Known as the ‘hair alchemist’, Inocência Manoel, co-founder of Inoar, shares all things in the name of hair.
My love for hair comes from my roots
In the city of Assisi, Brazil, there was a well-known beauty salon close to my family home. I used to always watch the clients who left the salon in awe.
Once, I went in to ask for a job, but left with no success. I didn’t give up, though; I persisted on my quest. Then one day I saw the floor full of hair and offered to sweep it up. I took all the strands of hair, put it in a plastic bag and took it to my house. It sounds kind of freakish, I know, but this is where I began to work.
I made a mural and separated the strands of hair. With the tips I picked up while observing the other salon stylists, I went out and bought straightening products to do some home tests, as well as on my own hair. I then I started testing on my friends. This was my motivation to discover more, to gain more knowledge on everything about hair.
My persistence eventually got me an opportunity to become an assistant at the salon, which then led to a move to São Paulo, Brazil, where I started working in larger salons, expanding my skills and knowledge of the hair world until I was fortunate enough to open my own salon.
From an ex-hairdresser to an industry pioneer
Before I was here, I was there. The process from being a hairdresser to owning my own salon didn’t come overnight. You need to understand both the honour of this profession as well as the struggle.
When I created Inoar, I thought about how it could be used by both professionals and consumers, as I was on the forefront of both these roles. When you figure out that having quality products makes all the difference you learn what a consumer expects from a product and what makes the experience the best. Inoar was born because of this quest and it continues to exist because of our consumers.
Passion and vision goes a long way
I’ve always had the desire to develop innovative products for myself and my clients. The heart of Inoar was born from this commitment. I’m very proud to meet the demand of my consumers, despite the arduous path and all the difficulties of the beauty market (which isn’t always as beautiful as it looks).
From where I started, getting to where I am today was unthinkable back then. But it’s a lesson well learnt; you can achieve anything you set your mind to.
Success isn’t bred overnight
Inoar is a brand that’s very attentive to the demands of our consumers and innovation has always been our trademark, in every way. Which shows through our marketing communication and in the launch of new products.
A market research study conducted by global information and measurement company Nielsen, found that Inoar anticipates trends in launching products that are aligned with consumer desires. This is the result of plenty of research, knowledge and experience on our side. In an extremely competitive market, we have to have agility and lots of resilience. It’s not an easy market, but we’ve been successful because we’ve never stopped persisting and working hard.