São Paulo – Cadiveu, a Brazilian cosmetics brand inspired on the Indian tribe that goes by a similar name, aims to increase Arab country participation in exports. The company turns 10% of exports to the region and plans to increase the total to 20% after its recent entry into Egypt. Apart from the Egyptian market, also buying Cadiveu products in the Arab world are the United Arab Emirates, Saudi Arabia and Morocco.
Sales to the region started two years ago. "Products exported to the Arab market are in the Brasil Cacau and Açaí Therapy lines,” stated the director general at Cadiveu, Anteo Pontoni. The company’s different items and the high interest in beauty in the Arab world are guaranteeing Cadiveu growth in the region, according to Pontoni. The company works with very Brazilian raw material, like fruit from the Amazon.
The Cadiveu products are turned to hair, including reconstruction, and include from shampoos to conditioners and fixers, waxes, moisturisers, sprays and masks for hair reconstruction. One of the company’s innovative products is Sugarcane Cysteine, a natural product made out of sugarcane and cysteine, capable of removing hair curls. They are made mainly for professional use, in beauty parlours.
Cadiveu, which is headquartered in the city of São Paulo, has 38 items in its line of products and produces 13,500 bottles of cosmetics a month. All production is outsourced and part is exported. Last year, for example, Cadiveu exported 17,700 bottles of products, according to Pontoni. The buyers were 30, including the United States, Italy and Portugal, as well as the Arab nations, among others.
Claudia‘s Cadiveu
The company was established by Claudia Alcântara in 2006. The businesswoman entered the beauty world by chance, in the start of her adolescence, when seeking a solution to discipline her own hair, dark and curly. She then started researching hair treatment and cosmetics and decided, at age 24, to make that into her profession. The first step was creation of a technical workbook, which she sold on the Internet, to professional hairdressers. One year later she had the idea of developing a line of cosmetics turned to professionals in the sector.
The company name came from the Kadiwéu Indian tribe in the Pantanal wetlands in the state of Mato Grosso. Apart from warriors, the members of the tribe are known for their rituals and culture, like the body painting, development of ceramics and masks. The company from São Paulo turns part of its revenues to the tribe, offering health and education workshops, as well as supplying raw material for handicraft. Cadiveu has strong social and ecological operation and also supplies training in beauty to poor youths, as well as using 100% recyclable bottles and not testing on animals.
Fair in Dubai
This month, Cadiveu is going to participate, alongside other Brazilian companies, in the BeautyWord Middle East, a hygiene and beauty product fair in Dubai, in the Emirates, from May 24th to 26th. The company is going to participate in the fair taking great expectations. “There are always many people [at the fair] and much interest in the Arab markets,” said Pontoni. This is the first year that Cadiveu participates in the fair. “Our objective is to prospect importers from countries in which we are not present and to strengthen the brand,” said the director.
Contact
Cadiveu
Telephone: (+55 11) 5078-6897
Email: cadiveu@cadiveu.com
Site: www.cadiveu.com
*Translated by Mark Ament