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L’Oréal To Acquire Niely Cosmeticos

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By: TOM BRANNA

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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 wholesal...

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