The businessman Daniel Fonseca de Jesus, who sold Niely, the hair products industry, especially colorations, to the French L’Oréal, for more than R $ 1 billion, after the end of the quarantine period (5 years , non-competition clause) of the businessman with L’Oréal, returns to the cosmetic market with a new brand, to act again in hair and color.

He told the newspaper Valor Econômico that in five years it plans to have 10% market share in coloring and treatment. The idea, he told the newspaper, is to invest heavily in marketing, advertising and on point-of-sale campaigns and, in his already known style, to hire an actress from Rede Globo as the brand’s spokeswoman.

The name of the brand is still a secret, but the product that will boost sales of the new company will be a cream-colored dye, which made Niely bill in 2014, when it was sold, $ 540 million. For this mission, the businessman hired advisories from the country and abroad that will develop the products. The entrepreneur also bets on the differential that is proposed to print to the new brand: distribution and quality, in addition to the focus on the mass market.

Daniel, who has never retired, is investing R $ 10 million in the construction of a headquarters for the new company and its holding company, Milano, in Nova Iguaçu, Rio de Janeiro. In addition to the position of vice president of the strategic committee, which he held at L’Oréal in the quarantine period, his holding holds a stake in Taco Bells, Eleva, Cultura Inglesa and a 1.2 thousand real estate development in Nova Iguaçu ( RJ), among others.