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Novex is a 100% Brazilian Hair Care Company that understands women and creates the best beauty solutions for women from all ethnicities with different lifestyles and different beauty needs. The Embelleze Group was created by Mr. Itamar Serpa on March 8th, 1969 and today is composed of Headquarters in Brazil, Salon Professional, Embelleze International and Beauty School Franchise. With Headquarters located in Rio de Janeiro, Brazil, Embelleze has a very important role in the Brazilian market as the leader in the following segments: Hair Color with the brand Maxton; Hair Straightening/ Transformation with Hairlife; Hair Treatment with Novex. Embelleze Manufacturing Plant is also located in Rio de Janeiro and has a capacity of producing over 100 million units/monthly, generating about ten thousand direct and indirect jobs. Novex is the most known Brazilian hair care brand worldwide. It can be found in over 40 counties and 6 different languages.