The decision to open in the area is a strategic one as the New Jersey and New York region is a hub for the North American cosmetics and personal care industry, with many of the big manufacturers and their suppliers based in and around the area.
“The new office will optimize service and expedite product delivery to our North American clients,” said Beraca president Ulisses Sabará.
A strategic move for the company in North America
The company president added his belief that the new location was a strategic move for the company by underlining the fact that 70 per cent of manufacturers and suppliers for the United States market are located within 220 miles of Bridgewater.
The company has also announced the appointment of Dawn Thiel Glaser, as the Beraca USA business director, who will also effectively head up the company’s new North American subsidiary.
Thiel is an industry veteran, with over 20 years of experience in the personal care market, having worked as technical development manager Glenn Corporation, as well as holding positions at DowBrands and Collaborative Laboratories.
Dawn Thiel Glaser heads up the US operations
She has also held the position of national secretary at one of the industry’s most important associations, the Society of Cosmetic Chemists. As well as managing the company’s strategy in the US, Glaser will also be concerned with training and support to distributors in the market.
“I've had the opportunity to work with Beraca’s products for years and to understand that social and environmental responsibility is at the core of the company’s ingredients," said Glaser.
"Beraca’s product line is a result of innovation that respects biodiversity. As such, it is perfectly poised to thrive in a new personal care market that demands sustainable, functional, natural products.”
Beraca now flies the flag in Europea and the US
Beraca has been growing rapidly in recent years and in 2011 it recorded a total of R$ 118 million ($65m). The company has forged its name in the cosmetics industry as a provider of natural-based sustainably sourced ingredients, tying in with the two major trends in the industry.
These trends have been particularly apparent in the more developed markets, particularly in Europe and in the US, in which markets Beraca is an established supplier of active ingredients from Brazil’s Amazon region.
The company opened its European subsidiary in Paris, three years ago, responding to demands from a market which remains the most important in the world for natural and organic cosmetic products.