Founded in 1986 by the chemist Daniel de Jesus, Niely was acquired by L’Oréal in Brazil to strengthen the Group’s growth in the country. Niely’s portfolio has 3 main brands: Cor&Ton, the haircolor leader for 9 consecutive years in Brazil; Niely Gold, a complete haircare brand; and Diva, a haircare line focused on specific types of hair.
Sold at affordable prices and with high penetration among Brazilian middle class, Niely products are widely distributed to retailers, wholesalers, supermarkets, pharmacies and perfumery networks in Brazil. Niely is now part of the Consumer Products Division of L’Oréal in Brazil, together with L’Oréal Paris, Garnier, Maybelline NY, Colorama and NYX Professional Make-Up.
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