Forever Liss

What Forever Liss does

Forever Liss is a Brazilian direct-to-consumer e-commerce brand founded in 2014 and headquartered in São Paulo, operating under CNPJ 08.958.817/0003-40. The company sells professional-grade hair care products to Brazilian consumers seeking salon-quality results at home, with distribution conducted almost exclusively through its own online storefront at foreverliss.com.br (with one observed marketplace collaboration via Shopee). WhatsApp is used as the primary customer-support and order-update channel.

The company's product portfolio is organized around the Brazilian cronograma capilar (hair care scheduling) methodology, with specialized sub-brands covering hydration (Banho de Verniz), nutrition (Magia de Unicórnio), reconstruction (Cauter Restore, SOS Antiemborrachamento), hair growth (Cresce Cabelo), detangling (Desmaia Cabelo), progressive treatments (Volume Zero), and hair oils (Óleos Superpoderosos). The only proprietary technology referenced is the "Magic Glow Technology" used in the Magia de Unicórnio line, which combines microcrystalline nutrition and shine actives; the e-commerce platform itself runs on Uappi. The company has extended into adjacent categories through the Forever Hair oral supplement line (Biotin, vitamins A/C/E) and the BFF Body Friends Forever body care sub-brand.

Forever Liss generates revenue primarily through one-time direct online product sales. Pricing spans R$5.00 (small accessories such as mirrors) up to R$249.90 (premium kits), with most individual products priced between R$26.90 and R$78.90. The brand runs progressive discount coupons (R$10 off above R$100, R$15 off above R$140, R$20 off above R$170) and offers 3–10 interest-free installments via PIX, MercadoPago, Visa, Mastercard, Elo, and Diners Club. The company is private, with 101–250 employees and no disclosed ownership structure, funding history, or financial figures beyond a 2020 listing referencing Order Venture Capital and Quartz.

Name

Forever Liss

Legal name

Forever Liss

Website

https://foreverliss.com.br

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Forever Liss is a Brazilian direct-to-consumer e-commerce brand founded in 2014 that sells professional-grade hair care products across multiple sub-lines organized around the cronograma capilar methodology, serving Brazilian consumers via its own website and WhatsApp support.

Ownership category

akta.pro rank

Product category

Professional Hair Care

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Texturizers & Chemical Services (Relaxers, Perms, Keratin) (CRABABAF), Shampoo & Scalp Cleansers (CRABABAA), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Professional hair care
• Hair treatment products
• Hair care cosmetics
• Hair masks shampoos
• Hair vitamin supplements

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Forever Liss generates revenue through direct-to-consumer online sales of hair care products including masks, shampoos, conditioners, hair vitamins, hair oils, and treatment kits. Products are sold at various price points with installment payment options via credit card.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Forever Liss sells Brazilian professional-grade hair care products directly to consumers via its own e-commerce website. Its portfolio includes specialized treatment kits, masks, shampoos, conditioners, leave-ins, hair oils, reconstructors, and oral hair vitamin supplements organized into lines such as Banho de Verniz, Cresce Cabelo, Magia de Unicórnio, Desmaia Cabelo, Óleos Superpoderosos, Cauterização Capilar Cauter Restore, SOS Antiemborrachamento, Volume Zero, and Anabolizante Capilar, all designed around the Brazilian cabelo cronograma (hair care schedule) methodology.

Product overview

Forever Liss is a Brazilian professional hair care brand offering a comprehensive portfolio of product lines and kits targeting various hair care needs. The core product ecosystem includes multiple specialized lines: Banho de Verniz (mirrored shine and reconstruction), Cresce Cabelo (hair growth with Biotin and vitamins), Magia de Unicórnio (nutritive hydration and magic shine), Desmaia Cabelo (instant detangling and hydration), Óleos Superpoderosos (skincare-inspired hair oils), Cauterização Capilar Cauter Restore (reconstruction for chemically damaged hair), SOS Antiemborrachamento (anti-rubberizing reconstruction), Volume Zero (progressive volume reduction), and Anabolizante Capilar (supplement and fortification). The Forever Hair vitamin line offers oral supplements for hair, skin, and nail health. A notable collaboration with Shopee produced the Hidratação Shôcante line. The BFF Body Friends Forever sub-brand extends into body care. Products range from individual items (shampoos, conditioners, masks, leave-ins, serums, hair oils, thermal protectors) to comprehensive treatment kits, plus accessories like the detangling brush and decorative mirror. The portfolio follows the Brazilian cabelo cronograma (hair care schedule) methodology covering hydration, nutrition, and reconstruction stages.

Differentiator

Problem solved

Functional benefit

Brands

• Forever Hair: Vitamin supplement line for hair, skin, and nail care with formula containing biotin, vitamins A, C, and E and essential minerals for strengthening hair and reducing hair loss.
• Banho de Verniz
• Magia de Unicórnio
• Desmaia Cabelo
• Cresce Cabelo
• SOS Antiemborrachamento
• Volume Zero
• Anabolizante Capilar
• Cauterização Capilar Cauter Restore
• Hidratação Shôcante
• Óleos Superpoderosos
• BFF Body Friends Forever

Products and services

• Kit Banho de Verniz Completo Complete hair treatment kit featuring shampoo, mask, leave-in conditioner, coconut oil, and hydrolyzed keratin for deep hydration, shine restoration, and salon-like results at home.
• Kit Cresce Cabelo Completo Profissional Professional hair growth kit enriched with Biotin, Vitamin A, Ceramides, and D-Pantenol to promote healthy growth, strengthen strands, and combat hair loss.
• Vitamina para Cabelo Forever Hair Combo 3 Meses 100% natural supplement capsules for hair, skin, and nail health with concentrated formula that strengthens hair fiber and stimulates healthy growth from within; three-month supply.
• Vitamina para Cabelo Forever Hair Combo 6 Meses Six-month supply of 100% natural hair vitamin supplement that contributes to hair maintenance and beauty, also strengthening nails and improving skin appearance.
• Kit Completo Magia de Unicórnio Complete unicorn magic line kit combining nutrition and brilliant shine with body splash, shampoo, conditioner, and hydrating ampoule for dry, rough, and dull hair.
• Kit Desmaia Cabelo Completo Complete detangling kit that instantly hydrates, combats volume and frizz, leaving hair super soft, hydrated, and silky; includes detangling brush as bonus.
• Kit Completo Hidratação Shôcante Collaboration kit with Shopee featuring shampoo, conditioner, lamellar mask, treatment mask, hair perfume, and flower mirror for complete hydration from within.
• Kit Óleos Superpoderosos Completo Four-product hair oil kit inspired by skincare science featuring hydration, alignment, growth, and shine oils made with coconut oil, argan oil, macadamia oil, and other natural actives.
• Kit Completo Cauterização Capilar Cauter Restore Hair reconstruction treatment kit using high-technology actives to treat very fragile, damaged hair, especially from chemical treatments; reconstructs capillary mass and recovers fiber elasticity.
• Máscara de Nutrição Intensa Magia de Unicórnio 250g Intense nutrition mask with Magic Glow technology featuring microcrystals of nutrition and shine for immediate action on dry, rough, and dull hair; also low poo.
• Reconstrutor SOS Antiemborrachamento 300g Professional hair reconstructor developed to recover fragile, elastic, and brittle hair with quick action that directly acts on the hair fiber, returning strength, resistance, softness, and shine.
• Máscara Progressiva Volume Zero 1000g Progressive mask that nourishes and reduces volume of curly hair and frizz from root to tip without odor and burning.
• Kit Anabolizante Capilar Força e Nutrição Hair supplement kit that promotes hydro-nutrition and fortification for damaged hair, ideal for fiber recovery and revitalization with strength, resistance, elasticity, shine, and softness.
• Escova Desembaraçadora Desmaia Cabelo Professional detangling brush included with the Desmaia Cabelo kit for gentle hair detangling.
• BFF Body Friends Forever Line Hair and body care product line under the BFF Body Friends Forever sub-brand for comprehensive hair and body care.

Quantifiable outcome

• 100% natural supplement formula for hair, skin, and nail health

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

One partnership is on record.

• ShopeeminorStrategic or Co-development PartnerForever Liss partnered with Shopee for a collaboration product line called 'Hidratação SHÔcante' (Shocking Hydration). This collab includes a complete kit featuring products from both brands with exclusive packaging and a flower-shaped mirror as a promotional gift with purchase.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Skala Cosméticos: Brazilian mass-market hair care brand rapidly scaling through e-commerce and marketplaces with low-priced multi-line offerings; competes with Forever Liss for the same price-sensitive Brazilian consumer.

Direct peers

• Salon Line: Large Brazilian hair care brand with extensive line coverage across curl/textured hair, treatments, and styling, sold via e-commerce and mass retail — comparable product breadth and Brazilian target audience to Forever Liss.
• Inoar Cosméticos: Brazilian hair care brand offering professional-grade keratin, progressive, and reconstruction lines with strong salon and DTC presence; similar target audience and product economics to Forever Liss.
• Truss Professional: Brazilian professional hair care brand selling salon-grade treatments (keratin, reconstruction, hydration) through its own e-commerce and select salons — overlapping line architecture and customer base with Forever Liss.
• Lola Cosmetics: Brazilian professional hair care brand with a comprehensive SKU portfolio targeting curly/textured hair and beauty routines, sold primarily through its own e-commerce store in Brazil — directly comparable to Forever Liss in category, channel, and customer.
• Cadiveu: Brazilian professional hair care brand known for its progressive/keratin treatments and reconstruction lines, with strong DTC e-commerce and Brazilian consumer marketing — comparable category and price-point to Forever Liss.
• Widi Care: Brazilian professional hair care brand selling via DTC e-commerce to Brazilian consumers, with a multi-line portfolio covering hydration, nutrition, reconstruction, and growth — a close comparable to Forever Liss's cronograma-based product strategy.

Broad incumbents

• Niely (L'Oréal Brasil): Mid-market hair care brand within L'Oréal Brasil's portfolio (which also includes Elseve and Garnier Fructis) — overlapping hair care category with substantial distribution, marketing budget, and scale advantage over Forever Liss.
• Natura &Co Brasil: Brazilian beauty conglomerate with hair care lines (Lumina, Plant, Tododia) sold via direct sales and e-commerce — broader portfolio but directly competing for Brazilian personal care wallet share.
• Eudora (Grupo Boticário): Brazilian beauty brand under Grupo Boticário selling hair care, skincare and fragrance via e-commerce and direct sales — broader assortment but overlapping target customer with Forever Liss.

Market position

Strengths4 records

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/foreverliss
• LinkedInlinkedin.com/company/forever-liss

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

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 Forever Liss