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Companies & industry

Feito Brasil - a story worth telling

With vegan cosmetics, handmade manufacturing, and an appreciation of the Brazilian culture, the company has gained recognition and prominence on prestigious shelves across the country.

Giulio Peron, brand director at Feito Brasil

Giulio Peron, brand director at Feito Brasil

Feito Brasil has everyone talking - and rightly so. The company has just won the ABIHPEC - Beleza Brasil Awards 2015 in the Entrepreneurship category, which has crowned over a decade of efforts and commitment to environmental, social and cultural values.

In 2014, the company also won the WEPs Brasil Awards, which acknowledges gender equality policies and women’s empowerment programs. Not by chance, this is one of the four pillars of the brand, alongside appreciation of human beings, sustainability and the Brazilian identity.

A cosmetics enthusiast since her childhood, Lena Peron has always dreamed of creating “a brand with a soul”, endowed with love and generosity to break with the patterns of profit without purpose. Feito Brasil came to life in 2004 and its headquarters, located in the city of Mandaguaçu, northern Paraná, are the true embodiment of these values. The handmade factory was built of recycled bricks and timber, reuses rainwater for its maintenance, and is surrounded by an organic garden, fruit trees and native Brazilian plants.

Giulio Peron, brand director at Feito Brasil, says sustainability is everywhere - from the company’s collaborative business model through to natural product formulations and recyclable packaging. "Keeping a handmade manufacturing process is one of our biggest challenges these days,” he says. The brand uses no machines – not even to pack the products, which are biodegradable and made from 100% vegetable raw materials.

Brazil is not only on the brand’s name – it serves as inspiration for formulations, packaging and the development of different product lines, which celebrate Brazilian destinations, cultural events and native raw materials. “We go beyond using the rich Brazilian biodiversity. We bring our nation’s cultural spirit into our daily activities, communications and product collections, always adding an artistic touch to everything,” says Peron.

All those unique features have not gone unnoticed by the retail industry. To date, Feito Brasil is the only domestic brand sold at Sephora. The products are also available on the company’s e-commerce site and at strategic points of sale, such as spas and luxury hotels, including the renowned Copacabana Palace.

Giulio says that more and more people are interested in learning about the company’s history, manufacturing process, raw material extraction, and the ideas behind each collection. "Consumers are increasingly becoming more conscious of what they purchase. We see it on the news, in their approach through social media and also based on their behavior in physical stores.

Creativity is another strength of Feito Brasil. The Dom Tropical line, for example, includes five bar soaps that mimic popsicles. Their packaging was inspired by botanical studies and scientific illustrations of the 19th century, featuring fruits and flowers native to Brazil. The soaps are coated in natural exfoliating particles which stimulate cell renewal. Dom Tropical won two awards – Nova de Beleza e Atualidade Cosmética – in 2014.

Peron says that Feito Brasil’s journey was marked by numerous challenges and lessons learned, among which he highlights the importance of researching and planning before investing, remaining true to one’s purpose, and exploring unknown paths with courage and keen intuition. Plans for 2016 include a focus on exports and the expansion of its e-commerce business. "We are looking for investment partners to grow the company. After 11 years of history, we have come to the moment of taking Feito Brasil worldwide. Anyone interested?"

Fernanda Bonifacio

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© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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