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With its own plant, B2E hopes to grow by 30% and produce 80,000 litres of hair products every month

Aimed at exports and having the Middle East as its main consumer target, B2E also wants to focus on the Brazilian market.

The B2E Group - owner of professional hair care brands Sweetnez, Maria Isabel, Diamond and Flamingo – was founded in Minas Gerais in 2015. In the following year, the brand’s operations were transferred to São Paulo. The group has now announced it is opening its own manufacturing plant.

Nazir Farra, group's general director

Nazir Farra, group’s general director

Located in Cotia (35km from São Paulo), the new plant will be capable of producing 40,000 litres of hair care products a month, with the possibility of doubling production soon. Its production line will also manufacture 20,000 electric products - such as hair dryers and straighteners - for the group’s fifth brand, Gold Caviar.

We chose to settle in Cotia due to ease of access and better logistics. We are already thinking of expanding, since the town offers the possibility for growth,” says Nazir Farra, the group’s general director. Not revealing how much was invested in the plant’s construction, Nazir says they are still buying the necessary machines and he feels confident that the investment will pay off. “We hope to grow 30% in business volume this year.

Even though it still a young company in the market, B2E was created with exports as part of its DNA and has made sales in over 20 countries. Currently, 100% of its production is aimed at the international market and the biggest buyers of cosmetics products are countries in the Middle East - such as Egypt, Saudi Arabia and Iraq – as well as Morocco. “We have a lot of contacts in the region and consumers from that area embrace our products”, says Farra, a Syrian immigrant, who has been living in Brazil since 2012.

According to data from the Arab Brazilian Chamber of Commerce, Arab countries are number nine on the list of the top 10 countries which import cosmetic products from Brazil (the other countries on the list are all in Latin America). In 2018, exports to these countries reached over US$ 17 million, a 15.5% increase in comparison to the previous year.

Hair care products represent almost all of the sales to the region (95.8%), followed by makeup and skin care products (1.84%) and oral hygiene products (1.18%). Among the main destinations for Brazilian products in the Middle East are the United Arab Emirates (34.9% of exports), Saudi Arabia (18.35%) and Iraq (16.05%).

According to Farra, Arab clients are demanding when it comes to quality of products and the technology employed. “We need to be proactive to address their demands and always keep an eye on market innovations.” The positive experience with this consumer group got the company excited. “Our success in the Middle East led us to invest in new markets across Europe and America.

Farra says participating in international events in the beauty sector was essential for creating a network of clients abroad. “We go to international fairs to promote our work and this is where we find clients.” Among the events attended were the Beauty Show Middle East, which took place in Dubai, and Cosmoprof in Italy.

By opening the plant in Cotia, B2E’s general director also hopes to expand the company’s business on two other fronts. The first is producing for other companies. B2E currently develops customized cosmetic products for clients such as Mabelle Professional and Bio Keraline with Farra admitting to having closed deals even before the machines are running. The second front is its operations in Brazil. “We intend to dedicate ourselves to the Brazilian market in the near future,” he says.

Renata Martins


© 2019 - Brazil Beauty News -

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