Cera Ingleza

What Cera Ingleza does

Cera Ingleza, doing business as UAUIngleza, is a privately held Brazilian manufacturer of household cleaning, laundry care, and furniture-care products, founded in 1959 and operating as Ingleza Industria de Produtos de Limpeza e Cosmeticos LTDA (CNPJ 17.245.028/0003-53), headquartered in Santa Luzia, Minas Gerais, with approximately 135 employees. Its core technology sits in cleaning and laundry-care chemistry — notably high-concentration fragrance formulations (Perfume Concentrado) used across laundry detergents, concentrated ambient essences (e.g., UAU Essência Concentrada Chá Branco), wrinkle-release sprays (UAU Sem Passar), and the legacy paste-wax formula (Cera Ingleza Madeira de Demolição) for furniture treatment. The company has held ISO 9001 certification continuously for 20+ years.

The business operates a multi-channel go-to-market: direct-to-consumer e-commerce through its own website and customer portal, a physical retail footprint across Brazil via a store locator, a dedicated field-sales rep portal hosted on SAP BTP, and the Vizinhas UAU community-led program, which recruits and onboards independent women resellers who purchase wholesale and sell directly to consumers in their local networks. Customers are segmented horizontally into Brazilian households (primary, mass-market CPG use cases) and the Vizinhas UAU reseller community (secondary, persona-based), with no enterprise or B2B anchor customers disclosed.

Revenue mechanics come from one-time CPG unit sales through consumer channels and wholesale/transaction-volume sales into the reseller network. No pricing is publicly disclosed, no funding rounds have been raised, and the company remains independently owned with no disclosed parent, PE, or VC backing. Digital infrastructure includes a blog, email newsletter, and organic social presence across Facebook, Instagram, YouTube, LinkedIn, and TikTok, alongside a customer self-service portal and a reseller sales app.

Name

Cera Ingleza

Legal name

Ingleza Industria de Produtos de Limpeza e Cosmeticos LTDA

Website

https://ingleza.com.br

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

101–250 employees

Short description

Cera Ingleza (UAUIngleza) is a privately held Brazilian manufacturer of household cleaning, laundry-care, and furniture-wax products, founded in 1959, serving Brazilian mass-market consumers via e-commerce, physical retail, and the Vizinhas UAU women-reseller network.

Ownership category

akta.pro rank

Headquarters

HQ city

Brazil

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. Consumer Cleaning Products Sales: Sale of cleaning, laundry care, and home care products directly to consumers through e-commerce and retail channels. Products include laundry detergents, fabric softeners, concentrated fragrances, furniture wax, and multi-surface cleaners.
2. Reseller/Distribution Sales: Wholesale and bulk sales to the 'Vizinhas UAU' reseller community network, enabling independent women entrepreneurs to resell products to end consumers.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Cera Ingleza (UAUIngleza) is a Brazilian manufacturer of household cleaning and home care products, offering liquid laundry detergents (Lava Roupas UAU Coco & Vanilla in standard and refill formats), concentrated ambient essences (Essência Concentrada UAU), fabric wrinkle-release sprays (UAU Sem Passar), and furniture treatment waxes (Cera Ingleza Madeira de Demolição). The company sells through its own e-commerce site, a community-based reseller network of women entrepreneurs called 'Vizinhas UAU', and physical retail stores across Brazil.

Product overview

UAUIngleza (Cera Ingleza) is a Brazilian cleaning products company offering a portfolio of household care products including liquid laundry detergents (Lava Roupas UAU Coco & Vanilla in 1.7L and refill formats), concentrated ambient essences (Essência Concentrada UAU), fabric care products (UAU Sem Passar wrinkle-release spray), and furniture treatment waxes (Cera Ingleza Madeira de Demolição). The products are distributed through a network of 'Vizinhas UAU' (female resellers) and retail locations throughout Brazil. The company has over 65 years of market presence and maintains ISO 9001 certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Lava Roupas UAU Coco & Vanilla 1,7l
• Lava Roupas UAU Coco & Vanilla Refil
• UAU Essência Concentrada Chá Branco
• UAU Sem Passar
• Cera Ingleza Madeira de Demolição

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Reckitt Brasil: Brings Vanish, Veja (license in some markets), and other laundry and home-care brands to Brazilian consumers, overlapping with UAUIngleza's cleaning portfolio.
• Procter & Gamble Brasil: Operates Ariel, Downy, and Ace in Brazil, overlapping directly with UAUIngleza's laundry detergent and fabric care lines as a global incumbent with deeper R&D and shelf-share budgets.
• Unilever Brasil: Brazilian arm of Unilever, maker of Omo, Comfort, and CIF — directly overlapping laundry, fabric care, and home cleaning categories where UAUIngleza competes, but at vastly greater scale and marketing reach.
• SC Johnson Brasil: Makes Veja, Pronto, and Mr. Músculo in Brazil, competing in multi-surface cleaners and specialty household care where UAUIngleza also operates.
• Henkel Brasil: Global player with laundry and home care (e.g., Brilhante, Fofo) in Brazil, directly contesting UAUIngleza in laundry detergent and cleaning segments.

Direct peers

• Bombril: Long-established Brazilian household cleaning and maintenance brand with similar mass-market positioning in soaps, steel wool, and multi-purpose cleaners, competing for the same Brazilian household consumer.
• Quimiagar Brasil: Brazilian manufacturer of cleaning products including waxes and polishes, comparable to UAUIngleza's Cera Ingleza line in furniture treatment and household maintenance categories.
• Vivax (Bom Pastor / Grupo Aliança): Brazilian manufacturer of household cleaning products and waxes, comparable product mix (furniture wax, multi-surface cleaners) targeting the same Brazilian retail customers.
• Flora Produtos de Higiene e Limpeza: Brazilian manufacturer of household cleaning and hygiene products with overlapping laundry and home-care SKUs, serving the same retail and wholesale channels as UAUIngleza.

Others

• Kimberly-Clark Brasil: Consumer goods major active in adjacent household categories in Brazil; not a direct cleaning competitor but a peer in CPG retail channels, marketing infrastructure, and Brazilian consumer-brand dynamics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/UauIngleza
• Facebookfacebook.com/uauingleza
• LinkedInlinkedin.com/company/cera-ingleza
• Instagraminstagram.com/uauingleza
• TikToktiktok.com/@uauingleza

Compliance1 record

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 Cera Ingleza