Middle East
Step into the world of Niely, a brand deeply connected to the richness of Brazilian culture and the dynamic spirit of its women. For decades, Niely has championed authentic beauty, empowering millions to express their true selves with confidence. We are a proudly Brazilian brand, dedicated to delivering accessible excellence and strengthening our connection with diverse consumers through continuous innovation and a consistent commitment to representation.
Our portfolio highlights two iconic brands that embody this vision:
Niely Gold resonates with the modern Brazilian woman, embracing the energy of urban and peripheral cultures. Our recent relaunch, guided by the impactful message “Tá chocada? É Niely Gold” (Are you shocked? It’s Niely Gold), reinforces our purpose of reconnecting with Brazilian women and winning back their hearts through performance they can trust. With advanced research and L’Oréal technology, we deliver high-quality, high-performance hair solutions designed to repair, soften, and protect all hair types. We celebrate the versatility of Brazilian women, ensuring every strand reflects their unique style and confidence.
Alongside it, Cor&Ton stands as Brazil’s longstanding reference in vibrant self-expression. For over 40 years, the brand has evolved to meet the desires of consumers, offering innovative color solutions that unite performance, care, and accessibility. Our groundbreaking “0% Ammonia” line exemplifies this commitment by delivering stunning color with superior hydration for all hair types. Cor&Ton empowers women to transform their look and embrace their individuality with confidence.
Together, Niely Gold and Cor&Ton create more than beauty products — we build a legacy of empowerment, cultural relevance, and a lasting connection with the women who inspire us.
Arnaud Mesange
Brand General Manager, L’Oréal Brazil
“At Niely, we celebrate the authentic, proud, and bold Brazilian woman. Our genuinely Brazilian heart positions us as accessible allies, driving beauty with purpose.
With Niely Gold, we offer high-performance solutions at an accessible price for Brazilian hair, aspiring to be the most relevant brand in its segment.
And through Cor&Ton, our historical leader in hair coloring, we empower self-expression with superior formulas and significant innovations, such as our 0% Ammonia campaign.
Niely is synonymous with cultural relevance, innovation, and an unwavering connection with the women who inspire us."
Arnaud Mesange
Brand General Manager, L’Oréal Brazil
Manifesto & Vision
“At Niely, we celebrate the authentic, proud, and bold Brazilian woman. Our genuinely Brazilian heart positions us as accessible allies, driving beauty with purpose.
With Niely Gold, we offer high-performance solutions at an accessible price for Brazilian hair, aspiring to be the most relevant brand in its segment.
And through Cor&Ton, our historical leader in hair coloring, we empower self-expression with superior formulas and significant innovations, such as our 0% Ammonia campaign.
Niely is synonymous with cultural relevance, innovation, and an unwavering connection with the women who inspire us."
+65M
Consumers driven by our mission and passionate about our products.
+40 Years
on the market, building trust and lasting relationships.
#1
For over 17 years leading the hair color market in Brazil.
Bold Street Glam Generation
Niely is passionately dedicated to a unique and powerful audience: the bold, street-glam woman. She is the authentic spirit of Brazil — a vibrant individual who confidently owns her style, rooted in the dynamic energy of urban culture and the richness of her origins. This consumer is unafraid to express herself, has ambitious aspirations, and seeks beauty solutions that not only support her routine but also resonate with her individuality and desire for transformation.
We craft our brands, Niely Gold and Cor&Ton, to be accessible allies for this empowered consumer. Whether she’s looking for high-quality, accessible hair care that celebrates her versatility or vibrant hair color to boldly express her identity, Niely supports her journey. We understand her need for products that are effective, culturally relevant, and designed for her reality — allowing her to express herself authentically and embrace the essence of street glam with pride and confidence.