Manufacturer Sinter Futura breaks three decades of exclusive focus on bar soaps and debuts in the hair care sector with its Farnese brand, aiming to expand its presence in the national market.
After 33 years established as a benchmark in the production of bar soaps, Sinter Futura has decided to set a new direction for its business model.
The company has officially entered the competitive hair cosmetics segment, launching a robust line of 19 products developed to meet the varied needs and textures of Brazilian hair.
The initiative marks a strategic turning point for the company, which currently operates with an annual revenue of R$ 500 million.
Looking to the future, the organization sees the hair care market as an opportunity for exponential growth, superior in scale and segmentation compared to the hygiene category in which it currently operates.
New infrastructure and production capacity
To make this expansion viable, Sinter Futura has begun planning a new industrial plant focused exclusively on handling liquid products.
The unit was designed with high technology and the capacity to deliver 5 million units per month in a single shift, bolstering both the Farnese brand portfolio and production demands for third parties.
The company’s current structure is already impressive in volume, producing 30 million soaps per month under brands such as Cloy and Gipsy.
With the new factory, the goal is to diversify revenue, mitigating historical dependence on bar soaps and preparing the ground for multi-channel operations.
The company’s CEO, Breno Grou, noted:
The diversity of Brazilian hair creates room for specific formulations, but they need to reach retail with scale and an affordable price.
Projections and market reach
The executives’ expectations are ambitious: the new line of cosmetics is expected to account for 20% of Sinter Futura‘s total revenue in the short term.
Within a five-year horizon, internal projections indicate that the hair care segment will surpass the revenue of traditional soaps, becoming the organization’s main engine of growth.
The distribution plan for these new items covers an extensive logistics network, including food retail, pharmacy chains, beauty supply stores, and a strong presence in e-commerce.
Furthermore, the company is keeping an eye on the international scene, aiming to take its hair care solutions beyond Brazilian borders, establishing Sinter Futura as a relevant player in the mass consumer goods industry.
