INOAR

What INOAR does

INOAR is a Brazilian cosmetics company founded in October 2008 by Inocência Manoel, a hairdresser-formulator known as the "Alquimista dos Cabelos" (Hair Alchemist), and Alexandre Nascimento Manoel, who led business management. The company develops, manufactures, and sells professional and consumer hair care products, with a portfolio of more than 300 SKUs organized across 50+ lines addressing hydration, nutrition, reconstruction, straightening, curl definition, and color protection. Its core technical differentiator is the pioneering use of Glyoxylic Acid as a hair straightening agent in Brazil, with ANVISA regulatory recognition; the portfolio also includes proprietary complexes such as RejuComplex3 (in CicatriFios), Absolut Daymoist CLR (with corn starch and beet extract), and Argan Infusion technology available in five line variants. Notable recent launches include Hyaluronic Force, Cacau Forte, Liso Extraordinário, Glycolic Force, RIVO FIO, and Overnight Dream Repair, indicating an aggressive line-extension cadence into trending actives such as hyaluronic acid, niacinamide, and glycolic acid.

The business operates a dual-channel go-to-market. On the consumer side, INOAR sells directly via its own e-commerce platform (loja.inoar.com.br) and physical retail stores in Brazil, supported by content marketing, Instagram, and email channels. On the professional side, the company distributes through hair salons and hairdressers globally, supplying training, protocols, and professional-grade products including progressive straightening systems. International footprint is substantial: exports reach more than 40 countries across Europe, the Americas, the Middle East, South Africa, and Asia, supported by offices in more than 30 cities. The company also runs the Beleza Solidária social initiative providing professional training to women in underserved communities.

Revenue mechanics are anchored in one-time product sales across price tiers ranging from travel-size (50ml) to professional formats (1L, 1kg). The company is privately held and founder-owned, with no institutional investors or parent company disclosed. Credibility markers include ISO certification, PETA Caring Company listing (vegan/cruelty-free), consecutive Chico Mendes Seals (2015-2016) for socioenvironmental management, and UN Global Compact membership. No revenue, headcount, or financials are publicly disclosed.

Name

INOAR

Legal name

Inoar

Website

https://inoar.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

INOAR is a Brazilian hair care cosmetics company founded in 2008, selling professional and consumer products across 300+ SKUs in 40+ countries. It pioneered Glyoxylic Acid hair straightening in Brazil and serves both salons and end consumers via e-commerce, retail, and professional distribution.

Ownership category

akta.pro rank

Product category

Professional Hair Care Cosmetics

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Professional hair care
• Hair cosmetics
• Hair treatments
• Progressive straightening
• Curly hair products

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hair Care Products: INOAR generates revenue through the sale of professional and consumer hair care products including shampoos, conditioners, masks, leave-in treatments, hair oils, serums, and styling products. The company offers products across multiple lines addressing various hair needs.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

INOAR develops, manufactures, and sells professional and consumer hair care cosmetics including shampoos, conditioners, treatment masks, hair oils, serums, finishing products, hair colorants, and progressive straightening treatments. The company offers 300+ products across more than 50 lines addressing hydration, nutrition, reconstruction, straightening, curl definition, and color protection, distributed through e-commerce, physical retail, and professional salon channels in 40+ countries.

Product overview

INOAR is a Brazilian cosmetics company specializing in professional and consumer hair care products. The company offers an extensive portfolio of over 50 product lines organized around key hair care categories including hydration, nutrition, reconstruction, and straightening treatments. Core product lines include Argan Oil System (flagship line), Absolut Daymoist CLR, Absolut Speed Blond, BTX volume-reducing treatment, Color System (hair coloring), Intense (coloration), Divine Curls (curly hair), Meu Cacho Meu Crush lines (wavy, curly, coily, afro hair), and various treatment lines like CicatriFios, Miracle Repair, and Hyaluronic Force. The company also produces specialty oils, finishing products, and progressive hair straightening treatments. INOAR positions itself as an innovative brand using advanced ingredients like glyoxylic acid (which they pioneered in Brazil), argan oil, hyaluronic acid, vegetable keratin, and botanical extracts across its formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Argan Oil System Flagship hair treatment line using argan oil for hydration and discipline, transforming damaged or dry hair into silky strands. Includes shampoo, conditioner, leave-in, mask, oil, and ampoule.
• Absolut Daymoist CLR Ultra-hydrating treatment line with corn starch and beet extract for intense conditioning and shine on damaged hair, with color-fade protection.
• Absolut Speed Blond Hair care line with argan oil and balanced pH for natural blonde, bleached, highlighted, or gray hair; corrects yellowing and provides deep hydration.
• Acqua Micelar Micellar water hair care line with balanced pH that gently cleanses, hydrates, and refreshes hair without weighing it down.
• Afro Vegan Vegan hair care line for wavy, curly, coily, and afro hair featuring shea butter and castor oil for moisture, nourishment, and growth stimulation.
• Argan Infusion Daily-use hair care line with exclusive Argan Infusion technology in five versions: Reconstruction, Perfect Curls, Straight and Silky, Fall Control, and Anti-dandruff Protection.
• Botanic Óleo Castor-oil-based hair care line enriched with linoleic acid, omega 6 and 9, vitamin E, and mineral salts; includes shampoo, conditioner, mask, and multifunctional oil.
• BTX Volume-reducing mask for undisciplined, frizzy, and dry hair formulated with tannic, lactic, and hyaluronic acids plus argan oil.
• #Bombar Super Line Super hydrating hair growth line with biotin, castor oil, blend of butters, and vitamin C for strengthening, softening, and recovery.
• Cacau Forte Shampoo and conditioner line formulated with cocoa butter and biotin promoting strength from roots, intense nutrition, reduced breakage, resistance, hydration, shine, and healthy hair growth.
• CicatriFios Premium renewal treatment with proprietary RejuComplex3 that renews, softens, reduces breakage and frizz, and offers progressive volume reduction with extreme shine.
• Blends Collection Vitaminas Antioxidantes Antioxidant vitamin hair care line that combats premature aging of strands, replenishing amino acids for elasticity, strength, and volume maintenance.
• Color System Hair coloring product line with ingredients to prepare, protect, and maintain color across various stages of the coloring process.
• Divine Curls Curly hair care line with non-accumulating shampoo, conditioner, mask, and gel finisher that cleans, hydrates without weighing down, and maintains curl memory.
• Doctor Complete hair treatment system (Hydrate, Nourish, Rebuild) with multifunctional shampoo, conditioner, and reconstruction mask for ongoing hair maintenance.
• Finalizadores Óleos e Sérum Hair oils and serum finishers in five versions: Avocado Oil Botanical, Elixir Absoluto Oil, Glycolic Oil, Imperial Roses Oil, and Liso Extraordinário Leave-in Serum.
• Força & Brilho Vegan hair care kit that revitalizes and strengthens strands for stronger, shinier, softer-to-touch hair with reduced frizz, opacity, roughness, and split ends.
• Glycolic Force Hair care line combining Glycolic Acid and Mango Butter for intense hydration, leaving hair soft and shiny with visible results from first application across all hair types.
• Hair Spray High-fixation hairspray finishing product with dry spray and anti-humidity action for long-lasting natural finish without residue.

Quantifiable outcome

• Proven efficacy of glyoxylic acid treatments demonstrated at COSMOPROF Las Vegas and Hair Brasil events since 2009

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• EcofourminorStrategic or Co-development PartnerPartnership with Ecofour company that transforms disposable items into utensils and furniture, supporting INOAR's packaging recycling initiatives and commitment to environmental sustainability.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Salon Line: A leading Brazilian hair care brand with strong presence in curly, coily, and textured hair categories. Directly comparable to INOAR's Meu Cacho Meu Crush portfolio — both Brazilian, both target textured hair with extensive curl-specific lines.
• Lola Cosmetics: Brazilian vegan and cruelty-free hair care brand. Comparable to INOAR on naturally-positioned, vegan, sulfate-free formulations and direct-to-consumer-led growth; both target younger consumers with ethical positioning.

Broad incumbents

• Wella Company: A major global professional and consumer hair care company (formerly part of Procter & Gamble, now standalone). Comparable to INOAR because both serve professional salons and consumers with shampoos, conditioners, color, and treatments; Wella operates at much larger scale and offers a broader portfolio across premium tiers.
• L'Oréal Professionnel: L'Oréal's professional salon hair care division. Directly comparable to INOAR's professional hair care business — both serve salons with treatment, color, and protocol-led products — but L'Oréal Professionnel operates globally with substantially larger R&D, marketing, and salon penetration.
• Schwarzkopf Professional: Henkel's professional hair care brand. Directly comparable to INOAR's professional salon channel, particularly in treatments, color, and styling. Operates globally with significant salon distribution and brand recognition.
• Kérastase: L'Oréal's premium professional hair care brand. Comparable to INOAR's premium treatment lines (CicatriFios, Miracle Repair, Rejutherapy) — both target high-end salon distribution with treatment-led positioning and premium pricing.
• Redken: L'Oréal's professional salon brand. Comparable to INOAR's professional channel offering shampoos, conditioners, treatments, and styling products, with training and education programs for stylists.
• Aveda: Estée Lauder's botanical-led salon brand. Comparable to INOAR's Nature, Argan, and Afro Vegan lines — both emphasize botanical/vegan positioning and target prestige salon distribution with education-led marketing.
• Natura: One of Brazil's largest beauty conglomerates with significant hair care exposure. Comparable to INOAR as a Brazilian-headquartered beauty brand with sustainability credentials (UN Global Compact member, certified B Corp); operates at materially larger scale with broader personal care categories.

Direct peers

• Moroccanoil: A leading hair care brand built around argan oil and treatment oils. Highly comparable to INOAR's Argan Oil System, Argan Infusion, and oil/serum finisher lines; both target the professional and consumer channels with oil-led treatment propositions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/inoarbrasil
• Xx.com/inoarbrasil
• Facebookfacebook.com/Inoarbrasil
• LinkedInlinkedin.com/company/inoar-cosmetics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 INOAR