Brazilian hair care company expands product range and negotiates local distribution to widen retail reach amid rising demand for plant-based colour solutions
Surya Brasil is strengthening its India presence after clocking 30 per cent growth in the United States last year, expanding its product portfolio beyond its flagship Henna Cream and entering negotiations with local distributors to widen reach. The company operates in more than 40 countries and is now introducing a broader line-up of hair care and treatment products for the Indian market. The move follows a year in which the brand outpaced the US hair colour category by 16 percentage points, according to NielsenIQ data.
Speaking to reporters in Delhi on Thursday, Clelia Angelon, Founder and Chief Executive Officer, Surya Brasil, said the company would follow the same phased approach it adopted in other markets. “We go to the market, and we work in order to make steps. My first step was to show our product. Now, we are going to start with our product. And this is the way we are very successful in the U.S. and Japan, and in South America,” she said.
Angelon said repeat purchases and referrals have driven global growth. “If you like, what do you do? You buy again and you tell your friends. This is the way we have been all over the world. So, that is what we expect in India,” she said.
Portfolio Expansion
As part of its India push, Surya Brasil is rolling out complementary ranges including the Color Fixation line, Hair Therapy range, Balanced Cleansing Shampoo, Nourishment & Protection conditioner, Brazilian Vegetable Keratin, Force line and Bio Finishers range. Henna Clean and Henna Force are positioned as treatment-focused products aimed at improving scalp health and strengthening hair.
The Henna Cream remains central to the company’s India strategy. Formulated with up to 98 per cent natural ingredients, it offers grey coverage and is positioned as free from ammonia, ethanolamine, triethanolamine and PPD.
Angelon said the company focuses on research and formulation standards. “In hair colour, we do not have competitors all over the world. Whatever we do, in our development area, we know that we have to compete with all over the world. We invest in research. We invest in quality. We invest in awareness,” she said.
Distribution Strategy
Angelon said the company is in discussions with local partners who will handle imports, while Surya Brasil will provide marketing and training support. “In India, we are in a negotiation with local distributors. The local distributor is going to import, and we are going to give him support for marketing, training. In India, especially, I am going to do my best,” she said.
With manufacturing based in São Paulo and operations in Houston and Milan, the company is positioning India as a key growth market within its global portfolio, banking on rising consumer interest in natural and plant-based hair care solutions.
