Ada Mota has worked to transform the market by including scientific research and evidence in the creation of its products
In 1984, Holy Spirit Ada Motarecently graduated in Paris with a doctorate in dermopharmacy – an innovation that emerged in France in 1971, with the aim of uniting science and cosmetology -, she returned after four years to her hometown, Vitória, in Espírito Santo.
From that moment on he set in motion: he opened five pharmacies in ten years and interpreted this new market movement as an important step towards the creation of his first effective cosmetics. This is how Adcos was born, a 100% Brazilian cosmetics brand with a solid base of scientific studies, one of the most respected dermocosmetics brands in the country, which turned 30 in 2023. There are 170 stores in all states and an annual turnover of approximately R$500 million.
“I dedicated myself completely to my passion: the development and study of new active ingredients and formulas for the creation of dermocosmetics, managing pharmacies and taking care of children,” recalls Ada, who had four children.
In the 1990s, with Adcos already on the road for a few years, he created the brand’s first flagship product, Reduxcel anti-cellulite cream. “We researched a product with a high concentration of caffeine, a draining agent, and created a precise and effective composition for the best result,” explains Ada, also explaining that one of the biggest differences is the high concentration of active ingredients in each product. product, so that it actually keeps the promise made. “We are committed to achieving results,” she emphasizes.
Ada’s impact on the national beauty market, however, went beyond her business. In its 30 years of existence in Brazil, Adcos has implemented a new category of beauty products, based on its active ingredients and exact formulas for skin treatment. The era of dermocosmetics was finally taking hold among a public accustomed only to cosmetics, as hygiene or beauty products without scientific basis are classified.
“What happens in your skin? I explained this landscape by traveling throughout Brazil to lecture at symposiums for professionals, from dermatologists to pharmacists and beauticians,” recalls the founder. “I started working with this public towards the need for scientific proof, I wanted the market to understand that this was necessary not only for Adcos, but for the evolution of national products. This path of sharing our knowledge and purposes has put the company in contact with many professionals and they contributed to the formation of a scientific culture”, he explains.
In three decades of history, Ada remains in the company, leading the innovation area, and today has her four sons as managers in the administration, technology and scientific committees sectors. “The scenario today is very different. Brazil has become the fourth largest beauty market in the world, the public has information, requests and questions about what contributes to the constant development of products. At Adcos we continue to follow the mission of innovating in the beauty segment “Today, for example, the photoprotection category has enormous relevance. As a Brazilian brand, we felt compelled to create the best sun protection products and launched the first Brazilian sunscreens in stick format, a global trend.” he adds.
According to Sao Paulo dermatologist Adriana Vilarinho, the Brazilian dermocosmetics industry has offered products with cutting-edge technology, nanoencapsulated and suitable for the Brazilian climate, with proven effectiveness. “Over the last 20 years, Brazil has transformed and today offers high-quality products with an excellent cost-benefit ratio, such as those of Adcos,” she says.
Source: Terra
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