Lifetime debuts national production Império da Beleza

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The Brazilians Heloísa Helena Belém de Assis, known as Zica, and Leila Velez are the protagonists of the special beauty empire, in documentary format, that the LIFETIME opens on October 27th.

The production presents the successful trajectory of the two founders and partners of Instituto Beleza Natural, the country's largest network of beauty salons specializing in curly, curly and wavy hair.

The special, co-production of LIFETIME with Movioca, highlights the talent and life story of the two entrepreneurs who opened their first salon in the back of a backyard, in the North Zone of Rio de Janeiro, in 1993. Currently, the Natural Beauty Institute has become an empire, with more than 40 units, in five Brazilian states, and, since 2017, a branch in New York – USA. Together, Zica and Leila expanded their business and also invested in the launch of products for this audience with curly, curly and wavy hair, creating the Cor Brasil Cosméticos factory.

 

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