What Haskell Cosmetics does

Haskell Cosméticos, legally organized as GRAM Indústria e Comércio LTDA, is a privately held Brazilian hair care cosmetics company founded in 2000 and headquartered at Rodovia BR-120 in Viçosa, Minas Gerais. The company employs between 251 and 500 people and has operated in the Brazilian market for approximately 25 years under the trading names "Haskell" and "Haskell Cosméticos." It manufactures and markets a portfolio of more than 30 named treatment lines under the Haskell master brand, alongside two sub-brands—Excllusiv Color (permanent hair coloration) and Excllusiv Tom (ammonia-free toner)—spanning shampoos, conditioners, masks, treatments, colorants, toners, finishing products, bleaching powders, and pre-configured kits. The underlying technical approach is formulation-led: product lines are differentiated by named botanical actives (jaborandi for anti-hair loss, matcha and rosemary for oil control, tutano vegetal and hazelnut oil for nutrition and protection, murumuru, babassu, banana extract, cassava, and others) rather than by proprietary software or hardware platforms. The company holds PETA Animal Test-Free certification, Brazilian Veganism Association vegan seals on most products, and Eu Reciclo packaging-recycling certification, and reports investment in clean or renewable energy.

Name

Haskell Cosmetics

Legal name

GRAM Indústria e Comércio LTDA

Website

https://haskellcosmeticos.com.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Haskell Cosméticos is a privately held Brazilian hair care company founded in 2000 that develops and sells 30+ branded treatment lines targeting diverse hair types and concerns, distributing exclusively through its own direct-to-consumer e-commerce storefront to Brazilian end consumers.

Ownership category

akta.pro rank

Product category

Hair Care Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Shampoo & Scalp Cleansers (CRABABAA), Texturizers & Chemical Services (Relaxers, Perms, Keratin) (CRABABAF)

Keywords

• Hair care products
• Hair treatments
• Hair coloration
• Cosmetic manufacturing
• Natural hair cosmetics

Headquarters

HQ city

Viçosa

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for hair care cosmetics and hair coloring products sold through e-commerce. Products include treatments, shampoos, conditioners, masks, hair colorations, toners, finishing products, and kits. Multiple price points from budget to premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Haskell Cosmetics manufactures and sells a comprehensive portfolio of hair care cosmetics and hair coloration products through its direct-to-consumer online store. The offering spans 30+ treatment lines (Linhas) addressing specific hair concerns (hair loss, oiliness, frizz, dryness, curls, color care) plus permanent hair coloration, ammonia-free toners, bleaching powders, body care products, and pre-configured treatment kits. Formulas emphasize natural actives and plant-based ingredients such as jaborandi, matcha, rosemary, vegetable marrow, hazelnut oil, babassu, and murumuru.

Product overview

Haskell Cosmetics is a Brazilian hair care and cosmetics company with 25 years of experience, offering a comprehensive portfolio of hair care products organized into multiple product lines. The core offerings include hair treatment lines (Linhas) such as Se Curve (for curly/wavy hair styling), Cavalo Forte (strengthening), Jaborandi Antiqueda (anti-hair loss), Matcha (anti-oiliness), and Tutano Vegetal (deep nourishment), among approximately 30+ total hair care lines. The company also offers hair coloration products through the Excllusiv Color (permanent) and Excllusiv Tom (ammonia-free toner) lines, along with bleaching products. Products are organized by hair type (TIPOS DE CABELO) including straight, curly, colored, chemically-treated, damaged, fragile, oily, and more. The company emphasizes natural actives, plant-based formulas, and high-performance formulations.

Differentiator

Problem solved

Functional benefit

Brands

• Excllusiv Color: Hair coloring product line with ammonia-free options
• Excllusiv Tom

Products and services

• Se Curve Line Hair styling and care line for wavy, curly, and coily hair (ondulados, cacheados e crespos), with products for curl definition, styling, and hair transition care.
• Cavalo Forte Line Hair strengthening and growth treatment line with shampoo, conditioner, masks, leave-in treatments, tonics, and sealers designed to add strength and promote growth.
• Jaborandi Antiqueda Line Anti-hair loss treatment line created to reduce hair fall, formulated with jaborandi leaf extract that strengthens hair and promotes healthy growth through nutrition of the hair follicle.
• Matcha & Alecrim (Matcha) Line Anti-oiliness treatment line for hair requiring deeper cleansing, using matcha extract (from green tea sprouts) and rosemary extract that renew and purify hair without drying.
• Tutano Vegetal Line Hair treatment line for fragile and dry hair delivering deep nourishment and long-lasting hydration through a plant-based (vegetable marrow) formula enriched with amino acids, mineral salts, and vitamins that reduces split ends and increases fiber resistance.
• Excllusiv Color Permanent Coloration Permanent hair coloration line providing deep, long-lasting, brilliant, and uniform color from root to tip while hydrating hair with hazelnut oil.
• Excllusiv Tom Ammonia-Free Toner Ammonia-free hair toner formulated with olive butter for hydration and velvety texture, used to refresh or adjust tone on previously colored hair.
• Pó Descolorante Rápido Excllusiv Color (Bleaching Powder) Fast-acting bleaching powder using Dust Free technology that does not raise dust, avoiding inhalation and reducing irritation, with hazelnut oil added to protect hair during lightening.
• Acidificante Line Acidifying treatment line for general hair care and coloration maintenance, designed to balance hair pH after chemical services.
• Frizz Cancelado Line Hair anti-frizz treatment line formulated to deliver smooth, frizz-free results.
• Pré-Treino Line Pre-workout hair treatment line developed for consumers with active lifestyles who need hair preparation prior to physical exercise.
• Supermáscaras Intensive hair mask treatment products offering concentrated care for various hair concerns, starting from R$24.97 per unit.
• Doce de Leite Viçosa Line Sweet milk-scented body and hair care line including hair and body splash, lip moisturizer, body scrub, and shampoo.
• Infusão de Óleos Line Oil infusion hair treatment line formulated for deep nourishment of hair strands.
• Hidranutre Line Hydration and nutrition hair treatment line combining moisturizing and nourishing actives.
• Queratina & Provit B5 Line Keratin and Provitamin B5 treatment line designed to strengthen hair structure.
• Pós-Progressiva Line Post-chemical straightening treatment line designed for hair care following progressive brush or straightening treatments.
• Encorpa Cabelo Line Hair thickening and volumizing treatment line that adds body and density to fine or limp hair.
• Murumuru Line Hair treatment line formulated with murumuru butter for deep nourishment and hydration.
• Mandioca Line Hair treatment line featuring cassava (mandioca) as the key ingredient for hair care.
• Ametista Line Hair treatment line built around amethyst as a signature ingredient.
• Bananeira Pós-química Line Hair treatment line with banana extract formulated for post-chemical care.
• Bendito Loiro Line Hair treatment line specifically formulated for the care and maintenance of blonde hair.
• Cachos Sim! Line Hair treatment line designed to embrace and enhance natural curls.
• Liso com Força Line Hair straightening treatment line combining straightening effects with strength-enhancing properties.
• Matiza+ Line Hair toning and matizing treatment line for color correction on previously colored hair.
• Ora-pro-nóbis Line Hair treatment line featuring ora-pro-nóbis plant extract for hair nourishment.
• Quina Rosa Line Hair treatment line featuring quina rosa extract for hair care.
• S.O.S Verão Line Summer hair care treatment line formulated for post-sun exposure recovery.
• Pra Eles (H) Men's Line Men's hair care treatment line with gender-specific formulations addressing male-pattern hair concerns and simplified hair care routines.
• Kits and Bundles Pre-configured treatment kits including hair treatment kits, personalized kits, and capillary scheduling (cronograma capilar) kits, priced from R$192.60 to R$475.30.
• Embalagens (Packaging Line) Packaging-size and bulk-format product line offered through the Embalagens menu category on the Haskell e-commerce store.

Segments9 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Eu ReciclominorOthersEnvironmental partnership for packaging recycling. Eu Reciclo ensures that the quantity of packaging Haskell introduces to the market will be recycled in equivalent quantity, supporting Haskell's sustainability commitment.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Salon Line: Salon Line is a Brazilian hair care brand with an almost identical playbook: 30+ lines targeting textured, curly, coily, transitioning, and chemically-treated hair, social-first marketing, and direct-to-consumer emphasis. It is the closest mass-market Brazilian comparables for Haskell.
• Skala Cosméticos: Skala is a Brazilian mass-market hair care manufacturer known for its broad shampoo, conditioner, and treatment portfolio sold across Brazilian retail and digital channels. It is highly comparable to Haskell on product breadth, target demographics, and Brazilian market focus.
• Lola Cosmetics: Lola Cosmetics is a Brazilian natural-acts hair care brand emphasizing plant-based and vegan formulations. Its positioning around natural ingredients, curly/textured hair care, and sustainability credentials closely matches Haskell's plant-based and certified-vegan differentiation.
• Cadiveu: Cadiveu is a Brazilian professional hair care brand covering treatments, keratin, and color — including popular lines like Brasil Cacau. It competes with Haskell directly in the treatment, color, and Brazilian-style hair-care categories.
• Inoar Cosméticos: Inoar is a Brazilian hair care brand with a strong specialization in keratin treatments, smoothing, and professional hair care. It overlaps with Haskell's straightening/chemical-treatment lines (Liso com Força, Pós-Progressiva) and coloration portfolio.

Broad incumbents

• Natura &Co: Natura is one of Brazil's largest beauty conglomerates (Natura, Avon, The Body Shop, Aesop), with significant haircare presence through brands like Natura Plant and Lumina. Comparable as a broad incumbent serving overlapping Brazilian mass and premium consumer segments across multiple personal-care categories.
• O Boticário: O Boticário is one of Brazil's largest beauty companies with an extensive hair care, body care, and fragrance portfolio, distributed through a massive franchise retail network across Brazil. It is a broad incumbent competing with Haskell for the same Brazilian mass-market consumer wallet.
• L'Oréal Brasil: L'Oréal operates several hair-care brands in Brazil (Elseve, L'Oréal Paris, Garnier, Kérastase). While a global incumbent rather than a niche specialist, it competes directly across mass, masstige, and professional hair care tiers.
• Wella Professionals: Wella is a global professional hair care brand covering color (Koleston), treatments, and styling sold through salons. Comparable in the professional color and treatment category where Haskell's Excllusiv Color competes.
• Pantene (Procter & Gamble): Pantene is a global mass-market shampoo/conditioner leader sold across Brazilian retail, drugstores, and supermarkets. Comparable as a high-share incumbents in shampoo and conditioners that Haskell also competes in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HaskellOficial
• Facebookfacebook.com/haskelloficial
• Instagraminstagram.com/haskelloficial
• TikToktiktok.com/@haskellcosmeticos
• Xx.com/haskelloficial

Revenue estimate

Valuation estimate

Number of profiles

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 Haskell Cosmetics