Dubai – Brazilian companies are showcasing products including from keratin- and wheat protein-based hair care lines to brand creation services at Beautyworld Middle East. The leading beauty and cosmetics trade show in the Middle East will continue until Wednesday (17) in Dubai, UAE. Fifteen Brazilian companies are exhibiting at the National Confederation of Industry (CNI) stand. They are on a mission organized in partnership with the Arab Brazilian Chamber of Commerce and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), led by the Federation of Industries of the State of Goiás (FIEG).
Company Cetec Inbraco’s trader Glaucio Marques is at Beautyworld Middle East for the second time. The company’s hair care arm is named Anna Haven. “We already ship product to Arab countries including the UAE, Iraq, Oman, Palestine and Jordan. Now, we’re looking to increase those sales,” said Marques. According to him, Arab countries take in a combined 80% of Cetec Inbraco’s exports. The company is launching four new products at the expo – including the ‘3 minutes miracle’ intensive mask treatment, the macadamia oil-based ‘infusion treatment,’ and ‘Shine Bio Repair.’
The company also provides the ‘Create your private cosmetics brand’ service, whereby it makes custom-tailored cosmetics down to the packaging to meet clients’ requests. “We’ve had our plant for 22 years and have been exporting for five years now. All of our 25 private brand clients are Arabs,” revealed Marques.
Oxion Cosméticos is taking its first step on the international market. Its goal is to break into the Arab market, and sales manager Cristina Martinez says she’s made good contacts during the expo’s first two days, in addition to getting visited by prospective clients in countries like South Africa.
According to her, the region’s market is seeking out Brazilian products, like keratin-based straighteners. “I am familiar with other fairs, like the one in Bologna, but I advised the company to start here. The Middle East is the biggest buyer of keratin-based products, for instance. The women in this part of the world really take care of themselves,” said Martinez, who brought Oxion to its first international trade show.
And Cosmetria, out of Belo Horizonte, Minas Gerais, is offering wheat protein-based product. Founder Luciana Saraiva explains that although the company’s hair care and moisturizing products were designed with exports in mind, they wound up getting popular in Brazil. “Our goal has always been to export. The packaging is written in English and we are registered in the United States, but [the product] ended up gaining favor in Brazil. Now, we are setting our sights in the UAE,” said Saraiva.
Items available from the brand include soaps, oils, shampoos and masks made from natural ingredients like green tea, rosemary, blackberry, cocoa and flowers. “The Bach flowers are a new generation of cosmetics. Ours is a very holistic, sustainable brand. Our bags are biodegradable. We do environment compensation. With each bottle we sell, we will forward an amount to a company called ‘Eu Reciclo’,” said Saraiva.
Also featured in the CNI stand are the Brazilian companies Fina Flor, Veom Trading, SGRDPRO, Flora Brasil, Clorofitum, D’Natuur, Phyto Ativo, Kayoah, Amitys, Fit Cosmetics, Felps Professional, and Toollon.
Translated by Gabriel Pomerancblum
