09.08.14
In continuing efforts to access key brands in developing countries, L'Oréal has made a new acquisition in Brazil—Niely Cosmeticos, described as the largest independent hair coloration and hair care company in Brazil. The South American country is also one of the world's largest hair color and hair care markets. Niely was founded in 1981 by Daniel Fonseca de Jesus, and reported a net revenue of 405 million Brazilian Reals (140 million euros) in 2013. The Niely Cosmeticos group has two main brands: Cor & Ton for hair coloration and Niely Gold for shampoos and care. Sold at affordable prices and with a large penetration among the country's middle class, Niely Cosmeticos products are widely distributed throughout retailers and wholesalers, supermarkets, pharmacies and perfumery chains. Furthermore, Niely Cosmeticos has industrial and logistical facilities in Nova Iguaçu, in the State of Rio.
Daniel Fonseca de Jesus will be joining L'Oréal Brazil's strategic committee as vice-president.
"The acquisition of Niely Cosmeticos is a strategic move for L’Oréal in Latin America and Brazil, one of the biggest and fastest growing hair color and hair care markets in the world where consumers have a long tradition of beauty and demanding expectations," said Frédéric Rozé, executive vice-president of L'Oréal in charge of the Americas.
Daniel Fonseca de Jesus will be joining L'Oréal Brazil's strategic committee as vice-president.
"The acquisition of Niely Cosmeticos is a strategic move for L’Oréal in Latin America and Brazil, one of the biggest and fastest growing hair color and hair care markets in the world where consumers have a long tradition of beauty and demanding expectations," said Frédéric Rozé, executive vice-president of L'Oréal in charge of the Americas.