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Director of Alva Naturokosmetik expands Brazil’s organic cosmetics offer

The head of online multi-brand ’Beleza Orgânica’, Ananda Boschilia is educating consumers on the benefits of “conscious beauty” with plans to begin manufacturing organic makeup locally.

Young entrepreneur Ananda Boschilia’s love of organic products stems from birth. “My parents have always been nature lovers and would not allow me to use any chemicals on my skin,” she says. This made going shopping very difficult. Being a resident of Joinville, in the countryside of Santa Catarina, meant that it was hard to find natural beauty and personal care products, which is exactly what motivated her to begin to look into importing organic cosmetics into Brazil.

Director of Alva Brasil, Ananda Boschilia

Director of Alva Brasil, Ananda Boschilia

After extensive research, the family decided to bring German brand Alva Naturkosmetik with its 12 lines of natural and organic beauty products to Brazil. “In addition to the exceptional, high-tech products and diverse catalogue, we knew they had an interest in exporting to Brazil”, says Boschilia.

It was in 2008 that Alva Brasil was born. “The first import was very complicated because we didn’t have a consolidated market,” claims the company’s director. “We had to raise awareness and educate the consumer before starting sales.

Gradually the company began to gain popularity, with products selling in specialized organic stores, conventional perfumeries and compounding pharmacies. Alva was the only available brand of organic makeup in Brazil right up until 2014 when the first competitors began to appear on the market. “It was great to be the only company selling organic makeup during this period and also to have been tasked with the important mission of raising awareness. I think it’s wonderful that new brands come in and amplify the concept. I certainly don’t consider them competitors, but rather partners who are fighting for the same purpose: to bring health and beauty to people,” says Boschilia.

For aspiring entrepreneurs, the natural cosmetics industry still has room for new and upcoming brands in Brazil. “It’s a market that is evolving. Despite the current economic crisis, the industry has grown from 30% to 35% every year, and moves more than $2.5 million annually, yet represents a mere 1.5% share of the total market. There is significant potential,” she ensures.

About three years ago, Ananda decided to move to São Paulo to be closer to the customers and to expand the brand by opening the first Alva Brazil store, however was forced to stay close to home after discovering she was expecting twins. “I didn’t give up on the project, it was simply postponed,” she says.

Boschilia then set her sights on the online world. One year ago, she took over the e-commerce operations of Beleza Orgânica. The website began as a blog about natural and organic cosmetics, with tips for beauty consciousness. “It has always been my dream to have a multi-brand store, a place where I could gather the best personal care and beauty products on the market,” she says.

Beleza Orgânica provides specific information about each item, including the list of ingredients and their classification – natural, organic or vegan. Alva Brazil is the flagship brand of the site and represents 80% of its revenue. Among the other 15 brands available are local brands Souvie and Dona Orgânica, as well as international brands Acorelle and Baims.

One of the novelties is US brand Lafe’s deodorant, which Boschilia began to import this year. Developed with mineral salts, the product contains no aluminium hydrochloride in its formula, which has been known to cause toxic effects on the body when used over a long period of time. Despite its hefty price tag of R$ 75, the entrepreneur already credits 10% of the site’s current sales to this product.

As well as coordinating the importation and distribution of Alva and Lafe’s, and managing Beleza Orgânica, Boschilia also aims at bringing the production of an organic makeup range to Brazil. “Alva was purchased by a French group late last year. With this change, the Brazilian production plan has been postponed. However, we have other brands of makeup that are currently being imported, which we will begin manufacturing locally,” says Boschilia.

Renata Martins

Portfolio

© 2017 - Brazil Beauty News - www.brazilbeautynews.com

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