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Companies & industry

Souvie makes its market debut with a range of organic cosmetics for pregnant women

Founded in late 2015, the company plans to launch products for babies and children by the end of this year and reach revenues of R$ 9 million.

Caroline Villa, founding partner and business director at Souvie

Caroline Villa, founding partner and business director at Souvie

A cosmetic product certified as natural and organic by Ecocert must have a minimum of 95% of all plant-based ingredients in its formula and a minimum of 10% of all ingredients by weight must come from organic farming. For its debut in the Brazilian market, Souvie went even further and created personal care products with more than 99% of plant-based ingredients and an average of over 55% of them sourced from organic farming, all with international certification.

The reason for such care is simple – the first product range launched by Souvie, which was founded late last year in Itupeva, upstate São Paulo, is targeted at pregnant women. Brazil has a population of over 200 million people and more than 7,500 babies are born every day. Although expectant mothers have become increasingly more careful in their consumption habits, there are still few cosmetics specifically designed for women at this stage of life.

Today it is possible to detect toxic substances in the umbilical cord of a newborn baby as result of products containing harmful chemical or synthetic ingredients used by the expectant mother. We created our line of cosmetics based on where everything starts: inside the mother’s womb,” says Breno Bittencourt Jorge, Souvie’s founding partner and CEO.

The company’s cosmetic line for pregnant women consists of seven products created with organic vegetable oils, ranging from vegetable soap and moisturizing lotion for legs and feet to breastfeeding nipple balm and anti-stretch mark cream. The formulas do not contain parabens, colorants or synthetic preservatives and are odorless to avoid pregnancy sickness.

Products from the 'Gestante' range, designed for pregnant women

Products from the ’Gestante’ range, designed for pregnant women

We have structured the company in such a way that we have the maximum possible control over the whole production process,” says Jorge. Not only does Souvie have its own manufacturing plant – covering over 2,000 m² constructed at an investment of R$ 30 million –, but it also grows the raw materials used in its cosmetics. The company’s farm, Fazenda São Benedito, produces lavender, fennel, rosemary, chamomile, lemongrass, and other crops, which are grown without using chemical pesticides and ensuring sustainable management of the soil resource.

Souvie foresees new breakthroughs in the coming months. “We will be launching new product lines for newborn babies, children and women in 2016,” says founding partner and business director Caroline Villar. The company has announced that it will also add cosmetics for youngsters, men and women over 40 to its catalogue. Targeting different age groups is Souvie’s approach to “respecting the natural ageing process”.

The brand was first introduced in the southern states of Rio Grande do Sul, Santa Catarina and Paraná and is available in drugstores chains like Panvel. “As the line for pregnant women is targeted at a specific customer segment, we decided to start operations in drugstores as they already have a space dedicated to this category. Our products are also available in cosmetics stores in southern Brazil,” says Villar.

She adds that is March the company will start operating in São Paulo and other southeastern states through drugstores, sales representatives and distributors, as well as its e-commerce. “By the end of this year, our strategy is to expand our physical presence throughout Brazil. Then the next step is to go international”. Souvie expects the new product lines and the nationwide expansion to bring revenues of R$ 9 million in its first year of operations.

Renata Martins

Portfolio

© 2016 - Brazil Beauty News - www.brazilbeautynews.com

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