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Niely’s founder is back with a new haircare brand

In 2014, Daniel Fonseca de Jesus sold Niely to French multinational company L’Oréal. Established in 1986, his haircare product manufacturing company reached an annual revenue of R$ 540 million and was sold for more than R$ 1 billion. A contract clause prohibited him from working in the industry that made him famous, but this interruption is now over and Jesus has already announced his comeback to the cosmetics industry.

Daniel Fonseca de Jesus sold Niely to French multinational company L'Oréal...

Daniel Fonseca de Jesus sold Niely to French multinational company L’Oréal in 2014

A launch date and brand name have not yet been released. Jesus, who was until recently occupying the role of vice-president of L’Oréal’s strategy committee, is still looking for a partner. He said to Brazilian media his new company will focus on haircare and colouring products, the same sector in which Niely became a sales leader with its Cor&Ton line.

The businessman stated he aims to conquer 10% of the Brazilian colouring and haircare sector within the next five years. To achieve this goal, he has plans to build a strong distribution network, invest in marketing and put together a team of 300 promoters, who will work directly at the points of sale presenting products to consumers.

Even though Jesus has over 30 years of industry experience and a degree in Chemistry, he has hired both Brazilian and international companies to help develop the products that will form the new company’s portfolio. Make-up and skincare lines are also expected in the future. This time around, all product manufacturing will be outsourced, but, as was the case with Niely, the products will be geared towards lower-income consumers.

In addition to being the CEO of the new cosmetics company, Jesus, who recently turned 60, remains at the helm of Milano, a holding company with stakes in businesses from different industries, such as the fast-food chain Taco Bell and the Cultura Inglesa chain of English Language schools.

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