Who We Are

About Embelleze

Founded in Rio de Janeiro, on March 8, 1969 and the International Women's Day, on the Taken and Began to Fernandes. It is one of the most important companies in the beauty market. In OUR HISTORY, In your portfolio, Embelleze has a few of its leading brands in the hair care products for brazilian market, the Novex-Style AfroHair, AmaciHair, HairLife, MagicLiss, the line-of-business Nutrisalon, and it is now on the Line SempreBella to major retail outlets, among others.

It produces more than 500 items for all types of hair, with brands that have achieved positions of national sales leadership.

Embelleze has become known nationally and internationally for transforming women's lives through beauty.

Company Overview

Embelleze is a 100% Brazilian Hair Care Company that creates the best beauty solutions for women from all ethnicities with different life styles and different beauty needs. The Embelleze Group has a very important role in the Brazilian Market:

Leader in the following segments: Hair Color with the brand Maxton; Hair Straightening/ Transformation with Hairlife; Hair Treatment with Novex.

Embelleze Manufacturing Plant has a capacity of producing over 100 million units/year, generating about ten thousand direct and indirect jobs.

Novex is the most known Brazilian hair care brand worldwide.
It can be found in over 50 countries.

The Subsidiary

The subsidiary based in Lisbon, Portugal, serves Europe, Africa and the Middle East, with operations in over 25 countries.

From here, we offer all the support for 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 the countries.

Among the World's Largest Beauty Companies

Elected the 72nd largest beauty company in the world!

The 2020 edition of the American magazine WWD Beauty Inc. has already made known the 100 largest beauty companies in the world. Once again, Embelleze is part of this ranking of excellence, rising 14 places in relation to 2019, occupying this year the number 72.
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