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New launches in terms of Nutrisalon professional products, attracting new distributors in the Middle East and expanding exports made Embelleze's presence at the prestigious international fair a huge success. For the third consecutive year, Embelleze was present at the Beautyworld Middle East - the largest fair in the Middle East dedicated to the universe of cosmetics, perfumes, well-being and hair care. The 22nd edition of Beautyworld Middle East was held this year between May 14th and 16th, in Dubai, and featured an impressive 1500 exhibitors from 60 countries.
Pursuing its strategic and global vision, Embelleze received numerous visits at its stand - not only from its regular customers, such as Life Pharmacy (United Arab Emirates), SkyGate (Egypt), Alassali (Saudi Arabia) and Lusoalimentos (Portugal); as well as new and potential distributors from Iran, Sudan, Iraq, Bulgaria, Oman and other countries of the former Soviet Union. The highlight goes to the new contract reached with MADI International, a distributor in Dubai dedicated to the professional sector and which guaranteed exclusivity in the marketing of Nutrisalon products in 10 countries, including Saudi Arabia, Kuwait, Egypt, Jordan, Qatar, Iraq, Bahrain and the United Arab Emirates. Having presented the Nutrisalon Progressive Brazilian Keratin line at Beautyworld Middle East 2016, this year it was the turn of Nutrisalon Progressive Straightening Argan Oil and the revolutionary Nutrisalonplex protection system - two great innovations that helped consolidate Embelleze's prestige with the Middle East market. At the domestic sector level Novex, the demand for the products and the presence of the brand are still consolidated, thanks to the quality of its genuinely Brazilian ingredients and the differentiation of its personalized labels, which appear today also in 3 languages exclusively designed for the Middle Eastern audience: Arabic, French and English . In summary: Embelleze has managed, once again, to spread the charms of Brazil among the more than 37,000 visitors who passed through Beautyworld Middle East Dubai this year, strengthened its international presence and thus increased its export prospects for the near future.