Vanessa Vilela has traced her entrepreneurship by investing in an innovative business format
Summary
The Kapeh Cosméticos and Cafés Especiais brand, founded in the south of Minas Gerais, offers a complete experience to customers, with innovative and differentiated products.
The passion for cosmetics dates back to childhood and the inspiration for the products came from the coffee plantations in southern Minas Gerais, this was the perfect combination to inspire the realization of the dream that gave rise to the pioneer brand in the use of coffee in the cosmetics sector, Kapeh Cosmetics and Special Coffees. This franchise network offers an unprecedented operation since its foundation, focusing on an innovative business format, bringing together two operations in one space, using coffee as its flagship product.
The brand allows franchisees to have two sources of income in a single franchise, with a complete café and a cosmetics shop, exploring the entire universe of wheat, known as “black gold” in Brazil, approximately 40% of all world production. produced on Brazilian soil, the main coffee growing states are Minas Gerais, Sao Paulo and Paraná, with innovative and differentiated products.
Today Kapeh has 22 units spread across Brazil and intends to close in 2025 with 100 units sold. The company also sells its mix of more than 200 items through the brand’s e-commerce site.
Immersion in the world of coffee
With the message “coffee like you’ve never seen it”, the brand brings innovation and immersion to the drink for customers. This experience ranges from tasting different types of cereal preparations to cosmetics based on the still green fruit.
In the café you can taste the coffee butter, developed exclusively by Kapeh, the product has creaminess and a delicate bean flavour, harmonizing perfectly with the croissant and cheese bread available on the menu. Furthermore, it is possible to have an experience tasting different types of specialty coffee preparations from different producers to understand the nuances, color, texture, intensity, body and flavors that each bean possesses, prepared using the French press method, filtered, expressed. , hario V60 and Aeropress. The menu also offers homemade cornmeal cakes and desserts, such as cookies and brownies.
In the cosmetics line, the brand offers 200 items aimed at women, men and children, as well as household items, such as room diffuser, anti-aging gel cream with sun protection, facial cleansing mousse, body scrub, perfumes, soaps bath products, aftershave cream gels, specialty coffees (ground, in beans and capsules), among others. All cosmetics are made with green coffee beans, coming from the Rancho Fundo farm, located in the south of Minas Gerais.
With the motto of continuously investing in product innovation and quality, they extract raw materials from standardized green coffee beans, with certification and traceability, ensuring franchisees that they provide high-quality products to their consumers.
Coffee as fuel
Pharmacist and biochemist Vanessa Vilela, founder and CEO of the brand, born and raised in Três Pontas, Minas Gerais, has always dedicated herself to studies. She first graduated in Architecture at the Federal University of Mato Grosso (USMT), but chose to study Pharmacy, as it was the course most in line with her dream as a girl. Following her path, Vanessa worked in the pharmaceutical compounding industry for almost seven years. In 2007 he decided to leave his job to pursue his dream, investing R$500,000 and for three years he dedicated himself to the research and development of the seven products that make up the traditional line, items still available in the portfolio, focusing on sales in multi-brand channels, such as pharmacies, spas and beauty salons.
In 2007, Kapeh was launched and quickly gained media exposure through awards, increased sales and interest from new consumers. A visionary bet, considering the health, beauty and wellness sector which closed the 4th quarter of 2023 with a growth of 17.5% compared to the same period of the previous year, according to the ABF (Brazilian Franchising Association).
In 2010 Vanessa was among the 10 best entrepreneurs in the world in the Empretec Women in Business Award, promoted by the UN and continued with a series of awards, such as the National Innovation Award, organized by the National Confederation of (CNI), Young Global Leader (YGL), from the World Economic Forum, which recognized the most outstanding young global leaders; Rising Talent of the Women’s Forum for The Economy & Society, finalist, among others, of the WEPs Brazil 2021 – Companies Empowering Women (ONU MUlheres) award.
Source: Terra
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