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Beleza Natural: Valuing Brazilian Women’s Self-Esteem
Beleza Natural is much more than a one-off beauty parlor. Founded in 1993, the company began operating in a basement in the suburbs of Rio de Janeiro. After less than 20 years in business, Beleza Natural has grown to 80,000 customers a month, and has become a national archetype for service and access for a clientele living at base of the pyramid.
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