São Paulo – Truss, a Brazilian cosmetics company, wants to expand its brand to other Arab countries. The company currently exports to Lebanon and Jordan. “We are very interested in expanding to the other ones”, said Truss’ founder and owner, Manuella Bossa, in an interview to ANBA via email.
Sales to the Arab market began in 2014. Abroad, the brand is sold also in the United States, Ecuador, Spain, Chile and Peru. Exports accounts for 18% of output, which stands at 108,000 kg of cosmetics per month. Truss has an office in Florida, United States, from where it manages expansion and sales to external markets, according to Bossa.
The company is based in São José do Rio Preto, 440 km from São Paulo, and was founded by Manuella Bossa in 2003. With a degree in Fashion with a focus on Management and a post-graduate degree in Marketing at University of California, the business woman lived for one year in the United States and worked at Calvin Klein in New York. Missing Brazil, she decided to come back and dedicate herself to the cosmetics market.
Truss has more than 150 products in its portfolio, the majority of them hair products, and divided in a professional line, to be used in salons, and maintenance line, sold in salons to end-clients for home use. Products range from coloring and bleaching to hair straighteners, hair reconstruction and maintenance. The salons are the company’s clients.
The brand is well-known in the Brazilian market. Among the reasons that drove it to gain market share, Bossa mentions the fact that the products offer a combination of differentiated design in packaging and high concentration of high-tech and organic inputs. “They experience superior results since the first use”, says the business owner.
The use of well accepted formulas, with wide variety of colors, textures, thicknesses and focusing on different types of hair is another reason responsible for the company’s success. “There are maintenance and professional products specific to each type of hair and formulas that adapt well to all this miscegenation, with the products being easily adaptable to other countries”, she says.
Also mentioned by the company as a reason for the recognition achieved is the fact it was a pioneer in several areas, such as Brazilian blowout for blond hair, hair cauterization, hair fiber heating via keratin steam with a hair straightener and for offering a kit including all the hair treatments needed by salons. This kit comes with ten products to be mixed in a wide range of treatments and hair types, with three shampoos, a lipids replenishment, protein replenishment, a hair mask, among others.
The company says that it doesn’t do animal tests and doesn’t add salt in its formulas. Truss has two plants in São José do Rio Preto.
Contact info
Truss
Website: www.trussprofissional.com
Phone: +55 (17) 3808-9900
*Translated by Sérgio Kakitani
