Beraca eyes big growth in the North America market

“We are confident that it will help leverage our business in the US, Canada and Mexico. Our goal is to grow at least 20 percent per year within the next 5 years,”​ said Sabará.

“Beraca has been recognized by the high quality and rich functionality of our active ingredients. And this is where we’ve been recording higher growth rates.”​

In recent years Beraca has forged a name in the US and North American market as one of the leading suppliers of natural and sustainably sourced ingredients and raw materials for the cosmetics and personal care industry.

Growth continues, despite economic challenges​

And despite the economic challenges and difficult retail market, the company has continued to grow its share of the market and its sales turnover in the region.

“Even with the financial crisis still ongoing, the cosmetic market in North America, especially in the US, has been growing significantly, and we feel the growth has been led by the launch of natural products,”​ Sabará said.

“Over the last 5 years, this market has become very important for Beraca. We had already opened an office in New Jersey by the end of 2009 but now we felt it was the time to take a step forward and create a new company: Beraca International North America."​

“Beraca International North America is a company based in the US, so customers do not have to worry about importing products, prices are applied in US$ and shipment is express,”​ Sabará added.

Targeting the US, Canada and Mexico​

The newly formed business will serve the US, Canada and Mexico, with its own local warehouse and commercial team, and follows in line with the strategy the company has already followed in Europe, after it opened up its Paris branch in 2008.

The new North American subsidiary will be headed by Dawn Glaser as business director. She is  an industry veteran, with over 20 years of experience in the personal care market, having worked as technical development manager at Glenn Corporation, as well as holding positions at DowBrands and Collaborative Laboratories.

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.