Our Story
FOUNDED IN 1969 BY MR ITAMAR SERPA, ON INTERNATIONAL WOMEN’S DAY, EMBELLEZE.
Embelleze is a 100% Brazilian company dedicated to creating the best beauty solutions for women in all their diversity—different backgrounds, lifestyles, and unique beauty needs.
With deep expertise rooted in its Brazilian heritage, Embelleze understands and celebrates the richness of every woman’s beauty.
With a portfolio of over 625 products and a presence in 70 countries by 2024, the group develops haircare solutions designed to embrace and enhance the infinite diversity of its consumers.
Who We Are?
Itamar Serpa
Founder
In Memorian
Jomar Beltrame
President
Timeline
Embelleze was founded by Itamar Serpa Fernandes on 8 March, International Women's Day.
Launch of the Novex product family, with natural ingredients and 1 kg pots, marking the start of TV advertising.
Launch of Maxton, achieving national success due to its wide range of colors, and first participation in Cosmoprof, one of the largest international beauty fairs.
Creation of the Embelleze Institute, aimed at training professionals to work in various segments of the beauty sector.
Expansion of international operations, with subsidiaries opening in Latin America, Europe, and the United States.
Novex rebranding and Embelleze Europe's participation in Rock in Rio Lisbon.
Embelleze Brazil
Our factory is located in the state of Rio de Janeiro, Brazil. We produce more than 100 million units a year.
Present in approximately 100,000 points of sale throughout Brazil, including large companies such as:
INTERNATIONAL ORGANIZATION
HEADQUARTER
HUB North America
HUB Europe
HUB Latam
HUB Asia
PARTNERS AND RETAILERS WHO TRUST THE BRAND
Among the biggest beauty companies in the world
VOTED THE 66TH LARGEST BEAUTY COMPANY IN THE WORLD!
The 2023 edition of the American magazine WWD Beauty Inc has published the top 100 beauty companies in the world. Once again, Embelleze is part of this ranking of excellence, this year occupying number 66.
