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L'Oreal Boosts Brazil Presence with Niely Cosmeticos

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As previously reported, L’Oréal has finalized the acquisition of Niely Cosmeticos in Brazil, including its Cor & Ton hair coloration brand and the Niely Gold shampoo and care brand.

Niely Cosmeticos is the largest independent hair coloration and hair care company in the country, which is a leading market in the categories. Its products are positioned for Brazil's middle class and is distributed via retailers and wholesalers, supermarkets, pharmacies and perfumery chains.