Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

TRUSS Cosmetics maintain growth and invests in new US headquarters

The Brazilian brand, which offers hair care products exclusively dedicated to professional hairdressers is achieving good results in the beauty market and plan to expand its brand in international markets.

Manuella Bossa CEO of Truss

Manuella Bossa CEO of Truss

TRUSS Cosmetics grew by 18% in 2014, with net sales reaching BRL 60 million. The company also forecasts a18% rise in 2015. Capitalising on its strong position in its domestic market and on great acceptance in overseas markets, the brand has prepared an expansion plan and recently opened an office in Miami, USA, with intention to "shakeup the American market." The company also exports to other countries such as Spain, Portugal, Italy, Chile and in the United Arab Emirates.

Manuella Bossa, Director and founder of TRUSS Cosmetics, highlights this important step for the brand. "We have considered every smallest detail to implement our expansion to the United States. We prepared a lot, studied the local market and hired a highly competent staff for the operation,” she explains.

This expansion has always been part of the company’s strategic plan. "Opening an office in the US has several commercial advantages and may become a key factor off success in this growing but high competitive market. Your U.S. customers see you differently when you are based inside the country," adds Bossa.

TRUSS Cosmetics expects its US headquarters to equal the level of Brazilian sales within four years. The company is investing USD 15 million a year in the international market and for 2015 it is expected that the activities of the US subsidiary should represent 15% of company revenues.

© 2015 - Brazil Beauty News -

latest news
Centdegrés designs Eudora's new eau de parfum: Impression

Centdegrés designs Eudora’s new eau de parfum: Impression

Impression, the latest men’s fragrance by Eudora, aims sophisticated consumers with woody and amber notes based on cistus labdanum, musk and patchouli. The Boticario Group brand has entrusted Centdegrés for the bottle design. The agency took inspiration from an hourglass symbolizing time and the importance to take advantage of (...)

read more
Experts’ views
Dr Dennis Gross: Dedicated to leading the US advanced skincare market

Emmanuelle Bassmann
Dr Dennis Gross: Dedicated to leading the US advanced skincare market

What is the new face of Doctor Brands? What is the strategy of leading skincare brands launched by Medical Doctors or medical-oriented? After an overview of Skinceuticals’ values and strategy let’s now focus on Dr Dennis Gross. Dr Dennis Gross skincare line formed in 2002, was inspired by the skincare concerns of patients at his NYC (...)

read more