Best in Brazil [EsteticaExport]

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An exclusive selection of the best hair products made in Brazil for leading distributors (last update: march 2019)

AN EXCLUSIVE

SELECTION

OF THE BEST

PRODUCTS MADE

IN BRAZIL

FOR LEADING

DISTRIBUTORS

bit.ly/best-in-export


DeBRITO

COME AND GET TO KNOW

THE POWER OF THE BEAUTY MARKET.

THE 3 RD 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 14 th to 18 th , 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

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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, Paraná, 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.

MAIN DESTINATIONS OF

BRAZILIAN PRODUCTS

COUNTRY

U.S.

Argentina

Netherlands

(The Netherlands)

Mexico

Germany

Chile

Colombia

China

India

Japan

2017 2018

US$ 142.166

US$ 100.153

US$ 64.440

US$ 51.287

US$ 49.468

US$ 48.884

US$ 47.076

US$ 31.060

US$ 30.719

US$ 22.720

US$ 145.245

US$ 110.461

US$ 60.303

US$ 50.383

US$ 49.071

US$ 47.725

US$ 47.154

US$ 34.629

US$ 31.147

US$ 28.540

Source: CNI

4 BESTINBRAZIL


Main products exported

Essential oils, orange

2017 2018

US$ 242,164.28 US$ 257,317.58

Other hair preparations

2017 2018

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

US$ 75,542.06 US$ 80,421.14

Shampoos

ABOUT LOCATION* OF THESE BRANDS

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 5 in Goiás

36 in Rio de Janeiro 4 in Maranhão

33 in Paraná

4 in Bahia

32 in Minas Gerais 4 in Pará

18 in Rio Grande do Sul 4 in Mato Grosso do Sul

15 in Santa Catarina 2 in Roraima

10 in the Holy Spirit 2 in the Amazon

9 in Rondônia

1 in Alagoas

5 in Ceará

1 in the Federal District

5 in Pernambuco 1 in Piauí

*two did not declare their home states

Source: CNI

BESTINBRAZIL


Facts & Figures

In 2018, 375* Brazilian companies

that exported cosmetics:

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

75 are 125 are 48 are 95 are

microenterprises small medium-sized large our biodiversity, with certificate

of origin and good practices of

*all 32 missing did not report their status

Source: CNI extraction and handling, mainly

those related to the Amazon,

Latin America and beyond

that being so relevant, there is

no need to explain to the foreigner what açaí

or andiroba is, for example. And, for sure, the

The United States of America is a great Brazilian

beauty of the Brazilian woman, who still stands

trading partner , but we have to point the growth

out among other great competitors such as

of the Latin American market, especially Mexico,

Italy, Russia and Croatia. By the question

Argentina, Chile and Colombia, "The identification

of sensuality coming from miscegenation, it

of Colombians with the Brazilian capillary vanity

stimulates the imaginary that we have expertise

has encouraged negotiations between the

in products from different types and colors of

two countries, which are facilitated by similar

skin and hair. What, in fact, is real'', says the

language and geographic proximity. Both are

consultant.

relevant factors for micro and small companies,

It is important mentioning that this worldwide

and beginners to internationalization, which

movement to valorize and celebrate the

generally feel more determined to prospect a

differences, be it by taking on one`s own hair, by

public with better purchasing power, such as

being proud of the skin color or direct purchases

the United Arab Emirates, and participate in

through more ecological choices, has also valued

important trade fairs, "such as Cosmoprof,

the product customization carried out by some

in Italy", says Sarah Saldanha, manager of

national brands. According to AbihQpec`s 2019-

internationalization at NCI.

2020 Trend Notebook, produced in partnership

Iva Cardinal, business consultant specialized in

with Sebrae (Brazilian Service for Support Micro

the personal hygiene, perfumary and cosmetic

and Small Enterprises), in Brazil, brands that

market, from Porto Alegre, agrees with her. "In

export to the Middle East are concerned about

the last years, the efforts of institutions such as

producing halal cosmetics, that is, according to

Apex (Agency for the Promotion of Exports and

the rules of Islan, for example.

Investments), Abihpec (Brazilian Association of

Personal Hygiene, Perfumery and Cosmetics Shortcuts to export safely

Industry) and the NCI itself in assisting

entrepreneurs who probably wouldn't have

conditions of going abroad by themselves or even

With half century of existence, Yama Cosmetics, in

Sao Paulo, crawls on export.


"Last year we

joined the Arab-

Brazilian 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

SERVICE THAT PUSHES ON THE

PRODUCT AND VICE VERSA

Leila Velez,

founder

of Natural

Beauty

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 25-

year 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.

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)

8 BESTINBRAZIL


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

10 BESTINBRAZIL


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 South-

East 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.

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

Fabrication of high quality products

Company Name:

Bel Col Cosmetic Technology

Company Address: Av. Cachoeira, 463

Vila Pindorama – Barueri, SP – Brazil

Website: www.belcol.com

E-mail: ariel@belcol.com.br

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

12 BESTINBRAZIL


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.

Telma Santos, Raiz

Latina's founder

14 BESTINBRAZIL

ABOUT US

Company name:

Raiz Latina Capillary

Cosmetics

Company Address:

Rua Búzios, 121 – São José

dos Campos, SP – Brazil

Website: www.raizlatina.com.br

E-mail: mkt.raizlatina@gmail.com

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.

Alberto Romano

Filizzola, Perfumes

Dana's president

16 BESTINBRAZIL

ABOUT US

Company name:

Perfumes Dana

from Brazil S.A.

Company Address:

R. Atlântica, 311 – Jardim América

São Paulo, SP – Brazil

Website: www.perfumesdana.com.br

E-mail: a.brigante@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 Cosméticos 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 Cosméticos

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.

Jobem Donada,

founder of Dompel

and his wife

Cleudete Donada

18 BESTINBRAZIL

Furniture

for salons,

accessories

and electro

portables

are part of

Dompel's

portfolio

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 fi nishes 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

E-mail: rachel@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

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

centers of ECosmetics International Salon.

Edson José Borgo,

ECosmetics' founder

20 BESTINBRAZIL

17 year old company

located at Bahia

ECosmetics's

star products

ABOUT US

ECosmetics International Salon

Company Address:

Rodovia BR 101 – KM 888

Teixeira de Freitas, BA – Brazil

Website: www.ecosmetics.com.br

E-mail: presidencia@ecosmeticssalon.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

C

M

Y

CM

MY

CY

CMY

K


• 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

Trial of Felps’s

products

Company Name:

Felps Professional

Company Address: Friedrich Von Voith

Street, 806 – Jardim São João – São

Paulo, SP

Website: www.felps.com.br

E-mail: juliana@felpsprofissional.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

Felps

Professional

Industry in

São Paulo

(SP)

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

The executive

Juliana Piria, of

Felps Professional

22 BESTINBRAZIL


NEW LINE TO MAKE

YOU GO NUTS!

www.felps.com.br


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 fi gures. 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 fi ve years of existence,

but the Brazilian brand of high

performance hair cosmetics is already

seeking new fl ights 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 infl uencers 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.

STAR

PRODUCTS

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 Color

More than 50 products for

coloring and maintenance

of color and hair shine.

A complete range to

sharpen the creativity of

professional hairdressers.

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.

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.

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.

24 BESTINBRAZIL


M A D E I N B R A Z I L

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 effi cient,

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 São 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 fi rst applications. All

products have high performance and effi ciency

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

E-mail: exportacao2@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

26 BESTINBRAZIL

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 reaffi rms its responsibility

and respect to the consumer guaranteeing

excellence and quality in its products for a

good fi nal 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 Industry

of Cosmetics Ltda

Company Address: Rua José Martins, 02

Parque Renato – Maia Guarulhos, SP

Website: www.gardencosmeticos.com.br

E-mail: priscila.garden@gmail.com

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)

Garden Flowers' Factory

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

28 BESTINBRAZIL


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 São 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 São 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.

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.

30 BESTINBRAZIL


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

- 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

Edson Takahiro Higa,

GR Colors’ president,

nationalized the

production of

micropigmentation

equipment

32 BESTINBRAZIL

ABOUT US

Company name:

GR COLORS

Industry and Commerce

Company Address:

Av. Brasil, 412

Santo André, SP – Brazil

Website: www.grcolors.com.br

E-mail: diretoria@fujiicosmeticos.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 André - 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 fi nished 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 fl agships 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 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

E-mail:

exportacao@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

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.

34 BESTINBRAZIL


‘‘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

E-mail: paulo@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

36 BESTINBRAZIL

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

qualifi ed 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

E-mail: atendimento@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

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

38 BESTINBRAZIL


MAXIBRASIL

PROFESSIONAL QUALITY IS

THE DNA OF MAXIBRASIL

Excellence is guaranteed

through the quality of

all processes

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.

ABOUT US

Company name:

Maxibrasil Cosmetics

Industry

Company Address:

Rua Leopoldino de Oliveira, 798

Belo Horizonte, MG – Brazil

Website: www.maxibrasil.com.br

E-mail: wagner@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)

Trial of Maxibrasil’s products

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.

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.

40 BESTINBRAZIL


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.

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

ABOUT US

Company Name:

Company values: respect,

NatuHair Cosmetics appreciation, reliability

Company Address:

High quality products

Rua da Viga, 125

Rio de Janeiro, RJ – Brazil

combined with modern and

Telephone number: :

traditional natural actives

+ 55 21 2187-8100

that provide a real hair

Website:

treatment experience

www.natuhaircosmeticos.com.br

E-mail: alves@natuhair.com.br Hair care lines designed to

Started in: 1990

solve problems. Created to a

General Manager:

directed sales approach and

Manoel Antonio Torres

ready to TREAT and PERFORM

Rodrigo Duraes, operation director;

Directors: Igor Torres

Manoel Antonio Torres, president and

Strategic partnerships

founder; Igor Torres, executive director and Rodrigo Durães

Number of employees: 348 with digital influencers

42 BESTINBRAZIL


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 Cosmetics

Company Address: Estrada Samuel Aizemberg,

1620 – São Bernardo do Campo, SP – Brazil

Website: www.nazca.com.br

E-mail: mcarinhato@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

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 infl uencers,

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 profi le 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 fi ve

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's

factory in São

Bernardo do

Campo (SP)

44 BESTINBRAZIL


Maci is, num di publi publius.


RICHÉE RICHEE

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.

ABOUT US

Company Name:

Richée Professional

Company Address: Rua Oneda, 350

São Bernardo do Campo, SP – Brazil

Rômulo

Alcântara,

Richée’s

founder

Website: www.richee.com.br

E-mail: romulo.alcantara@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.

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 fi nishing treatments,

such as thermal protector, anti-frizz, serum

and others. BB Magie Lisee is a brand new

product which is a thermoactivated fl uid 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.

46 BESTINBRAZIL


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 infl uencers.

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.

The brand has its own virtual store

ABOUT US

Company Name:

Ruby Rose Cosmetics

Company Address: Rua da Alfândega,

200 – Brás – São Paulo, SP – Brazil

Website: www.rubyrosemaquiagem.com.br

E-mail: assessoria@rubyrose.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

48 BESTINBRAZIL


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 defi ned.

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 fl ights

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

E-mail: simonevendas61@gmail.com

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

PREFERENCE AMONG PROFESSIONALS

Items for the fi nal 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.

50 BESTINBRAZIL


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

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.

Máscara 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.

BESTINBRAZIL


BRAZIL, THE COUNTRY OF BEAUTY.

SEE HOW TO MAKE REMARKABLE BUSINESS.

Beauty Fair. The leading beauty trade show in the Americas.

15 years developing the Brazilian beauty industry.

DeBRITO

International Beauty Fair for Professionals

The gateway for beauty business

in Brazil and Latin America.

OVER

182,000

PROFESSIONALS

500

EXIHIBITORS

2000

BRANDS

USD

200 mm

IN BUSINESS

82,000

SQM

OVER

100 OF EXPO AREA

EDUCATIONAL

ACTIVITIES

FOR BEAUTY

PROFESSIONALS

BEAUTY

CAN GET

IT ALL

September 7 to 10

Expo Center Norte

São Paulo-SP - Brazil

International Representative

Phone: +39 02 796420

alessandra.allegri@cosmoprof.it

cristiana.parietti@cosmoprof.it

beautyfair

.com.br

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