Niely is the largest independent hair colour company in Brazil
L’Oréal’s acquisition of Niely Cosmetics, which was announced in September last year, has been approved by the Brazilian regulatory authorities and is currently undergoing finalisation.
Niely Cosmetics is the largest independent hair colour and hair care company in Brazil, with a net revenue of €140m in 2013. The group comprises two main brands: Cor & Ton for hair colouration and Niely Gold for shampoo and hair care.
The brand is said to have a large penetration among the country's growing middle class thanks to its accessible prices and wide distribution via retailers and wholesalers, supermarkets, pharmacies and perfumery chains. It has industrial and logistical facilities in Nova Iguaçu in the state of Rio.