Itamar Serpa Fernandes, founder of Embelleze and former congressman, dies – 07/19/2023 – Market

The businessman Itamar Serpa Fernandes, founder of Embelleze, a popular cosmetics company from Nova Iguaçu, in Rio de Janeiro, known for its proximity to artists and influencers, died on the night of this Tuesday (18), at the age of 82. Serpa was also a federal deputy (1995-2007) and councilor (1989-1994).

Death was reported by Embelleze on social media, without details about the cause. Serpa currently chaired the company’s Strategic and Family Governance Board.

“He dedicated his life to making this world a better place for everyone who lived with him. He insisted on listening, teaching and always inspiring”, says the Embelleze note.

Born in Vitória, Espírito Santo, Serpa was a candy salesman, caretaker, office boy, bus collector, chemistry and physics teacher and employee at Bayer.

He founded his own company when he was in his last year at university, studying chemistry, based on a proposal from a distributor of beauty products.

In interviews, he said that he analyzed the behavior of Brazilian women since the beginning of the business and bet on the diversity of products.

Embelleze reached 500 items, such as hair dyes, shampoos and post-shampoos and treatment products.

The company gave rise to the Embelleze Institute, which trains professionals in the beauty market (hairdressers, manicurists, epilators, etc.) and adopted the franchise model in 2003.

Among the artists who mourned the death is actress Tatá Werneck. “Sad news. Seu Itamar changed the lives of many people,” she said.

The businessman leaves four children.