Imagine having a shampoo that would meet all your hair needs. From the thickness of the yarn to your favorite fragrance. Through artificial intelligence, MeuQ created the ideal formula to meet the demands of each consumer who, when answering a questionnaire, can buy shampoos (R $ 69, 250 ml), conditioners (R $ 79, 250 ml) and leave in (R $ 39, 100 ml) that match your locks. In an interview with Casual, Pedro Nunes, co-founder of the startup, tells about the business model and the expansion of the brand that has just completed a year.
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The world of beauty has always been present in Pedro’s life. Son of beauty professional, Wanderley Nunes, founder of the premium salon chain Studio W., Pedro has always been part of the beauty and cosmetics market, although for 12 years he dedicated himself as a racing professional, from Stock Car to Formula 3 .
Empreender has always been in the blood of the paulistano, who was a co-founder of Singu, a startup that offers manicure and pedicure services at home. For the new venture, Nunes combined experience with motivation to launch a business model dedicated to personalizing beauty. Thus, with partner Dimitri Ribeiro, former Avon planner, they officially launched MeuQ in early 2020.
With a majority female audience of 25 to 40 years, the brand serves all Brazilian states. And with the customer database, it manages to map the demands of consumers in all states of the country, in addition to understanding how climatic factors, such as the incidence of UV rays and humidity level, interfere in the hair of Brazilian women. Nunes comments that with this information, “it is possible to personalize our product more and more and meet specific demands”.
During the pandemic, the brand noted that consumers sought to reframe their beauty, as hairdressing salons stayed behind closed doors for a few months. “Women started to get used to their hair in its natural shape, stopping discoloring or straightening the hair less”, he comments.
Speaking of pandemic data, last year MeuQ created 30 thousand unique formulas, which were delivered in more than 1,600 cities, generating a growth of 2,000%. For this year, the duo hopes to increase sales of single formulas to up to 500%, reaching 150 thousand formulations.
For this to happen, Nunes advances the various projects for the brand, which has been accelerated by GB Ventures, of Grupo Boticário. Some of the novelties are the launch of products aimed at male capillary needs (such as thinning hair and dandruff) and the launch of refills and monthly plans for the capillary schedule. In addition, with the increase in manufacturing automation, from 60% to 100%, the brand intends to reach a larger clientele, massifying production.
Although the expansion plans are profuse, one point that Nunes emphasizes not giving up is sustainability. “We are a vegan brand, we do not test on animals and we also participate in the Eu Reciclo program, in which for each package sold, which are already recycled, two other packages are recycled. Our products are delivered in recycled kraft paper boxes and soon we will launch the refills, to generate less packaging ”, he comments.
The brand is also clean beauty (reference to the non-use of petrolatums, parabens, phthalates in the composition of the products), and includes ingredients such as coconut oil, avocado and grape seed, kiwi and flax seed extract, hydrolyzed quinoa, among others in the formulations.
For those who want to know the products, Nunes says that, soon, the hairdressers in the country will make sales of personalized products directly from salons to customers, starting with Studio W. Meanwhile, it is possible to order and answer questions about the products. on the website’s chatbox (www.meuq.com.br).
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