Brazil is the second biggest market for the professional hair care brand. The family-owned company which is based in the Netherlands, expects growing by more than 20% this year in the South American country.
Out of 85 countries in which Keune Haircosmetics is present to date, Brazil ranks second in terms of revenues. The Brazilian subsidiary recorded a 25% growth in sales in the period January-August 2024. One of the best progressions for the group worldwide.
“We have a unique way of working and our figures prove the effectiveness of our actions, which involve a consolidated relationship with hairdressers, a commitment to training and the supply of equipment,” explains Marcelo Raskin, Keune Brazil’s CEO.
The manager set ambitious targets to the subsidiary this year. “We aimed to achieve significant growth in 2024 and we want to continue at this pace in the coming months. For this last part of the year, we are forecasting growth of 20% compared to the previous year.”
Leading the pack for over ten years
The aim is to ensure that Brazil remains one of the driving forces behind Keune’s development; the business in the country has ranked among the brand’s top three best growth rates worldwide for more than ten years.
“We have done a consistent and meticulous job. We monitor the market and carefully listen to consumers, always taking suggestions into account and integrating them internally,” Raskin emphasizes.
Due to the wide diversity of its population, Brazil is considered a “laboratory” for the development of hair products. “We are part of a group of a group of countries selected to discuss ideas for the future of the brand across the world. This also means that the needs of the Brazilian consumer are increasingly present in new developments.“
The Confident Curl line, designed for curly hair and presented at the end of last year, is a good illustration of this process. “Our team supported the factory in the development of a formula that meets the needs of our audience. Another example is the launch of Infinite Blonde, a bleaching powder that aims to offer an even more optimized solution for daily work in the salon.”
Hair care segment to continue growing in Brazil
According to Mordor Intelligence, hair care segment will continue to grow in Brazil, and is expected to reach USD 7.70 billion by 2028.
“We know that we have many opportunities here and we are eager to seek and deliver our best. Brazil is a powerhouse in the hair segment. When we talk about dyes, we are the second largest market in the world, second only to the United States, according to data from Euromonitor International,” says the CEO.
With good organization, well-defined management processes and consistent investment in branding and communication, Raskin says it is possible for Brazil to surpass Australia, Keune’s number one market in the world. “We admire the work done by our Australian friends. We have healthy competition, based on an exchange of experiences and a real collaboration. On our side, we still have many fronts to be explored, regarding both regions and categories. If we perform well, we have every chance of reaching the top position.”
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