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It all began with the opening of Labelle in 1968, the first of its kind aesthetic center for exclusive, high-end clientele in Brazil, founded by Erothides Godoy and Lucia Iervolino. Their business grew and in 1974 they established BC Cosmetic in partnership with Hughette Choffi Corazza, a distributorship.

Within a year, they began formulating and producing their products. Their first line, Karina Hair Spray and Factory Dogal, quickly became a leader in the Brazilian market and has remained so for more than 30 years. Insightful decisions led these businesswomen to amass key distributorships of Neutrox Conditioning in 1980 purchase their own manufacturing company, moving production from Rio de Janeiro to Sao Paulo. That facility would become the largest after shampoo product manufacturer in the world. 

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