Instituto Beleza Natural

Instituto Beleza Natural is the largest Brazilian network specializing in high-quality products and treatments for curly and wavy hair.

Founded in 1993 in Rio de Janeiro by Heloísa Assis, Leila Velez, Rogério Assis, and Jair Conde, the company has grown from a small shop in Tijuca to 28 locations across states like Rio de Janeiro, Espírito Santo, Bahia, São Paulo, and Minas Gerais. The institute offers beauty services including haircuts, coloring, makeup, and hairstyling, with a unique collection of 30 specific haircuts for curly and wavy hair. Unlike traditional salons that aim to straighten hair, Instituto Beleza Natural focuses on enhancing natural curls, promoting healthy hair growth. The company also operates a cosmetics factory called Cor Brasil, which develops exclusive products for various hair types, including the Fortalece e Cresce kit for at-home use. With a dedicated team of trained professionals, the institute serves around 60,000 clients monthly, primarily Brazilian women, addressing a significant market need.