Viralization makes Embelleze a global brand – 12/27/2023 – Panel SA

Videos that went viral on the internet about the use of keratin tubes for hair beauty transformed Embelleze into a global brand. In less than two years, the manufacturer doubled its operations abroad, exporting to 70 countries on all continents.

Today, the company has offices in Portugal, USA, Hong Kong and Venezuela, locations that serve as a base for business in the region.

Founded in 1969, in Nova Iguaçu (RJ), the company invests in expanding and modernizing its factory to support an annual production of 200 million products.

With the boom generated by social networks, there was a 1,000% growth in sales (the numbers are not published).

In addition to the famous keratin refill tube, the product line includes 25 “families” from Novex, Henê and Lisa Hair.

According to the company, 100 publications have already been made on Instagram and 60 videos on TikTok. Together, they generated around 20 million views.

In addition to expanding to other countries, the keratin tube already has a 56.5% market share in this product category, according to the main market monitoring institutes.

With Diego Felix

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