In continuing efforts to access key brands in developing countries, L’Oréal has made a new acquisition in Brazil—Niely Cosmeticos, described as the largest independent hair coloration and hair care company in Brazil. The South American country is also one of the world’s largest hair color and hair care markets. Niely was founded in 1981 by Daniel Fonseca de Jesus, and reported a net revenue of about $190 million in 2013. The Niely Cosmeticos group has two main brands: Cor & Ton for hair coloration and Niely Gold for shampoos and care. Sold at mass market, Niely products are widely distributed, and the brand has industrial and logistical facilities in the State of Rio.