Phyto Ativo, a Brazilian hair treatment brand, is all set to revolutionise the Indian market with the launch of their luxury hair treatment products, Tropicalis and Hair Vaccine. In a candid conversation with Priyanka Parshurami from Professional Beauty India, Ana Paula Ferrazoli, COO of Phyto Ativo, shares the exciting journey and the upcoming launch.
Can you tell us about the inception and ideation of Phyto Ativo?
Phyto Ativo is a family-owned company that originated with my mother. She’s a biochemistry pharmacist who fell in love with the cosmetics market during her college years. Her passion for creating innovative formulas led her to start the company in a small room after graduating. We began by producing professional products in Brazil, and in 2019, we ventured into international markets. Despite the challenges brought by the pandemic, we expanded to over 20 countries and are now launching in India.
Could you share some insights into the new launches?
The first is our ‘Hair Vaccine,’ a product with hyaluronic acid. It is the first of its kind in hair care. The product focuses on hydration and can be used for all hair types. It captures molecules from the environment and infuses them into the hair cortex. It’s a product that stands out with its unique formula and refreshing, water-like fragrance.
The second range we’re introducing is ‘Tropicalis.’ This product line offers thermal alignment, combining the benefits of various treatments like Botox, Plastia, Protein, and Keratin into one versatile solution. It’s perfect for Indian customers who prefer straight, manageable hair. Tropicalis is enriched with natural ingredients from Brazil, such as açaí, mango butter, and Brazilian nuts.
What inspired you to launch these products in India?
Indian market is vast and welcoming. Also, the dry climate and specific hair care needs align well with our products. Hair Vaccine, with its hydration focus, addresses the dryness prevalent in Indian air, while Tropicalis caters to the desire for straight, manageable hair. We believe these products will resonate with the Indian audience and make their hair care routines easier and more effective.
Will Phyto Ativo be available in India through Berina exclusively, or will there be other distribution channels?
In India, we will be exclusively available through Berina. They have an extensive network and support system in place for our products. Businesses and distributors interested in offering our products will need to connect with Berina. We chose this partnership because we believe in the importance of a seamless customer experience. We view our distributors as representatives of Phyto Ativo, and they play a crucial role in delivering the quality and effectiveness of our products to the end consumers.
