Salon Line

What Salon Line does

Salon Line is a privately held Brazilian hair care cosmetics company founded in 1994 and headquartered in Barueri (Alphaville Industrial) and Jandira, São Paulo state, operating through multiple related distribution legal entities (CIMEX Distribuidora de Cosméticos, ZAKAT Distribuidora de Cosméticos, and LOGITEX Distribuição e Logística). The company serves Brazilian women with diverse hair textures, offering product lines covering the full hair-type spectrum from straight (1ABC) to coily (4ABC), including flagship sub-brands such as S.O.S Cachos, #todecacho, Meu Liso, Maria Natureza, Hidra, Multy, and S.O.S Bomba, plus adjacent categories like hair color (Color Total, Light Color, Color Express) and body care (Body Splash).

The product portfolio is built on proprietary formulation technologies including PROFIX (72-hour curl hold in the Gelatina #todecacho line), Liss Expert (anti-frizz and protection in the Meu Liso line), and the Super Óleos Complex (a 12-oil blend combining argan, shea, coconut, macadamia, olive, cottonseed, green tea, chamomile, aloe, calamus, myrrh, and cinnamon). Core product formats include styling creams (Creme para Pentear), gelatinas, hair serums, 2-in-1 treatment masks (Cremáscara), shampoos, conditioners, and bundled hair-care kits (Cronograma Capilar routines). Accessories (brushes, combs, satin caps) and travel-sized SKUs extend the assortment.

Salon Line operates a direct-to-consumer e-commerce model primarily through salonline.com.br, supplemented by a mobile app, marketplace presence (Shopee), influencer-curated kits (Kits Queridinhos das Influencers), and a content platform called Universo Salon Line built around the 'Viva Você' empowerment movement. Products are priced in Brazilian Reais (typically R$19-R$154 for kits) with aggressive promotional discounting, free shipping across most Brazilian regions, and one-time purchase mechanics. The company's go-to-market blends owned digital channels with influencer marketing, social media engagement across Instagram, TikTok, YouTube, WhatsApp, and Threads, and an interactive hair-diagnosis quiz that recommends personalized routines.

Name

Salon Line

Legal name

CIMEX DISTRIBUIDORA DE COSMÉTICOS LTDA

Website

https://salonline.com.br

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Salon Line is a Brazilian hair care cosmetics company founded in 1994 that sells a broad portfolio of shampoos, styling products, treatments, and color lines for all hair textures directly to consumers through salonline.com.br, mobile app, and marketplace channels.

Ownership category

akta.pro rank

Product category

Hair Care Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

akta.pro secondary industries

Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Conditioners & Hair Masks (CRABABAB)

Keywords

• Hair care products
• Cosmetic formulations
• Curl styling products
• Brazilian hair cosmetics
• Professional hair treatments

Headquarters

HQ city

Jandira

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: Online sales of hair care products directly to consumers through salonline.com.br, including shampoos, conditioners, masks, styling creams, oils, and gels. One-time purchase model with promotional pricing and kit bundles.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Salon Line is a Brazilian cosmetics company that manufactures and sells hair care products directly to consumers, including shampoos, conditioners, treatment masks, styling creams, hair gelatinas, oils/serums, and hair color lines. The portfolio covers all hair types — straight, wavy, curly, and coily — through branded lines such as S.O.S Cachos, #todecacho, Meu Liso, Maria Natureza, Hidra, Multy, S.O.S Bomba, and color lines, plus bundled kits and accessories.

Product overview

Salon Line is a Brazilian hair care brand offering a comprehensive portfolio of cosmetic products for all hair types (straight, wavy, curly, and kinky) and hair textures. The company provides multiple product lines including S.O.S Cachos (Super Óleos, Coco, and variants), #todecacho, Meu Liso, Maria Natureza, Hidra, Multy, S.O.S Bomba, and color lines (Color Total, Light Color, Color Express). The core product portfolio includes styling creams (Creme para Pentear), gelatinas (styling gels), hair oils/séruns, treatment masks, shampoos, conditioners, curl activators, and 2-in-1 cremáscaras. Beyond standalone products, Salon Line offers bundled kits for specific routines (cronograma capilar, curl care, growth treatment), accessories (brushes, combs, satin caps), and travel-sized items. The company also provides digital tools including an interactive Quiz for personalized hair care scheduling and a mobile app for e-commerce. Products feature key ingredient blends such as the 12-oil complex (Argan, Shea, Coconut, Macadamia, Olive, etc.), coconut water, vegetable collagen, hibiscus extract, and PROFIX technology for long-lasting curl definition.

Differentiator

Problem solved

Functional benefit

Brands

• S.O.S Cachos: Hair care line for curly and coily hair featuring Super Óleos (12 oils blend) for nutrition and definition
• #todecacho
• Meu Liso
• Maria Natureza
• Hidra
• Multy
• S.O.S Bomba
• Color Total
• Light Color
• Color Express

Products and services

• S.O.S Cachos Super Óleos Hair care line with 12 precious oils (coconut, argan, shea butter, macadamia, olive, cottonseed, green tea, chamomile, aloe, calamus, myrrh, cinnamon) for deep nutrition, curl definition, and shine for curly and coily hair.
• S.O.S Cachos Coco Hair care line with coconut oil and coconut butter for deep cleaning and structural recovery of dry, frizzy, and dull curly and coily hair.
• #todecacho Curl definition and styling line featuring gelatinas (gels), styling creams, and kids products with various scents for curly hair volume, definition, and 72-hour fixation via PROFIX technology.
• Meu Liso Hair care line for straight and wavy hair with anti-frizz technology, thermal protection, and smoothing products including shampoo, conditioner, and styling items.
• Maria Natureza Natural ingredient-based hair care line featuring Super Frutas (Super Fruits) for wavy and straight hair hydration, nutrition, and reconstruction treatments.
• Hidra Hydration-focused hair care line featuring Aloe Vera-based products, offering deep conditioning without weighing hair down, with Babosa (Aloe), Original, and Coco variants.
• Multy Multi-benefit hair care line for definition and styling with formulas like Óleo Sérum Definição Natural with coconut water, vegetable collagen, and hibiscus extract.
• S.O.S Bomba Hair growth and strengthening treatment line featuring shampoo and conditioner kits for hair growth and damage repair.
• Color Total Permanent hair color line for long-lasting hair dyeing solutions.
• Light Color Temporary and less aggressive hair coloring line for semi-permanent color options.
• Color Express Quick-acting temporary hair color line for fast color results.
• Creme para Pentear Styling cream essential for detangling, reducing frizz, and defining curls for wavy, curly, and coily hair types, available across multiple lines.
• Gelatina #todecacho Styling gel for curl definition, detangling, shine, and flexible fixation, featuring PROFIX technology for 72-hour curl durability.
• Óleo Sérum Multy Definição Natural Hair serum for finishing, detangling, revitalization, and sealing, providing anti-frizz action and hydrating definition without weighing down hair.
• Cremáscara 2 em 1 SOS Cachos Super Óleos Multi-purpose 2-in-1 treatment mask that also functions as a styling cream, combining nutritive mask and styling cream functionality for curly and coily hair.
• Kit Capilar (Hair Care Kits) Pre-configured product bundles combining complementary hair care products for complete routines including Cronograma Capilar (hydration, nutrition, reconstruction), curl care kits, and multi-product sets.
• Acessórios (Hair Care Accessories) Hair care accessories including styling brushes, combs, octopus brush, satin caps, and other professional-grade tools for complete hair care routines.
• Para Viagem (Travel Products) Travel-sized hair care products in compact or sachet formats ideal for travel, gym, or daily use convenience, including gelatinas and essential items in smaller packaging.
• Body Splash Body fragrance products for personal scent and beauty care.

Quantifiable outcome

• 72h curl hold with PROFIX technology
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ShopeeminorChannel Partner/ Reseller/ DistributorShopee and Salon Line partnership offering a specialized Cronograma Capilar (hair care schedule) kit available on Shopee marketplace, combining products for hydration, nutrition, and reconstruction.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Lola Cosmetics: Brazilian indie hair care brand focused on natural ingredients, curl-friendly products, and sustainability-led positioning. Comparable to Salon Line's textured-hair lines (Maria Natureza, S.O.S Cachos) and similar Brazilian e-commerce-led GTM.

Direct peers

• Embelleze: Major Brazilian independent hair care company offering mass-market shampoos, conditioners, and treatments (e.g., Novex, Forever Liss lines). Highly comparable in product category, price point, and Brazilian distribution model.
• Cadiveu: Brazilian hair care company with strong portfolio in professional and mass-market treatments, including Brasil Cacau and Meu Cacheado lines. Directly competes in the curly/coily haircare segment with overlapping product formats and channels.
• Inoar Cosméticos: Brazilian hair care brand with keratherapy, smoothing, and curl care lines. Comparable as a Brazilian-origin player serving similar professional and consumer hair care needs across textured hair segments.
• Natura &Co: Brazil's largest domestic cosmetics and personal care conglomerate. Directly comparable as a Brazilian-headquartered mass-market beauty company selling hair care, body care, and fragrances through direct-selling, retail, and e-commerce channels to the same Brazilian consumer base.

Broad incumbents

• Wella Professionals: Global professional hair care brand with salon heritage and consumer product lines. Comparable to Salon Line's salon-branded positioning and professional/retail channel split, with broader international footprint.
• Dove (Unilever): Global mass-market personal care brand with strong haircare presence in Brazil, including dedicated curly/coily ranges. Comparable as a mass-market haircare competitor targeting similar Brazilian consumers.
• Pantene (Procter & Gamble): Global mass-market shampoo and conditioner brand with significant Brazilian distribution. Overlaps with Salon Line's mass-market shampoo/conditioner portfolio while competing on brand recognition and shelf presence.
• TRESemmé: Mass-market hair care brand under Unilever with broad Brazilian retail distribution. Comparable as a mass-market haircare competitor with overlapping product formats in shampoos, conditioners, and styling products.
• L'Oréal Brasil: Brazilian operations of global beauty giant offering hair care brands (Elseve, Garnier, Matrix) across mass and professional channels. Competes directly with Salon Line's mass-market positioning while leveraging far larger R&D and marketing budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/salonlinebrasil
• YouTubeyoutube.com/channel/UCnjK9YWSbd0AAjHhM3vAu7A
• Facebookfacebook.com/salonline
• LinkedInbr.linkedin.com/company/salon-line-brasil
• Instagraminstagram.com/salonlinebrasil
• TikToktiktok.com/@salonlinebrasil

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salon Line