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Companies & industry

"Cosmetics customization is already a reality in the world," says Pedro Nunes, partner at Meu Q

The Brazilian start-up company allows clients to create personalized haircare products according to the specificities of their hair type, choosing fragrances and colors for the formulas.

Pedro Nunes spent most of his childhood and adolescence in beauty salons. Son of hairdresser Wanderley Nunes - owner of the Studio W chain - Pedro became a race driver. After years dedicated to the sport, Nunes returned to the family business, taking over the new business department.

Pedro Nunes with partners Dimitri Ribeiro and Lucas Barchetta

Pedro Nunes with partners Dimitri Ribeiro and Lucas Barchetta

’’I have always been very close to the beauty market, following the retail movement both in and outside Brazil," says Nunes. "Focused on innovation, I began to search all over the world for opportunities and trends in this sector, which is extremely competitive and has been constantly changing."

Following the launch of the Singu app - through which clients book services such as manicures and haircuts at home - Nunes decided to invest in personalized beauty products. "Cosmetics customization is already a reality all over the world. A study by McKinsey shows that, by 2025, two in every five women will use personalized beauty products," he says.

Nunes was inspired by two North-American brands: Function of Beauty and Prose. Together with partners Dimitri Ribeiro and Lucas Barchetta, he launched the startup company Meu Q, which allows clients to create their own haircare formulas. "People are increasingly looking for tailor made products. They don’t want to be put into boxes of market categories that will determine what they want or need."

In order to develop their shampoo, conditioner and leave-in, consumers access the company’s website and answer a questionnaire. They have to inform us of their hair type and structure, if the strands have been chemically treated and what goals (out of five choices) the formula should have - including moisturizing, color protection and defining curls. As well as choosing a name, customers can also decide on the fragrance and the color of the product. There are over 600,000 possible combinations.

During the three months in which the company has been in operation, Nunes realized that the questionnaire is one of the main challenges of Meu Q’s strategy. "We discovered many women do not know their hair profile," he says. "We are already developing a new version of the website that will include an experience section to educate consumers and help them diagnose their own hair." Nunes says that the idea is for customers have access to a trichologist to ask questions or even schedule a conversation with a specialist to make a virtual assessment of hair strands.

After the orders are made, they are sent to the laboratory. "We manufacture products on demand, as there is no stock of end products," says Nunes. According to him, for orders in the city of São Paulo - where the company is located - deliveries take place within three working days. "During the second half of the year, we want to reduce this to two days." Outside of São Paulo, the wait can take up to five days, depending on the location.

The executive plans to open physical stores. "We are planning a flagship store, where clients can learn about our proposal, smell the aromas and feel the texture of our products and even order them, receiving the product at home in just a few days."

Nunes says he is excited about the company’s development. "In this short period of time we’ve had over 15,000 monthly visits on the website and have received orders from 22 Brazilian states." He says that in the second half of 2020, their hair care line will increase and, in the future, they will invest in other categories of customized cosmetics.

"Our market differential is the proximity we have with our clients. We are ’one-to-one’ and not ’one-to-many’, as retail usually is," he says.

Renata Martins


© 2020 - Brazil Beauty News -

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