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Companies & industry

FACE IT projects 30% growth in 2018 with an eye on the vegan market

After just over a year of operations, the company expands its line of lipsticks with a focus on conscious consumption and cruelty-free products.

As the market sees a growing demand for a healthier and more conscious lifestyle that encompasses people’s wellbeing and the environment, companies seize the opportunity to grow their portfolio with cruelty-free, vegan and organic products. The green beauty phenomenon is often defined by three pillars – ingredients, ethical commitment and certification. Kantar Worldpanel has recently released a study that shows that 50% of consumers say they prefer to purchase organic and natural products that do not pollute the environment and do not contain sulfates or parabens.

Julia and Elza Barroso, founding partners at FACE IT

Julia and Elza Barroso, founding partners at FACE IT

Although the associations that regulate the industry do not have specific figures on this market in Brazil, companies see a promising scenario and investments are ever growing. FACE IT Natural Cosmetics is one of them. Founded in March 2017, the company recorded about R$ 650,000 in sales in its first year of operations with a line of vegan lipsticks.

Mother and daughter, Elza and Julia Barroso, invested R$ 450,000 in the business and are optimistic for 2018. They plan to increase FACE IT’s product offer in 45% and grow 30% in sales this year. The company currently has nine products, including lipsticks and a lip balm, and is about to launch another three liquid lipsticks. The products are made in Italy by LabPhyto using natural and organic ingredients.

"Vegan products do not contain any animal-derived products such as beeswax, carmine, collagen or lanolin. And most importantly, they are not tested on animals," says FACE IT’s founding partner, Julia Barroso.

The idea behind the company came about when Elza and Julia were willing to change their own habits and started searching for natural and vegan alternatives. They saw this market’s growth potential from a consumer perspective and developed a passion for advocating for cruelty-free products. They also embraced the mission to create awareness on the potential risks of chemicals in cosmetics and this served as an inspiration to create the brand.

"In addition to not containing animal derivatives, the products do not have harmful ingredients like petroleum byproducts, heavy metals or BHT in their formulation," says Julia. She highlights the importance of checking the label before buying a product that claims to be vegan to ensure it is certified accordingly.

All FACE IT products are certified by PETA (People for the Ethical Treatment of Animals) as cruelty-free and vegan. They also hold the EURECICLO seal for its waste compensation program carried out in partnership with recycling cooperatives that collect the estimated amount of recyclable waste produced by the company from the environment. FACE IT also complies with the National Solid Waste Policy, which seeks to regulate the way the public and private sectors handle waste.

With an average ticket of R$ 79, the company sells its products through its e-commerce platform and retail stores, with a focus on those that promote a natural and sustainable lifestyle. Shipping is available to countries such as France, Germany, Portugal, Panama, Colombia and the U.S. "We are still not sure if opening physical stores is the way to go for our business. It’s an important strategic decision, so we are assessing this possibility very carefully,” says Julia.

Regarding the company’s expansion plans, she adds: "We are committed to growing, but we are also very mindful. Our product is quite unique and, therefore, we need to find partners that share our philosophy.

Daniela Belli


© 2018 - Brazil Beauty News -

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