São Paulo – Brazilian hair cosmetics brand Agilise has already earned space in the straightening market in Arab countries and is now moving into new segments in the region, such as care for wavy and curly hair. In a show in the United Arab Emirates this month, two of the company’s most successful products were an anti-frizz and another for curls.
Agilise manufactures from straighteners to shampoos, hair moisturizers, conditioners, masks, coloring, finishers, among others. Like most Brazilian brands in the sector, it has established itself with the Arab market in the supply of straighteners, but it realized the region is open to new options. Hence, it chose to launch the anti-frizz Smooth Blow at Beautyworld Middle East. Pictured above, the Agilise team at the show.
“The Brazilian cosmetics industry is well known for its straighteners, but we are seeing the market is looking for other products,” said the Agilise operations manager, Caio Lopes de Oliveira Ferreira, to ANBA. The company usually launches its products in the European market but chose the Arab this time. “They are getting to know other Brazilian products, seeing Brazil also knows how to make shampoos and products for curls, all the products, not just straightening,” he says.
Agilise’s anti-frizz, which gained fans at the Dubai show, is made from ojon oil, coconut oil, and vegetable keratin. It must be applied by professionals and only takes 30 minutes to generate the desired effect. Ferreira explains flattening the hair is not needed. It is a liquid anti-frizz that does not straighten the hair but reduces capillary frizz and waves, making it more aligned. “We had an amazing reception,” says the manager.
Another product with above-average acceptance at the show in Dubai was Dreamy Curls, for curled hair. The complete line is made up of a curl activator, in addition to shampoo, moisturizing conditioner, and mask. “We already had this product in our lineup, but it was not much sought after by the Arab market,” says Ferreira. Dreamy Curls activates and intensifies the hair’s natural waves, giving more definition. It contains coconut oil, argan oil, and shea butter, according to the Agilise website.
Ferreira believes demand for these new products is related to the fact Arab women are now keener to accept their natural hair. “They are also accepting the product for curls,” he says. Worldwide, the cosmetics market noticed a more natural trend after the pandemic. “Women are very careful with their hair, so even if it is natural, they want it aligned and well cared,” he says, regarding the demand for the products.
Bahrain, Oman, and Syria
Agilise focuses on providing cosmetics for professional use in beauty salons. The company has 15 years of expertise, and its production unit is located in Valinhos, in the interior of the state of São Paulo. In addition to manufacturing products with its label, the company also makes cosmetics for other companies, but only foreign, in private labels. The company is small and very focused on international sales. Of the total produced, 70% is exported.
The manager explains the Arab countries are Agilise’s primary market abroad, followed by Europe and the Americas. In the Arab countries, the company supplies to Iraq, Jordan, Saudi Arabia, Qatar, and the UAE. The company, however, prospects starting to supply Bahrain, Oman, and Syria, based on contacts made at the last show in Dubai.
Ferreira reports negotiations with these countries are taking place and hopes they will be completed by the end of this month. Exports to Syria will be private label; the other countries will receive Agilise brand products. “They are opening up their markets again, looking for new products and innovations,” says the executive.
More exports
The operations manager at Agilise stated, in addition to these newly opened Arab markets, the company was also able to win back old customers at Beautyworld Middle East. The company expects to reach a 10% increase in exports by the end of the year. But Agilise wants more from the Arab market and is also endeavoring for Morocco, a market it would like to conquer and where it plans to participate in shows next year.
Ferreira explains the business volume in Dubai was above expectations. “The show was excellent, during the pandemic, we were not having direct contact with clients, and in the Arab market, they like this closer connection,” he says. According to the executive’s perception, visitors were fewer, but they were more focused on business. Agilise participated in Beautyworld Middle East as part of the sector’s internationalization program, Beautycare Brazil, carried out by the Brazilian Toiletry, Perfume, and Cosmetics Industry Association (ABIHPEC) and the Brazilian Trade and Investment Promotion Agency (Apex- Brazil).
Translated by Elúsio Brasileiro
