Who we are Who we are - Embelleze Europa

Who we are

Our History
Founded in Rio de Janeiro, on March 8, 1969, International Women's Day, by Itamar Serpa Fernandes. It is one of the most important beauty companies in the market. OUR HISTORY In its portfolio, Embelleze brings some of its main brands of Brazilian hair products to the market, Novex, Estilo AfroHair, AmaciHair, HairLife, MagicLiss, the professional Nutrisalon line, and now the SemperBella Line, for large surfaces, among others.

Our Matrix

Embelleze has an important role in the beauty segment in the Brazilian market. Production Capacity: +100 million units per year. It generates more than 10 thousand direct and indirect jobs. About 100 thousand POSs in Brazil. Present in more than 6 million Brazilian homes. Brazil occupies the 3rd place in the world ranking in the consumption of beauty products, after the USA and Japan (according to research by Sebrae and EuroMonitor) and 1st in hair cosmetics.

The Branch

The branch based in Lisbon, Portugal, serves Europe, Africa and the Middle East, operating in more than 25 countries. From here, we offer full support to customers in these regions, mainly those related to the Commercial and Communication & Marketing areas, in order to provide actions that promote the brand and sales in these countries.

Among the Greatest Beauty Companies in the World

Voted the 72nd largest beauty company in the world!

The 2019 edition of the North American magazine WWD Beauty Inc. has already announced the 100 largest beauty companies in the world. Once again, Embelleze is part of this ranking of excellence, rising 14 positions compared to 2018, occupying the 72nd position this year.

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