São Paulo – Brazilian company Hair Shine is looking to broaden its foothold in the Arab countries. In an interview with ANBA, international director Thiago Ventura said sales to that part of the world lost steam when the pandemic began and are picking back up gradually. “We sell to approximately nine Arab countries. We’re seeing practically the same numbers as in 2019 due to the pandemic, but we hope to ship 50 tons to that market in 2020, and we’re expecting a rebound in the second half,” he said. The biggest Arab markets for Hair Shine products are the UAE, Kuwait, Iraq, Saudi Arabia and Jordan.
Exports account for 60% of the company’s sales, and Arab countries take in 10% of total exports. Hair Shine ships product to 45 different countries, and its primary markets are Europe and the Arab countries. “We are working to expand our presence in the Arab countries even further,” Ventura said.
In addition to its flagship straightener, the company offers hair treatment lines, hair relaxer, coloring, and a line for curly hairs. The best-sellers are the Brazilian Keratine and Home Care lines, according to Ventura. The items are available from beauty parlors as well as via distributors and importers.
Ventura sees the Arab countries as a market “with a great potential for expansion, a vibrant culture, and highly connected and accepting of Brazilians.” He said Hair Shine is investing in “enlisting Arabic-speaking executives and translating our material to make it easier for buyers to apply our products, and to better convey our brand concept, our unique active natural compounds, and our versatile portfolio to cater to the most exacting professionals,” he said.
The Jundiaí, São Paulo-based company has been in business for over 20 years now. Ninety percent of Hair Shine’s output gets bottled at a plant in Cotia, São Paulo.
Eco Brazilian Protein
Hair Shine recently put out its linha Eco Brazilian Protein line, featuring its new, proprietary a CS7 Technology, which realigns hair strands. The line is based on extracellular enzymes extracted from the Agaricus Blazei mushroom, aka the ‘sun’s mushroom.’ It also comprises amino acids, lotus, aloe vera, and hydrolyzed protein. The compounds help modify hair fibers through heat and traction in brushing and ironing.
“What sets this technology apart are the extracellular enzymes extracted from the Agaricus Blazei mushroom, combined with a blend of acids and active organic compounds,” technical coordinator Lucélia Mazzuca said.
This trailblazing new product line also features the first hair straightening product containing green pigment. According to Hair Shine, this prevents blonde hair from becoming yellowish. The formaldehyde-free products do not cause fading and are easily applied.
According to Mazzuca, the Eco Brazilian Protein formula is rich in amino acids and vitamins that help with lipid replenishing. “Its action causes hair to become internal imbalanced, enabling its transformation through heat and traction. The outcome is no other than straight, shiny hair that’s soft and looks super natural,” the tech said.
Boasting a portfolio of over 100 products, Mazzuca discussed the best-sellers: “The Shine Color line, comprising coloring, oxidizer and bleach powder; the Smart Active Plex line for care and reconstruction, comprising protein replenisher, cuticle repair, and lipid-based gloss; the Every Day hydration line, featuring shampoo, balm, plant keratin and nourishing mascara; the VIP Shine Instant mascara, which promotes intense hydration, and the ProteiCare line, featuring shampoo, mascara and leave-in. This line is rich in essential grape seed oil, macadamia oil, and the amino acids elastin, arginine, cysteine, and hyaluronic acid.”
Translated by Gabriel Pomerancblum
