About Us

The Company

About Beleza Natural ( Natural Beauty)



You’re entering a world of beauty and happiness.

Every month, thousands of customers come to the Beleza Natural in search of self-esteem and freedom.


In our Institutes, our clients (mostly women) are assisted by our collaborators in comfortable, cozy and well decorated spaces, which reflect who we are. We at BN strive to maintain a positive feel from the moment you step in the door with a warm and welcoming smile, which is a trademark for us at BN.




In 20 years, we have become specialists in solutions for curly and wavy hair, offering high quality services and products at affordable prices.


We are proud to have assisted thousands and thousands of people by bringing out their natural beauty within.


We have revolutionized the concept of beauty salons in Brazil by taking it to a previously unthinkable level of professionalism, products innovations, processes and management.


We have developed dozens of services and products for curly and wavy hair; such types of hair are present amongst 70% of the Brazilian population. A market totally neglected just a few years ago.



Beleza Natural’s factory is responsible for the production of our shampoos, conditioners and hair treatment products. Tons of products are produced monthly to boost our customers self esteem and confidence along the way.

We are currently in the states of Rio de Janeiro, Espirito Santo, Bahia, São Paulo and Minas Gerais.  We have 34 units, including 30 institutes, two products stores and two kiosks. Our current expansion plan aims to reach all regions of the country, taking more self-esteem to millions of people.

We at BN believe that true beauty is to be happy with your natural self.


Beleza Natural was born out of the joint venture of its four members. Heloisa Assis, known as Zica, her husband Jair, Rogerio and Leila.

Heloisa spent 10 years researching a formula to treat curly hair with her husband Jair. Rogério Assis and Leila Velez Hespanha, were both ex McDonald’s employees who became co-founders at BN and brought an innovative assembly line process and strict quality control metrics to the business thus implementing its high standards.


In the 70′S Heloisa Assis was not satisfied with her hair.  “I did not want to straighten it, but there were no products on the market that would keep my curls under control.” Zica was set on finding a way to control her hair and went on to do a hairdresser course, and soon after she began mixing raw materials that were available on the market, after 10 years of trial and error she reached a formula that worked. This formula became the basis for today’s famous formula for the Super-Relaxing treatment. Tapping into an entirely new market.



In 1993, they opened the first institute. It was an immediate success. It didn’t take long before the line-ups started to form and the team began to work until dawn in an attempt to meet the enormous demand. Expansion became imminent.

Mission to offer

It is our mission to offer products and services that bring out the beauty in our clients hair, body and soul.

Our goal is to assure our customer’s satisfaction upholding the highest possible standards. Providing professional and personal employee development while maintaining a solid in house culture where environmental responsibilities are promoted through out BN’s growth.


Our vision is to make people happier by promoting beauty and self-esteem.


Respect and honesty in dealing with internal and external customers.

Maintaining relationships clear and untarnished.

Constant search for innovation.

The maintenance of the highest quality control standards.

Competence and Commitment to results.

Promote happiness by increasing our client’s  self-esteem.

Environmental responsibility through out our chain.

Team development and synergy.


It’s a great honor for us to have received such recognition from so many levels of society.


Beleza Natural founders, Heloisa Assis, better known as Zica, Leila Velez Hespanha , Rogério Assis and Jair, won the award Entrepreneurs of a new Brazil in 2006.

They also won that same year the award for entrepreneurs of the year by Ernst & Young.


In 2007, Zica was elected the Most Influential Woman in Brazil in the entrepreneurship category by two very important Brazilian newspapers, Jornal do Brazil and Gazeta Mercantil. She also received from the Association of Directors in Marketing Sales of Brazil (locally known as the abbreviation ADVB) the title of Entrepreneur of the year .


In 2011 Leila Velez Hespanha won the title of High Impact Entrepreneurial Woman of the Year, an international award from Veuve Clicquot in a ceremony held in San Francisco, USA.


In 2012, Zica received the Cláudia Award, considered the greatest female award in Latin America. Running against other well respected people in Business.


In 2014, Leila Velez Hespanha, was selected  Young Global Leaders by the World Economic Forum of Davos.

Technical Development Center

Since it was founded, Beleza Natural trains its professionals with exclusive techniques and believes in sharing knowledge as a way to change people lives as well as to promote professional development.


These values date back to 1993, when Heloisa Assis (Zica) herself was the one responsible for training all of Beleza Natural’s team of collaborators, and till  this very day every new employee goes through some type of behavioral, technical or management training.


Beleza Natural invests in education and human development.  We are very often the first opportunity for employment for people with only a High School diploma.


Our first Technical Development Center opened in 1999 in Rio de Janeiro, in order to identify and create means for employee development, with technical and behavioral training. Currently the CDTs are present in all states where there are BN branches, (Rio de Janeiro, Espirito Santo, Minas Gerais, São Paulo and Bahia).


Beleza Natural believes people development is a continuous process. With this mind, our employees and partners learn to share our mission, vision and values, thus becoming better prepared for future events.


In 2005 our company became part of the Endeavor, institute that supports entrepreneurship in the world. Since then Beleza Natural had a huge

In 2005 our company became part of the Endeavor, institute that supports entrepreneurship in the world.  Beleza Natural had a huge growth from that point on, going from 350 to more than 3,000 employees, thriving with an average growth of 30% per year in revenues.


Endeavor is an international non-profit organization now present in 11 countries that promotes and disseminates high impact entrepreneurship.


Endeavor’s selection criteria is based on:  growth potential, entrepreneurship, innovation, degree of development and ethics.


After being selected, entrepreneurs gain access to guidance programs in management and strategy in order to increase the business.


To learn more about  Endeavor visit,  www.endeavor.org


If you are a student and would like to do a academic work about Beleza Natural, we ask you to contact our Communication Area through our e-mail comunicacaobn@belezanatural.com.br - in the subject field, please type “Research” or “Academic Work”.

In your e-mail, please include the following information:

Your full name and your contact information

Course and Educational Institution

Present School/College period or year group


Purpose of your assignment

How we can help ?

In the same e-mail, we would like to have a statement from your educational institution informing us that you are currently enrolled in the course you stated. This document must be stamped and signed by your educational institute.


All requests for research will be analyzed by our Communication area. The purpose is to evaluate the relevance of your assignment, socially and internally.