Brazil’s Truss cosmetics to further expand internationally

By Deanna Utroske

- Last updated on GMT

Brazil’s Truss cosmetics to further expand internationally

Related tags Middle east Saudi arabia United arab emirates

Exports account for nearly 20% of the hair care company’s business. And now Truss, like similar beauty brands in the region, is looking to reach more markets in the Middle East.

Manuella Bossa founded her company in 2003 and began exporting to the Middle East two years ago, according to a recent item on Truss currently does business in Lebanon and Jordan.  And, in conversation with that site about company plans for growing its reach in the Middle East, Bossa says “we are very interested in expanding to [other countries].”

Comprehensive hair care

The Truss product portfolio is a complete collection of professional and consumer hair care, coloring, and styling products. And, it’s the breadth of the product range that makes it popular in Brazil and abroad. “There are maintenance and professional products specific to each type of hair and formulas…[which makes] the products…easily adaptable to other countries,”​ says Bossa.

Besides Brazil and the Middle East, the company does business in Latin America: Ecuador, Chile, and Peru; as well as in the US and in Spain.

Bandwagon effect

Hair care is a popular export for Brazil. Acqua Coco, a company that specializes in formaldehyde-free hair straitening products, does 60% of its business in exports. That company is in the midst of a rebranding and facility expansion project that will up production, following recent capital investments, according to Like Truss, Acqua Coco has partnerships in the Middle East as well as in Africa, France, Spain, and Italy.

Last summer another Brazilian beauty player, The Sweet Hair company, grew its export business to the Middle East and Africa too. The company started with partnerships in the UAE and added in Kuwait, Oman, and Saudi Arabia. Tradeshows like Beautyworld Middle East expo helped The Sweet Hair company gain footing in the region, as Cosmetics Design reported​.

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