The brand Beleza Natural opened its first store abroad in September of last year, in the heart of Harlem, New York.
The opening of this unit, which has the capacity to serve 400 customers per day, was part of the celebration of the company’s 25th anniversary.
According to the company’s marketing head Marcia Silveira, the goal for 2019 is for the NY unit to reach 190,000 
customers per month.
It took two years of planning and research until the inauguration yesterday, says CEO Leila Velez.
“We hired an American company to conduct research and interviews with consumers, routines of American women’s care, and from analyzing the acceptance of the brand name to the colors of the store.”
However, Leila warns that it is essential for the owners of the company to conduct personal research and surveys such as visiting the neighborhood, contacting locals, and foreign companies that have gone through the same process.
Regarding the comparison between opening a business in the USA and Brazil, Leila states that the incentives for entrepreneurs in Uncle Sam’s land are undoubtedly much greater, but the rules are different, so it is crucial to understand the culture and learn the language.
The brand that was born in the Tijuca neighborhood of Rio de Janeiro, created by Zica Assis, who at the time worked as a housemaid and faced prejudice for having curly hair. This ultimately motivated Zica to experiment with ways to care for and hydrate curly and coily hair.
Today, in addition to the unit in New York, the brand has 45 business units spread across the states of Rio de Janeiro, São Paulo, Espírito Santo, Bahia, and Minas Gerais.
VIVIANE FAVER
Journalist
vfaver@gmail.com