L’Oréal announced today that it has finalized the acquisition of Niely Cosmeticos in Brazil. Niely Cosmeticos is the largest independent hair coloration and hair care company in Brazil, one of the world’s largest hair color and hair care markets.
With a net revenue of 406 million Brazilian Reals in 2014 (130 million euros based on the average rate of the Brazilian Real in 2014), the Niely Cosmeticos group has two main brands: Cor & Ton for hair coloration and Niely Gold for 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.
A strategic move for L’Oréal in Brazil and Spanish-speaking Latin America Zone, the acquisition of Niely Cosmeticos will complement the products offered by L’Oréal’s Consumer Products Division in Brazil.