L’Oréal To Acquire Niely Cosmeticos

BRAZIL: L’Oréal has signed an accord to acquire Brazilian independent hair color and care company Niely Cosmeticos. Founded in 1981 by Daniel Fonseca de Jesus and with a net revenue of nearly $180 million last year, the Niely Cosmeticos group has two main brands—Cor & Ton hair color and Niely Gold shampoos and care. Sold at “accessible prices and enjoying a large penetration among the country’s middle class,” Niely Cosmeticos products are widely distributed throughout retailers and wholesalers, supermarkets, pharmacies and perfumery chains, noted L’Oréal. Niely Cosmeticos also has industrial and logistical facilities in Nova Iguaçu, in the State of Rio.

“The acquisition of Niely Cosmeticos is a strategic move for L’Oréal in Latin America and Brazil, one of the biggest and fastest growing hair color and hair care markets in the world where consumers have a long tradition of beauty and demanding expectations,” said Frédéric Rozé, EVP of L’Oréal in charge of the Americas.

“We are delighted to join L’Oréal. We are convinced this operation will allow Cor & Ton and Niely Gold consumers to benefit from all of L’Oréal’s marketing and research and innovation expertise. It is also a great opportunity for our people to pursue Niely’s adventure within the world’s leading beauty company,” said Daniel Fonseca de Jesus, founder of Niely Group, who will be joining L’Oréal Brazil’s strategic committee as vice president.