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Companies & industry

MicaBeauty picks out Brasilia for the opening of its first store in South America

Founded in 2001 and with over 200 points of sale in 15 countries, American cosmetics brand MicaBeauty has its eyes on South America. The country selected for the company’s debut in the continent was Brazil; the city was not Sao Paulo or Rio, the country’s main business destinations, but Brasilia, Brazil’s capital city. With nearly 2.8 million residents and the highest per capita income in Brazil, the Brazilian capital welcomed the luxury Californian brand in July, at ParkShopping mall.

MicaBeauty's director in Brazil, Bruno Avelar

MicaBeauty’s director in Brazil, Bruno Avelar

California-based MicaBeauty entered the Brazilian market with its 100% all-natural mineral makeup and organic skin care ranges, with no preservatives or chemical dyes. Its cosmetics contain a high level of antioxidants and claim to prevent premature aging and protect the skin from future damage.

The company’s main point of difference is its versatility and diversity of pigments. It’s a total of 128 shades of shimmer powder, which, if mixed with colorless liquid foundation or moisturizer, can turn into nail polish, lipstick or creamy eye shadow. If combined with water, all pigments can be used as eyeliner, creating numerous possibilities for consumers and professional makeup artists.

MicaBeauty’s portfolio has 15 different powder foundations, six shades of blush powder, a face and body bronzer, lipsticks that can last up to 24 hours, mineral eye shadows for day and night, and multifunctional BB Creams formulated with foundation, sunscreen and moisturizer, totaling 250 products.

MicaBeauty store in Brasilia

MicaBeauty store in Brasilia

Later this year, MicaBeauty is set to launch its Jewels skin care range in Brazil. The line is composed of body scrubs, refreshing toners, hand and body lotions, and anti-aging serums, as well as men’s grooming products such as cleansing face wash and shaving gel. The line’s items are formulated with organic extracts including gold dust, diamond dust, pearl dust and gemstone dust, which are claimed to counteract the effects of time and reduce the appearance of fine lines and wrinkles.

The brand plans to expand in Brazil with the launch of new stores in Belo Horizonte, Curitiba, Goiania, Sao Paulo and a city yet to be chosen in the Northeast region by the end of the year. MicaBeauty Brazil’s e-Commerce website is scheduled to be launched in August.

Portfolio

© 2014 - Brazil Beauty News - www.brazilbeautynews.com

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