How did the idea of the natural beauty of care? Was there a specific moment in which you realized that you wanted to create a clean beauty brand in Brazil?
The brand was born from our dissatisfaction (Patrícia Camargo and Luciana Navarro) with the traditional beauty industry. While Lu had a chemotherapy and was recommended to doctors to abandon traditional cosmetics, I, as a fan of beauty and passionate about the theme, already had a certain knowledge of the “side B” of the toxic resources present in the products. After many research and studies on natural cosmetics, we saw how the clean beauty movement (clean beauty) was already a reality in Europe and the United States. On the other hand, it was still a market that practically did not exist in Brazil: we understood this opportunity for the segment and we decided to find treatments.
What were the major challenges to transform this dream actually at the beginning?
There are still many challenges when we talk about clean beauty. But in 2018, this market was not the growing power we see today. He was an exploited and appreciated subject. When we launch the brand, we also begin an intense process of consumer education, which we continue to do to date.
Another initial challenge was to find a sustainable packaging that also provided a design. Our Duos blush and illuminators, for example, had a cardboard packaging. More recently, we can create a beautiful green plastic package that is also remake!
It has been and it is a great challenge to develop products with 100% clean formulas that offer high performance, but modesty do it very well.
Even with all accidents, we have always maintained the values of very solid care and we have no doubts that this has been one of the main factors for the brand to have the success it has today!
Is there any story in the backstage since the beginning of the brand that still inspires you?
There is a story that inspires us more and that significantly translates our way of being and acting in the world. It was then that the products were not ready for time for the day of the official launch of the brand with the press. We discovered it in the morning before the event and, instead of despairing or erase everything, we took a plane, we went to the factory, we entered the production line, we made our luggage with our hands and brought to San Paolo the same day at night. At dawn, we started the assembly so that everything was ready in the way we had dreamed of.
For me (Luciana), he says a lot about what he has to undertake: to build, insist, do not give up unexpected events. And it is this spirit that continues to give us energy to go on with the company.
Expansion and growth
Assistance began with a well -defined purpose. How was it to grow without losing essence?
It is much easier to follow in this way, but at the same time, very demanding. I will explain: it is easier because when you have a focus and something very clear within you, everything makes sense. But it is also very demanding because, most of the time, it is neither the easiest, fastest nor the least tortuous way. However, it is the most rewarding path.
What were the main milestones you see as a key curves for the brand?
Our entry into all Sephora stores in Brazil at the end of last year was a large milestone for us, as it allowed to be closer to other publics throughout the national territory. Following, the acquisition of Care by the Granado Group also put assistance to another level in terms of visibility and expansion of the brand.
What was the greatest learning that expansion offered you as entrepreneurs?
I think that the biggest learning that Care’s expansion has brought us is that everything really has its right time. We have always had a very responsible and very cautious growth, and we looked to the side and we saw several brands accelerate a lot and grow very quickly. But he turned the corner, the signs died and we went slowly. And we always wondered: are we right or should we accelerate more?
So I think the expansion was confirming that small steps, but well given, are the secret of the longevity of the business.
Information on merger with Granado
We were already thinking of taking this step carefully and evaluating other market groups. When we learned about the interest of the Granado group, we had no doubts. The fact that it is a family business, which enhances national production and is also managed by a woman, has enchanted us a lot. We feel a lot of synergy in the values of both companies!
What did the merger back again in terms of possibilities of care?
Numerous possibilities, right? On the side of access to raw materials, to much larger and better production processes, the possibility of a greater flow rate of the brand, the possibility of internationalization of the brand, bringing the Brazilian clean beauty all over the world, not only in Brazil, being in several physical points, gaining more closeness to our community throughout Brazil. So there are many earnings with this movement.
With care, Granado now completes the wallet inside the clean beauty segment. We are a business unit within the Granado group, with 100% autonomy in product development. Our excellence in clean beauty will add even more value to Granado’s historical inheritance.
Pioneering in clean beauty in Brazil
How is it for you to bring the title of the pioneering brand into a clean beauty in Brazil?
It is a huge pride. We have a thorough care with everything we do and always put the brand’s values. This recognition also offers us the responsibility to educate, inspiring and causing changes in the sector, taking a look at beauty.
When you started, the market was prepared for this concept or did you have to educate the consumer?
It was and still needed to educate the consumer, because although the concept of clean beauty is gaining soil in the conversations on the car -cure, it still arouses doubts and reserves. Our role was to translate this accessible concept, showing that it is possible to combine the effectiveness, safety and purpose in the same product. More than selling dermocosmetics by care, we try to make room for a change of mentality in beauty consumption.
What progress do you see today in the clean beauty sector and where do they still want care?
It is clear that the clean beauty movement is not only a trend, but the future of industry. We are witnessing a movement of large companies to buy more sustainable product lines, with fewer toxic active and more natural ingredients. This request comes from the consumer himself, who is currently even more aware and informed.
We want to continue to be recognized as the Pioneer brand in Clean Beauty and bring our products for skin care and make -up that appreciate many active ingredients in Brazil also in other countries!
Future and purpose
Wow, let’s imagine a lot, much bigger than her today and certainly win a world outside. I think this is our biggest dream, so it is to see truly Brazilian products created to take true health, the true beauty for women and the planet, which reach the world and take some of the importance of our country as performance of aware products, clean products and high performance.
What message would you like each person to take with you when you use a care product?
It may be every use to be a reminder that beauty is to choose the car -but in harmony with your health and the future of the planet.
If they could go back in time, what advice would they give to the two founders at the beginning of the trip?
Without a doubt the advice would be calm, that you are on the right way, everything will be fine.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
