the sector in Colombia, and businessmen of the region have shown interest in our expertise in epigenetics, technology considered as the future of cosmetics for acting in the DNA of cells and, without modifying it, change the speed of aging"explains Márcio, who is a geneticist biologist. BESTINBRAZIL
BEL COL
TURNING DREAMS OF SKIN INTO REALITY Bel Col Cosmetic Technology specializes in the development, production and marketing of highly technological and effective products for the skin, face and body care. Founded in 1993 in São Paulo, the brand began its trajectory with the release of four different fluids of highly concentrated collagens, an ingredient that is part of the company's own name: Bel comes from Beleza (beauty) and Col from collagen.
THE FIRST PRODUCTS The acceptance of the first products was great and, from the fluids, the company gave rise to the development of other items such as: cleansing milk, tonics, acids, sunscreens, anti-acnes, masks and biotechnological creams that rejuvenate, firm and regenerate the general health of the skin, and all with high cosmeceutical technology. The power of the professional aesthetic market made Bel Col migrate to another target, the professional beautician. Due to the quality and the good yield that its products provided in the process of aesthetic treatments, the approval and partnership of these professionals was immediate. Today, Bel Col’s complete portfolio has over 150 dermocosmetics divided into two lines: Professional, with products intended for use in cabin; and the Home Care line, for daily maintenance and that the final consumer finds in cosmetic clinics and centers.
RenovA Bel Col line has high concentration of Retinol.
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Fabrication of high quality products
REFERENCE IN THE ESTHETIC MARKET Specilized in the development and fabrication of high quality products, the enterprise maintains the commitment straight to the scientific research, always respecting nature. From collagen fluis, has developed a complete line of professional products and home care, using the best of what biotechnology has to offer. The Bel Col products are reference in the professional beauty market. The brand invests constantly in training, infrastructure and works to keep the excellence in production, delivery and support for Brazilians costumers and abroad. With more than 25 years of experience, Bel Col gets consolidates, with credibility, at the main beauty clinics with the best of cosmetic technology.
ABOUT US Company Name:
Bel Col Cosmetic Technology Company Address: Av. Cachoeira, 463 Vila Pindorama – Barueri, SP – Brazil Website: www.belcol.com Started in: 1993 President and founder: Marilene Mendes Coelho Global Commercial Director: Ariel Tavares Export Director: Nayara Coelho Number of employees: 60 Main brands: RenovA, Renove C, Bel Col Collagen, Solectiv
RENO
BEAUTY BOOSTER
A dream of skin for life Importers, please inquire about availability in your country comex@belcol.com.br
COSMÉTICS
RAIZ LATINA
NATIONAL AND INTERNATIONAL RECOGNITION Cosmética Raiz Latina was created in the 2000’s, in order to provide solutions in health and hair beauty for the professional market. The brand is the first hair cosmetics company located in the region of São José dos Campos, interior of São Paulo, where the cradle of the country's state-of-the-art technology is located, in the Rio-São Paulo axis. Quality certified by manufacturers and suppliers makes Raiz Latina one of the best brands in the market. Founded by Telma dos Santos and Marcos Pocardich, the company's structure has a team of 14 internal employees and about 300 people involved in manufacturing and processes, in addition to more than 82 indirect distributors.
ABOUT US Company name:
Raiz Latina Capillary Cosmetics
Telma Santos, Raiz Latina's founder
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Company Address: Rua Búzios, 121 – São José dos Campos, SP – Brazil Website: www.raizlatina.com.br Started in: 2000 Global commercial director: Telma Santos Export Director: Telma Santos Number of employees: 18 direct and 80 indirect Main brands: Escova Acetinada, Densidade, Honey Color, Blond, Hair Care, Linha Ouro, Discipline, Professional, Brush Fresh
Raiz Latina factory, the first hair cosmetics company located in São José dos Campos (SP)
Present in all regions of the country, Raiz Latina has in its portfolio about 150 products divided into 10 lines destined to the most different needs and types of hair. Scientists and technicians are constantly looking for revolutionary actives as well as new technologies and the brand reinforces that its greater investment is in quality raw materials and natural actives, always respecting all ANVISA standards. Raiz Latina also bets on the development and improvement of its distributors team and professional hairdressers and therefore offers throughout the year numerous workshops, lectures and events. HISTORY OF SUCCESS The hair cosmetics company certifies its recognition and growth through several awards it receives. On the list, there are 22 national and international awards in total, such as "Top of Quality", given by the Brazilian Parliamentarians Order; "Quality of Business International" of 2009 and 2012 as quality standard company; "Best Enterprise" at the 2017 European Awards Night in Cannes, in France.
STAR PRODUCTS REASONS WHY 19 years in market 100% Brazilian company Portfolio with more than 158 products Use of Brazilian flora inputs products for professional use of processing, treatment and chemicals Does not test on animals Create and offer solutions with extraordinary qualities and results in salons and also in home care use Technical and commercial support Provides free training for sales staff Promotes courses and workshops for hairdressers throughout Brazil Latest awards received: The Best Interprise, Cannes (France), Oscar Projeção Nacional & Êxito Profissional 2018; The Winner Trophy Awards (São Paulo); The Best Businessmen N.York (Castle Hotel and SPA); The Best Companys N.York (Castle Hotel and SPA); The Best Personalities N.York (Castle Hotel and SPA) International interests with foresight in the US, Colombia, Chile and Europe
Escova de Densidade Treats the hair string from the inside out, redensifying and increasing the diameter of the damage hair.
Linha Cachos The products, especially designed for all types of curls, are responsible for defining, controlling the volume and facilitating the looseness of the curls, promoting hydration and nutrition. All items are free of parabens, silicones, dyes and salt, and their active ingredients are 100% vegetable.
Escova Acetinada Developed for hair mass replacement, cauterization, keratinization and damage reconstruction caused by mechanical actions, chemical and natural processes. Its formulation has as its main active the "silt", mineral compound extracted from the black mud of the Dead Sea. It presents visible results as soon as the first application is made and the kit, containing five itens, is professional use only. BESTINBRAZIL
DANA COSMETICS DANA PERPETUATES BEAUTY THROUGH DECADES Dana was founded on August 22, 1932 in Barcelona, Spain, by the young perfumer Javier Serra, and the Tabu colony was the first success of the brand. The company has expanded worldwide, with operations in the United States, England, Spain, Canada and Brazil. In Brazil, its activities began in 1956, in the city of Vinhedo, in the interior of São Paulo, where 103 direct employees work, in addition to outsourced partners in four manufacturing units. Following the Spanish history, sales in Brazil also started with the Tabu brand, and then the company acquired other brands that are leaders in efficiency and results, such as Herbíssimo, Depilsam and Tênis Sec. In 2005, with the conclusion of the merger process of the subsidiaries around the world, Perfumes Dana do Brasil started to follow its own guidelines, while maintaining contact with the other subsidiaries.
Dana’s male and female deodorants line
Currently, the brand portfolio has more than 102 SKUs and the products are present in more than 100 thousand points of sale in the country. Over two million units are sold per month, which makes the company one of the leaders in cream deodorants in food retail, position achieved throughout its 60 years of history.
ABOUT US
Company name:
Perfumes Dana from Brazil S.A.
Alberto Romano Filizzola, Perfumes Dana's president
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Company Address: R. Atlântica, 311 – Jardim América São Paulo, SP – Brazil Website: www.perfumesdana.com.br Started in: 1956 Founder: Javier Serra President: Alberto Romano Filizzola Global Business Director: David Robson Papa Number of employees: 100 Main brands: Tabu, Herbíssimo, Tênis Sec, Depilsam
TRADITION Created in 1980 in Spain, the Herbíssimo Line has been in Brazil since 1987. The products are made with natural ingredients, fresh and ozone notes. The deodorants in Creme Bioprotect and Creme Hydra+ have in their technology natural oils that act in a synergistic way, gradually eliminating the bacteria that cause bad odor. Herbíssimo Antiperspirants contain the natural compound Green Tech Complex that protects and takes care of the armpits, making the skin healthier. Besides the tradition of deodorants, the brand has the Depilsam, a century-old brand that has always been at the forefront of products for hair removal.
Uniting tradition and innovation. Dana CosmĂŠticos has been present in the Brazilian households for more than 60 years. With a complete line of products to take care of the body, hair and nails, it invests constantly in technology, exclusive actives and new fragrances for its products. With the modernity and practicality of a company that knows how to reinvent itself every day, Dana CosmĂŠticos is the tradition of taking care of beauty always in a new way. PERFUMESDANA.COM.BR
DOMPEL DOMPEL TAKES EXCELLENCE IN DESIGN TO THE MARKET Founded 38 years ago, Dompel is a Brazilian company that offers a full range of products for professionals and beauty lovers, among them furniture for salons, accessories, electro portables and equipment for professional tattoo artists. Today the company has more than 3,000 points of sale in Brazil, and exports to over 15 countries in the world. Since its foundation in 1980, Dompel has invested in state-of-the-art technologies and equipment, which help optimize the flow of production processes and increase the quality of its products. Through ethics, the company seeks to be a reference in the furniture and accessories market for the beauty segment, with quality, costbenefit, service efficiency and customer loyalty.
Furniture for salons, accessories and electro portables are part of Dompel's portfolio
Jobem Donada, founder of Dompel and his wife Cleudete Donada
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Aerial view of Dompel's factory located in Caxias do Sul (RS)
EXCLUSIVE DESIGN Dompel develops and manufactures all its molds, taking special care with the finishes of all its products, thus ensuring excellence in every detail. For the brand, design means much more than creating beautiful products; means to meet, with balance, the parameters of a universal project in product development. The company takes the creation of products so seriously that keeps a team constantly applied in collecting market information, to update itself in relation to the new trends in Brazil and in the world. Utility, comfort, sustainability and durability are the premises of Dompel.
ABOUT US Company Name:
Dompel Salon Furniture and Beauty Care Accessories Company Address: Rua Barão do Amazonas, 10 Bairro Diamantino – Caxias do Sul, RS – Brazil Website: www.dompel.com Started in: 1980 President and founder: Jobem Donada Number of employees: 113 Main brand: Dompel
ECOSMETICS
INTERNATIONAL SALON
TECHNOLOGICAL INNOVATION COUPLED WITH SOCIAL AND ENVIRONMENTAL RESPONSIBILITY In 2002, the dream of the entrepreneur Edson José Borgo came true with the foundation of ECosmetics International Salon, a company located in the south of Bahia, Brazil. It is a 17-year-old history that is based on innovation and technology, which can be proven through more than 300 items in its portfolio. The company has an industrial yard of 10,000 square meters and modern equipment, such as high performance reactors, electric boilers and pneumatic packaging. This megastructure has the capacity to produce about 24 tons of products per hour and it is in its own laboratories of Microbiology and Control and Quality Assurance that the formulas are developed following an internal quality policy and standards of ISO 22.716. All raw materials are extracted from nature in a sustainable way and the products are environmentally friendly. The water ECosmetics's star products treatment and the industrial waste treatment are part of the routine of the brand, which also does not test any of its products on animals. Pharmacists, chemical engineers, biologists and renowned hairstylists test and approve the Company Name: items developed in laboratories and technical ECosmetics International centers of ECosmetics International Salon. Company Address:
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ABOUT US
17 year old company located at Bahia
Edson José Borgo, ECosmetics' founder
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Salon
Rodovia BR 101 – KM 888 Teixeira de Freitas, BA – Brazil Website: www.ecosmetics.com.br Started in: 2001 President and founder: Edson José Borgo Global Commercial Director: Antonio Miguel Valentino Export Director: Braulio Dal Piero Number of employees: 57 Main brands: ECosmetics, Sol Beauty Care, Woodman
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• Single step • Formol free • 100% straight guarantee. • 100% worldwide registration guarantee
FELPS
PROFESSIONAL
QUALITY REFERENCE “MADE IN BRAZIL” On one side was Cleiton, a renowned hairstylist and entrepreneur in the resale of multi-brand cosmetics, with solid technical capillary expertise. On the other side, Juliana Piria, an executive with a consolidated career in the financial markets and construction industry, with relevant experience in marketing, commercial department and administration. By joining all the expertise, and the entrepreneurial vein they have, the brothers Cleiton and Juliana created Felps in the year 2004. Felps means Special Manufacturing of Lotions and Superior Products and was already born with excellence in lines of transformation for professional use and continued diversifying its portfolio by investing in home care products and items for men use with the brand Felps Men. Anchored in values such as quality, technology and customer satisfaction, Felps Professional has built up throughout its brief history a positive reputation among the professionals of the beauty universe and final consumers. According to the founding partners, nothing would have been possible without the faith they have always had in the brand's potential and in the investments made, always having as a reference the quality standard of "Made in Brazil" products. In addition to the quality of the items it develops, the brand believes that its growth is linked to the proximity it has with consumers. On their site, for example, there is an open channel where they receive opinions, suggestions and
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Felps Professional Industry in São Paulo (SP)
Trial of Felps’s products
contributions and this interaction has been fundamental so that the brand can understand the needs of customers and thus continue to develop the products according to the desire of those who consume the brand, whether it is a professional public or an end consumer.
ABOUT US Company Name:
Felps Professional Company Address: Friedrich Von Voith Street, 806 – Jardim São João – São Paulo, SP Website: www.felps.com.br Started in: 2014 President and founder: Juliana Piria and Cleiton Vitor Global Commercial Director: Juliana Piria Export Director: Teodoro Malta Number of employees: 45 Main brands: Felps, Professional Felps, Felps Color, Felps Men
The executive Juliana Piria, of Felps Professional
NEW LINE TO MAKE YOU GO NUTS! www.felps.com.br
STAR PRODUCTS CHALLENGES Creating and establishing a high performance professional hair cosmetics brand in the competitive Brazilian market was a challenge, but for Cleiton Pereira and Juliana Piria the answer to stand out was one: to have a differential. And the founders have found in making strategic alliances in the supply chain and in the retail trade the key to success not only at the points of sale but also in the mind of the enthusiastic consumer for superior, affordable products. The recipe for success has worked, once the brand since its foundation has celebrated its growth from aboveaverage percentage figures. Felps, with its purpose and culture strengthened, is a national presence and an already relevant international operation. FROM BRAZIL TO THE WORLD There are only five years of existence, but the Brazilian brand of high performance hair cosmetics is already seeking new flights and expanding its operations in the international market under the motto "Quality Reference Made in Brazil". The construction of this motto is a result of media actions with press relations, digital influencers and prominent presence in events such as the Dubai Fair, as well as the entry into the market of Saudi Arabia and Ukraine, which took place in the second half of 2018. All this success, the result of much investment in research, follows the trend of the cosmetics market, which has received Brazilian products with great enthusiasm.
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Felps Professional The lines are composed of products for professional use, designed and tested, whose reputation in the market gives Felps a prominent position.
Felps Home Care Treatment and maintenance lines consist of products with a wide range of purposes, from growth, rebuilding, shine and protecting the health and appearance of the hair strands.
Felps Color More than 50 products for coloring and maintenance of color and hair shine. A complete range to sharpen the creativity of professional hairdressers.
Brazilian Buts Line and Line Ômega Zero Unique Nanoplastia Açai Oil Composed of products for straightening treatments and capillary maintenance for professionals and home care.
Felps Men There are more than 20 exclusive products for men's health and aesthetics. The products range goes from treatments, maintenance, finishing and health until skincare items such as shaving creams, shaving and skin cleansing masks.
MADE IN BRAZIL
A COMPLETE STRAIGHTENING TREATMENT FOR ALL TYPES OF HAIR
www.felps.com.br
FIT
COSMETICS
ETHICS, QUALITY AND INNOVATION IN HAIR PRODUCTS Fit Cosmetics was born in 2010 in order to meet the growing demand for quality beauty items. According to the company, provide the best for the female universe through efficient, innovative and sophisticated products are premises, without leaving aside the affordable prices. It is this commitment, including the excellence and continuous innovation of Fit Cosmetics, one of the factors that makes the company grow and gain trust of its customers.
Currently, the company is located in the interior of SĂŁo Paulo and has more than 120 items of hair segment in its portfolio. This diversity of products offers to consumers personalized treatments for each type of hair and visible results from the very first applications. All products have high performance and efficiency to rebuild and protect the structure of the hair strands, as well as provide long-lasting moisturizing effect.
Fit Cosmetics's star products Making labels and packaging for Fit Cosmetics products
ABOUT US Company name:
Fit Cosmetics Company Address: Rodovia Marechal Rondon, 1.442 Parque Empresarial Andradina, SP – Brazil Website: www.fitcosmeticos.com.br Started in: 2010 President and founder: Eduardo Podadeiro Rodrigues Global commercial director: Paulo Sergio de Oliveira Modesto Export Director: Maria Paula Mazetto Number of employees: 22 Main brand: Fit Cosmetics
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MISSION: ATTENDING WELL Among the values of Fit Cosmetics is also the attention, continuous partnership, respect, support and assistance not only to distributors and hairdressers, but also to its employees. With the mission of serving well all partners, the company values ethics, quality and good taste. Factors that, increasingly, consolidate the brand in the cosmetics segment. Present throughout the national territory, Fit Cosmetics reaffirms its responsibility and respect to the consumer guaranteeing excellence and quality in its products for a good final result.
GARDEN FLOWERS RESPONSIBILITY AND COMMITMENT TO THE PROFESSIONAL HAIRDRESSER Founded in 2010 by the businessman Cristiano Compri dos Santos, Garden Flowers is a Brazilian company specialized in the manufacture of products exclusively aimed at hairdressers. Located in the city of Guarulhos, in São Paulo, the company seeks to meet all the needs and expectations of professionals and its clients in the daily life of the beauty salon. Constant investments in research and cuttingedge technology are part of the routine of Garden Flowers, which presents effective results certified by its technical team that is constantly attentive to the strict quality
ABOUT US Company name:
Garden Flowers' Factory
Company Address: Rua José Martins, 02 Parque Renato – Maia Guarulhos, SP Website: www.gardencosmeticos.com.br Started in: 2010 President and founder: Cristiano Compri dos Santos Global commercial director: Cristiano Compri dos Santo Export Director: Guilherme Compri Number of employees: 26 Main brands: Alisamento orgânico (organic straightening), Redutox orgânico e coloração (organic redutox and coloring), linha masculina (men's line)
standards required by ANVISA (Brazilian Health Surveillance and Regulatory Agency). More than producing hair solutions, the company's mission is related to respect, ethics and the preservation of nature. Transparency, social responsibility and sustainability are also the basis of the company and Garden Flowers guarantees its constant growth to these pillars. In addition to a positive acceptance in the segment, the brand aims to expand the distribution network by participating in fairs and events. Today, in addition to the national market, Garden
Garden Flowers Industry of Cosmetics Ltda
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REASONS WHY Products with fair prices and quality Exclusive formulations made in our own industry Development and chemical engineering linked to the research centers of the universities of Harvard (USA) and Kyoto (Japan). Launches an average of seven products per year Products regulated by national and international bodies Regulating stock Closed area distribution Interactive Leadership and Teamwork Facade of Garden Flowers
Garden Flowers' Factory
Flowers serves Latin America, the Middle East, Africa and Europe and it is in Portugal that its headquarters was strategically installed. It is in the Industrial Park of Portugal that the company develops the best in cosmetic actives. To achieve the quality and excellence of its products, Garden Flowers has the best raw materials, besides having its areas of development and chemical engineering linked to the research centers of the universities of Harvard (USA) and Kyoto (Japan). INVESTMENT IN EDUCATION Garden Flowers also has the Garden Academy, located in the city of SĂŁo Paulo, which is a training, education and improvement center for hairdressers. With qualified technicians that seeks for market news to share with other professionals, the school uses the products manufactured by Garden Flowers during the courses. The company takes seriously the education and the importance of knowing how to deal with the products and how to use them in the clients, the professionals at the Garden Academy share all their knowledge and are not restricted only to the city of SĂŁo Paulo. The courses and trainings are also carried out in other locations guaranteeing the access of other people to the knowledge that the company offers. BESTINBRAZIL
STAR PRODUCTS GARDEN-COLOR With silver nanoparticles, collagen and Bio Restore complex, the line provides for the professional the safety of a 100% coverage of white hairs with low amount of ammonia.
GARDEN-REPLENISH SOS + Eliminates chemical breakdown and anti-seizure. Formulation with three times more efficiency, for severely damaged hair chemicals.
GARDEN-MATIZZ SOS + Platinum bath neutralization of oxidation. Luxury blond for longer. Retards oxidation of color and restores the pigments, treating the fiber capillary, keeping the blonde healthy for much longer. GARDEN- REDUTTOX Plastic wires heat sealing relaxation. Garden reduttox, also known like botox organic, is a product exclusively developed for hair with excessive volume, armed or physically abused, who need of a marked reduction in the volume of hair.
GARDEN-CAUTER DETOX Garden Flowers multifunctional treatment made with the new cosmetic actives – Mel de Batata and Óleo de Moringa (Potato Honey and Moringa Oil) - that bring a huge benefit to the cortex of hair strand. It acts on the gradual reduction of volume.
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GARDEN-RESOURCE Biphasic fluid to assist or professional in the clearance of wires, soft brush stroke, brush correction porous and double tips. With assets which rebalance the pH of the wires, protect the color and maintain the hair soft and silky. Perfect in fined hair and extremely fragile. Blocks the action of bleaching powder and chemical properties.
Composed of a blend of organic acids, the Excellence Tree is the straightening most praised among the professional hairdressers. Among its main assets, We emphasize Manuronic Acid and Hyaluronic Acid, which together with noble oils, penetrate deeply into the ffibers, acting on the bridges of disulffide and gives greater durability to the smooth. After the third application the smooth it becomes deffinitive, requiring only retouching at the root.
07 reasons that make Lyotherapy di erent from others: - Can be applied on hair with lights - Can be used bleaching powder the same day - Compatible with any chemistry - Do not yellow the blondes G - Greater durability of the straight hair - Non-ffiber thinning - 4x stronger strands.
BESTINBRAZIL
GR COLORS
EXCELLENCE AND TECHNOLOGY TO SERVE THE PROFESSIONAL With 32 years of experience in the beauty market, Edson Higa and Amelia K. Higa, founders of Fujii Cosméticos, an importer and reseller of professional beauty products, went beyond in its constant quest for quality, technology and respect for the Brazilian micropigmentation professionals. In 2012, the Higa family acquired GR Colors, a company that since 2003 acts in the micropigmentation and permanent makeup market. The brand manufactures and distributes products based on the needs of its customers throughout Brazil and international trends. With hard work, the company’s new ownership increased its manufacturing capacity by 500% in 7 years.
GR Colors staff
ABOUT US
Company name:
GR COLORS Industry and Commerce
Edson Takahiro Higa, GR Colors’ president, nationalized the production of micropigmentation equipment
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Company Address: Av. Brasil, 412 Santo André, SP – Brazil Website: www.grcolors.com.br Started in: 2003 President and founders: Edson Takahiro Higa and Amelia T. Kurokawa Higa Global commercial director: Alessandra Higa and Cristina Higa Export director: Amelia Higa Number of employees: 40 Main brands: GR Basic, Platinum 6000, GR Classic A, Agulhas GR Click-C Needles
EXCELLENCE IN MANUFACTURING With a team of engineers, pharmacists and chemical technicians, GR Colors follows ANVISA's (Brazilian Health Surveillance and Regulatory Agency) standards, including RDC-16, which
REASONS WHY
Quality control test, located in Santo AndrĂŠ - Sao Paulo State
establishes Best Manufacturing Practices for health products in Brazil. The production engineer in charge follows the manufacturing processes closely. The quality of raw materials and finished products are safe guarded by in house pharmacists. Internal audits are carried out every six months to maintain safety and production quality in addition to continuous improvements. Strict follow up to manufacturing processes, standards and respect to all customers is what inspires the GR Colors team daily.
100% Brazilian family business Portfolio with about 20 items Registered by ANVISA (Brazilian Health Surveillance and Regulatory Agency) The company is moved by passion and by the purpose of serving with excellence Machines with One-Year Warranty Offers Technical Assistance even in the Post Warranty period Excellence in service and communication, alignment with the market and trends Continuous innovation and improvement for the Brazilian micropigmentation market
BEST PRODUCTS GR Click-C needles There are several models, from Fine to 7 tips, new models expected to be released in 2019. Great cost benefit ratio. The most popular models are: 1 tip, ideal for eyebrow procedures and micro needling; and 3 tips, indicated for filling and shading in various procedures.
GR Basic Machine Registered with ANVISA. Most affordable model, ideal for beginners and schools. - Power supply voltage 90-240v - Frequency: 50/60 [Hz] - Power: 12 [W] - Pen weight: 73 g
Platinum 6000 Machine Registered with ANVISA. Best cost benefit. Largely used in beauty schools. - Power supply: 90-240v - Frequency: 50/60 [Hz] - Power: 18 [W] - Pen weighs: 70g.
GR Classic A Machine Registerd with ANVISA. Launched at the 2018 Beauty Fair, this is a superior model. - Power supply: 90-240v; - Frequency: 50/60 [Hz], - Power: 12 [W] - Pen weighs: 73g. BESTINBRAZIL
HASKELL COSMETICS
THE GIFT OF THE ONES WHO MAKE BEAUTY Haskell was founded in the 2000’s, in Viçosa, Minas Gerais, by the hairdresser Ana Márcia Sena, who had an entrepreneurial vocation. From a micro-industry, Haskell has become a big company, and has in its portfolio more than 260 products. Present throughout Brazil, from a distribution system that aims the increasing of capillarity, the company, since 2017, exports to the United States and countries in Europe and South America. Among the items that are Haskell's flagships there are the Cavalo Forte line, which provides strength, shine and growth to the hair, and the Mandioca line, which is rich in vitamins and nutrients that are essential for strengthening and intense hair moisturizing.
Haskell’s Industrial Park in Viçosa (MG)
RESPONSIBLE USE OF NATURAL RESOURCES Haskell exists to transform the relationship between people and their hair. More than nourishing, restoring, giving brightness or volume, the company wants to rescue the essence and selfesteem of women worldwide. And Brazil is the inspiration of the brand because it is there that we find precious raw materials that, together with the technologies, result in innovations that reach the consumer in the form of hair cosmetics. Haskell’s goal is to take beauty, self-esteem and well-being to people, without neglecting the care of the environment and the preservation of natural resources.
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Haskell's star products
ABOUT US Company Name:
Haskell Cosmetics Company Address: Rodovia BR – 120 KM 636,9 Zona Rural, Viçosa, MG – Brazil Website: www.haskellcosmeticos.com.br Started in: 2000 President and founder: Ana Márcia Teixeira Sena Global Commercial Director: Ester Nogueira Export Director: Flávia Carneiro Number of employees: 190 (in the factory) and 3,000 (indirect jobs Main brand: Haskell Cosmetics
‘‘The secret of my hair is HASKELL!’’ Brazilian TV Presenter
Contact us: haskellportugal.pt +55 31 3611-7300
administrativo@haskellcosmeticos.com exportacao@haskellcosmeticos.com.br
LOWELL IMMEDIATE RESTORING OF HAIR STRANDS
Lowell Cosmetic's products line
Founded 28 years ago by the businessman Paulo Andrade, Lowell Cosmetics was born with the objective of developing advanced technologies in the creation of treatment and transformations lines that value and respect the particularities of each type of hair. A hundred per cent Brazilian, the brand that is present in the best beauty salons of the country, also has more than 100 products in its catalog among treatment, maintenance, coloring and finishing lines. Products that treat is the idea behind the brand, therefore, all their items contain treatment
ABOUT US Company Name:
Lowell Cosmetics Company Address: Rua do Cubatão, 552 Itapira, SP – Brazil Website: www.lowell.com.br Started in: 1991 President and founder: Paulo Roberto Andrade Number of employees: 300 Main brands: Liso Mágico, Cacho Mágico, Bioplastia, Protect Care, Keeping Liss
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actives, whether it is a transformation or a finalization cosmetic. The products cater for both professional hairdressers and consumers, who can count on home care lines. Situated in the city of Itapira, interior of São Paulo, Lowell maintains a factory and a Product Development and Testing Center, coordinated by the pharmaceutical chemistry Dr. Paula Monteiro Lobato. Furthermore, the brand has a Technical Development Center in Campinas (SP), where the Lowell Cosmetics team offers professional refresher courses and teaches concepts of administration and management on beauty salons for interested professionals. EXTRA PROTECTION Lowell Bioplastia line is produced through an innovative process which make better hair manageability and gives back elasticity, shine and softness to the hair. The products tames hair giving extra protection against oxidative and mechanical damage because of amla oil and amino acids. Lowell Bioplastia line is also responsible to recover damages from root to hair ends since its first application and to prevent split ends formation.
Paulo Roberto Andrade, president of Lowell bets on hair products personalisation
MADAMELIS
COMMITMENT TO QUALITY Since 2009, Madamelis is based on the idea of providing to consumers the best and most developed hair products in the world of hair care. The brand, located in the interior of the State of São Paulo, has been gaining more and more space within the national scene, and now seeks to enchant the world with excellence in capillary results. The raw materials have good quality and are supplied by high standard companies and qualified to meet strict standards of conduct, as well as complying with all the necessary regulations. With its intense search for excellence, the brand also bets on specialized professionals who are able to produce great value-added products.
ABOUT US Company Name:
Madamelis Trade in Cosmetics Company Address: Rua José da Cunha Guedes Brito, 33 Paraguaçu Paulista, SP – Brazil Website: www.madamelis.com.br Started in: 2008 President and founder: José Ricardo Lusvardi de Oliveira President and founder: José Ricardo Lusvardi de Oliveira Export Director: José Ricardo Lusvardi de Oliveira Number of employees: 14 Main brands: Madamelis, Queen Magic
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With more than 95 items in the portfolio, Madamelis meets the hair needs of Brazilian women, who can use the products of the wide line of straighteners and hair reducers, indicated to use by a professional hairdresser, or home care line to maintain the services performed at the beauty salon. FOR ALL Madamelis understand its consumer and because of that offers a wide portfolio with products indicated to different needs. Among existent lines are products for professional treatment, ideal for reparation and shine to the hair; home care, with items as shampoos, treatments and leave-in; alignment of hair, which has among its products a shampoo that straighten and maintain blond hair’s color; organic alignment of hair, with formula that cause no health damage or problems to the nature; and volume reducer, that allows the realignment of the hair.
REASONS WHY Brazilian company Portfolio with 95 items Exclusive formulations with high quality and innovation standards The brand idealizes and manufactures its products Provides training for sales staff with practical and modern resource
MAXIBRASIL PROFESSIONAL QUALITY IS THE DNA OF MAXIBRASIL
Excellence is guaranteed through the quality of all processes
ABOUT US Company name:
Maxibrasil Cosmetics Industry Company Address: Rua Leopoldino de Oliveira, 798 Belo Horizonte, MG – Brazil Website: www.maxibrasil.com.br Started in: 2000 Export Director: Wagner Camillo De Masi Number of employees: 150 Main brands: Maxiline (www. maxiline.com.br), Trattabrasil (www.trattabrasil.com.br)
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Maxibrasil is a truly Brazilian industry, founded in the 2000’s. The essential value of the company is to act ethically and respectfully in relationships with employees, customers and partners, with transparency and social responsibility. Composed of 290 items, the entire portfolio is formulated within the standards required by ANVISA (Brazilian Health Surveillance and Regulatory Agency) and its excellence is guaranteed through the quality of all its production processes and certifications. Present in more than 20 countries, Maxibrasil constantly invests in new technologies and researches, in the constant improvement of the workforce and strict internal controls. A diversity of treatments and beauty cares are available in the market through the two brands of the company: Maxiline and Trattabrasil. PROFESSIONAL BRAND FOR BEAUTY SALONS The qualification of beauty professionals is one of the pillars of Maxiline, pioneer in the development of services, events and products for the training and qualification of hairdressers all over Brazil. Thinking about these professionals, the brand created the Maxiline Academy, an itinerant educational program developed by the technical team.
Trial of Maxibrasil’s products
PREMIUM COSMETIC EXPERIENCE Trattabrasil has as premise of its products the development from the association of senses and design. By creating custom-made treatment products, the retail brand reinforces being one of the secrets of women who are happy every day in every way.
is a genuinely
brand that is inspired by diversity in order to deliver excellent results.
BRAZILIAN
BEAUTY SOLUTIONS
comex@maxibrasil.com.br www.maxibrasil.com.br maxibrasilcosmetics | maxilinebrasil
NATUHAIR COSMETICS
NATURAL BEAUTY IS THE ESSENCE OF NATUHAIR'S MISSION For 28 years, NatuHair Cosmetics delivers to the beauty market products capable of capturing and celebrating the real essence of every woman. Founded in 1990 by the visionary Manoel Antonio Torres, with his experience in the cosmetic industry and surrounded by the wide Brazilian ethnic diversity, the brand is recognized in the national market as a company committed to a smart production process, effective strategic planning and frequent searches, in order to ensure high-performance products. The company offers a complete line of varied treatments and there are already more than 200 products in its portfolio among items for hydration, nutrition, reconstruction, thermal
realignment and others. The products are designed to provide the ideal solution according to the needs of each hair.
ABOUT US Company Name:
NatuHair Cosmetics
Company Address: Rua da Viga, 125 Rio de Janeiro, RJ – Brazil Telephone number: : + 55 21 2187-8100 Website: www. natuhaircosmeticos. com.br Started in: 1990 General Manager: Manoel Antonio Torres Rodrigo Duraes, operation director; Manoel Antonio Torres, president and founder; Igor Torres, executive director
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Directors: Igor Torres and Rodrigo DurĂŁes Number of employees: 348
REASONS WHY Located in the Brazilian cosmetic capital 30 years of success in beauty business over the entire hair cosmetics sector. The company provides excelence in performance because of its commitment in establishing a direct relationship with its clients, meeting their real needs Company values: respect, appreciation, reliability High quality products combined with modern and traditional natural actives that provide a real hair treatment experience Hair care lines designed to solve problems. Created to a directed sales approach and ready to TREAT and PERFORM Strategic partnerships with digital influencers
ENVIRONMENTAL AWARENESS NatuHair is committed to the preservation of the environment and has partnerships with organizations specialized in recycling, ensuring sustainable development for society. The brand is proud to say that it does not test on animals and is currently on the PEA’s list (Animal Hope Project) as one of the Brazilian companies that do not carry out this type of procedure, also following all the safety standards and requirements of Anvisa (Brazilian Health Surveillance and Regulatory Agency) and Inea (State Institute of Environment). The company also values suppliers who prioritize ethics in their processes.
NatuHair's star products
NAZCA
COSMETICS
33 YEARS OF EXCELLENCE IN BEAUTY Nazca Cosmetics is a Brazilian company, with three decades of history, that is constantly evolving from a thorough research and innovation work, which goes from the development of new products to the reinvention of its classics. The name Nazca is a tribute to the Nazca Valley, located 400 km south of Lima, Peru, where giant geoglyphs are found. Based on the mysteries and enchantments of this world heritage is that Nazca established its quality and excellence in beauty. Each year, the brand launches products according to market trends. Moreover, everything that goes to the market has cutting-edge technology and inspiration in the beauty and diversity of the Brazilian women. Its portfolio has about 300 items divided into different lines, and each one is designed to meet the needs of consumers and beauty professionals.
ABOUT US Company name:
Nazca “Your Perfect Curls”, complete line, for all types of curly hair
STRATEGIES THAT WORK More and more connected, the company also relies on social networking trends, to create new products, and bets on digital influencers, to engage even more its consumers. In addition to items dedicated to women, including a line designed exclusively for curly hair, Nazca also develops products directed to children and men, a profile that has increasingly incorporated beauty care into their daily routine. Currently, Nazca exports its products to 20 countries and intends to strengthen its performance in the international market with partnerships in the Middle East, Europe and Latin America. With 38 products adapted in five languages, the brand has attracted partners and customers around the world from its astounding results and easy-to-understand and easy-to-use modes.
Nazca Cosmetics Company Address: Estrada Samuel Aizemberg, 1620 – São Bernardo do Campo, SP – Brazil Website: www.nazca.com.br Started in: 1986 Founders: José Durval Carinhato, Marcos Fernando Carinhato and Sérgio Carinhato Global and export commercial director: Marcos Fernando Carinhato Number of employees: 210 Main brands: Origem, Sfera, Ravor, Power, Sfera Profissional, Acqua Kids, Nazca, Nazca Professional
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Nazca's factory in São Bernardo do Campo (SP)
Maci is, num di publi publius.
RICHEE RICHÉE
PROFESSIONAL
FROM BRASIL TO THE WORLD Richée Professional was born in 2014, inspired by the luxury and quality of the French industry. Even young, the brand is respected among professional hairdressers due to the high quality standards of its products, technologies and research of new ingredients and solutions for treatment and hair transformation. For Richée, extraordinary results are consequences of using the best and most exclusive ingredients, combined with unique manufacturing techniques and rigorous performance and safety testing. The mixture of ingredients is also present in its main lines: Clinic Repair System, PrismColor, Argan & Ojon e Nano Btx Repair. Rômulo Alcântara, Richée’s founder
ABOUT US Company Name:
Richée Professional Company Address: Rua Oneda, 350 São Bernardo do Campo, SP – Brazil Website: www.richee.com.br Started in: 2014 President and founder: Rômulo Alcântara Number of employees: 45 Main brands: Nano Btx, Clinic Repair System, Prismcolor, Riplex, Richée You, BB Illumine, BB Magie Lisse, Liso BB Cream, Argan e Ojon, Bioplástica Capilar, Soul Blond, Soul Chacheada, Blond Blond Platinum.
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Distribution Center in São Bernardo do Campo (SP)
Richée’s laboratory
The brand also has some other lines as BB Illumine that provides good results from a range of different finishing treatments, such as thermal protector, anti-frizz, serum and others. BB Magie Lisee is a brand new product which is a thermoactivated fluid that promotes a smooth and frizz-free effect. Liso BB Cream is a line created to promote a smoothing effect with natural movements and ensure easy hair combing. And last but not least, Synergy Protein is a single step product for hair volume reduction, progressive smoothing, treatment and brightness and its formula contains Brazilian ingredients, such as coconut oil, grape seed oil and collagen. FOCUS ON REAL WOMAN With an eye on trends, and inspired by the real woman, Richée has built a 100% Brazilian brand, which thinks globally, represented by innovation, technology and sophistication. Considering this, the company shows to the world the Brazilian way of valuing the beauty of women of all ages and races. The company looks closely at international trends and creates new formulas and solutions for professionals worldwide.
RUBY ROSE
IMAGINE, DARE, BE It is with this slogan that Ruby Rose is currently positioned in the market, but its story in beauty began 40 years ago in Russia as a family business. Today, present in more than 13 countries, the brand has been in Brazil for 12 years and is an absolute success among consumers. Standing out more and more for delivering the highest quality products at fair prices, Ruby Rose is always looking for global trends and that is one of the points of its success. In addition, it invests in constant launches to follow the desire of consumers. The brand has more than 700 items, including products for the face, lips, eyes and also accessories, and as a consequence of this broad portfolio and its quality, Ruby Rose has also become beloved among influencers. Over the years, Ruby Rose underwent a series
Ruby Rose offers to its consumers a portfolio with more than 700 products
of transformations, including the updating of its logo and even greater investments in product innovation. Currently, it is present throughout the national territory through distributors and its virtual store.
ABOUT US Company Name:
Ruby Rose Cosmetics
The brand has its own virtual store
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Company Address: Rua da Alfândega, 200 – Brás – São Paulo, SP – Brazil Website: www.rubyrosemaquiagem.com.br Started in: 1979 Global Business Director: Ahmad El Assaad Marketing Manager: Cleide Sales Export Director: Flávia Carneiro Number of employees: 90 Main brand: Ruby Rose
www.rubyrose.com.br
UATZ
COSMETICS
MARKET VIEW With a recent history, Uatz Cosmetics comes to the market showing that no matter how long you are in the industry when the purpose, mission and values of the company are consistent and well defined. Founded in April 2018, the company located in Santana, a neighborhood in São Paulo, already gives signs that it has arrived to stay and, more than that, even with little experience in the domestic market, it risks higher flights to conquer others countries. And no wonder, since being recognized as a company of excellence, for processing and marketing high quality products in all its segments, is one of the points mentioned as a company vision.
ABOUT US Company name:
Uatz Cosmetics Company Address: Rua Vicente Soares, 114 – Santana São Paulo, SP – Brazil Website: www.uatzcosmeticos.com.br Started in: 2018 President: Denis Alessandro Global Director: Vitor Campos Number of employees: 8 internal and 17 external Main brands: Uatz Cosmetics, In Love Cosméticos e Street Hair Professional
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PREFERENCE AMONG PROFESSIONALS Items for the final costumer are part of Uatz Cosmetics’s portfolio, but what draw attention in the catalog of the company are the products intended for use in beauty salons, by professional hairdressers. From straightening to toning products, also passing through treatment items, an important part that adds value in a beauty space, the products marketed by Uatz Cosmetics rely on innovative formulas and cutting-edge quality. Besides that, the products have different sizes, being ideal for the daily life of the beauty professional who wants to pay a fair and competitive price and more, be assured of a good income from their work.
STAR PRODUCTS Zapliss Power Semi-definitive treatment consisting of deep cleansing shampoo and gloss. The shampoo has a neutral pH (7.0 - 8.0) and prepares the hair by removing the residues from other products, allowing the cuticles to open without damaging the hair structure. The gloss acts inside the hair strands with amino acids and vitamins, interacting with the sulfur bridges, temporarily modifying the hair and realigning the strands into the desired shape.
REASONS WHY Products intended for the professional public It is recently on the market, but has wide vision about it Company with innovative and daring feature It has well-defined mission and values Focuses on the quality and innovation of its products
Mรกscara Hidratante Coco (Coconut Moisturizing Mask) Promote hydration to dry and damaged hair, reducing its volume, is the function of the product that presents a delicate perfume with coconut smell. Soft and shiny hair, without dry appearance, are promises of the product available in packs of 500 grams and 3.5 kg.
Uatox The product offers volume reduction in a practical way: just wash the hair with shampoo and apply the Uatox in small locks, leave it for 10 to 20 minutes, rinse, after that, blow-dry and seal the strands with a hair straightener. Hydration, shine and recovery of damaged strands are the main benefits of the product. BESTINBRAZIL
DeBRITO
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