São Paulo – Professional hair products company Sweet Hair is expanding its sales to the Middle East. The São Paulo-based business has been exporting to the United Arab Emirates for a year and a half, and has just signed new distribution contracts with Kuwait, Oman and Saudi Arabia.
“Our flagship product in the Arab world is our straightener, which can be used by pregnant and lactating women, children, and formaldehyde-allergic people. It is a dermatologically tested product,” says Paulo Kazaks, one of the brand’s owners.
The contract with Kuwait was being discussed and distribution to Oman and Saudi Arabia was agreed on during the Beautyworld Middle East expo, last month in Dubai. This year was the company’s third back-to-back participation in the event.
“The expo feels like it’s beginning to grow, but I think it needs more attention-grabbing actions such as stage performances. More matchmaking events would also be interesting to have,” the executive ponders. His company has organized two events for hairstylists in Dubai along with its local distributor: 50 professionals attended last year, and 80 in this one.
Kazaks says Sweet Hair’s portfolio comprises 110 products, and the company owns the patents to 50 of them. Remarkably, the brand’s cosmetics line combines hair and body products. There are shampoos that also work as makeup removers, a conditioner that doubles as makeup primer and a hair mask that treats cellulitis.
“We’ve just begun exporting these products to Arabs. In two months’ time we believe they will be available [to consumers] in the salons,” he estimates. In Brazil alone, 40,000 professional establishments use the Sweet Hair line.
More exports
Sweet Hair exports to 15 countries. The top buyer market is Spain, trailed by France, Italy and the United States. Each month, the company makes 140 tons of product. “We export 30% of output, and hope to be shipping 70% to 80% of it to 70 different countries in a few years,” Kazaks reveals.
As for Arab countries, the enterprise is setting its sights on Lebanon and Morocco. “There are women who really care about their looks in Lebanon, and lots of women with curly and wavy hair in Morocco. Both are well-known, well attractive markets,” she says.
Strategies to increase sales abroad include taking part in several international exhibitions. This year alone, Sweet Hair has 20 events scheduled abroad, including trade shows in the United States, Angola, China, Colombia and Spain, among others. In 2016, the plan is to go to 30 international shows.
Looking to branch out in the Middle East and North Africa, the company also became a member of the Arab Brazilian Chamber of Commerce. “We have Chamber’s support at all times,” says Kazaks.
Founded four years ago in São Paulo, Sweet Hair has a plant in Arujá, in São Paulo’s Greater Metropolitan Area, and 42 employees. In 2015, the enterprise expects to gross R$ 50 million (US$ 16 million).
Sweet Hair
Website: www.sweethair.com.br
Email: paulo.kazaks@sweethair.com.br
Phone: +55 11 4655-2130 /+55 11 2227-8600
*Translated by Gabriel Pomerancblum
