Keen to expand its global presence and strengthen its closeness to cosmetics brands around the world, French plant-based biotechnology pioneer Greentech settled in Brazil when it acquired actives supplier Mapric, in 2016. Today, with its wide range of products tailored to different needs, the company is a benchmark partner for both the biggest players on the market and small independent brands.
“We aim to follow the group’s strategy, while taking into account Brazil’s specific characteristics. We work with big names such as Boticário, Natura, L’Oréal, and Granado, who are keen on our offering produced mainly in France. We also make a few extracts here, in Brazil, which are more accessible to smaller brands”, says Fernando Alves de Godoy.
Strengthened by Brazil’s biodiversity
It is a major asset for the Greentech group’s product innovation activities to explore the Brazilian flora. The subsidiary, which already works with typically Brazilian ingredients such as cupuaçu, muru muru, castanha do Brasil, and pracaxi, paves the way for more diversified sourcing.
“We have a wide variety of plants here. But in Brazil, there is strict control over the use of botanical resources, so it is important to develop the supply chain, while taking care of our different biotopes, as well as their biodiversity and the communities involved”, explains the Director of Greentech Brasil.
As part of the development of Greentech actives, the subsidiary carries out the extraction of Jua, a Brazilian tree and the main component of Dandrilys, one of the most recent launches. As part of its Jua operations, the company takes part in government programmes to pass on profits to local communities.
“We have promoted the value of a tree that local communities used as firewood, thinking it was worthless. Today, we can extract bioactives from the bark and support 200 families with the sourcing process, and in promoting the value of this essence”, continues Fernando Alves de Godoy.
A rise in power
Greentech Brasil now employs 37 people and produces an estimated 10 tonnes a month. Nevertheless, the company aims to eventually exploit its total capacity at its Diadema site, in the greater Sāo Paulo area.
“We have enough space to produce 40 tonnes per month of extracts and plants and meet the needs of our Latin American customers. We have started to expand, with new customers in Paraguay, Argentina, and elsewhere. And thanks to some investments, we are also going to be able to move from producing the extract to the active itself. For example, we will be able to produce Dandrilys, which will be exported to France, and not just Jua powder”, explains Fernando Godoy.
In tune with the Brazilian market
Just like in most markets, Brazilian cosmetics are now turned to naturalness. Greentech is part of this trend, which is related to greater demand for specific skincare.
“In Brazil, too, the population is ageing and customers want more natural products with proven efficacy. Our products involve a highly technical and scientific content, so they meet this expectation”, notes Elizabeth Auricchio, Technical & Marketing Director.
In Brazil, the perfume and hair care categories dominate. “The category of hair care has grown faster in Brazil than in the rest of the world. Brazilian women often change their hairstyle, so it is important to look after and protect the hair. It is an important segment for us", adds Elizabeth Auricchio.
Next come makeup, which is increasingly hybrid, and skincare, a fast-growing category.
“Our portfolio is actually focused on skincare, which accounts for over 70% of the ingredients in our catalogue. Dermocosmetic products are growing fast in Brazil, with brands such as Adcos, Greenpharma, Ach, and Pharmax, which pay close attention to our offering. The different skin phototypes found in Brazil are related to specific problems, and we have a wide range of ingredients to address them", she continues.
At the in-cosmetics Latin America show in September, Greentech Brasil will be showcasing Timelys, the group’s new active, a skin longevity activator.
