We strive to transform people's lives through a lasting commitment to education and actions that generate significant impact on society, always using the beauty industry as a starting point.

For 30 years, we have been offering products and services of trusted quality, maximizing the potential of European and American brands in the Brazilian market. To achieve this, we use our expertise, our reach throughout the national territory, and, most importantly, the essence that moves and guides our decision-making, based on four core values: kindness, trust, inspiration, and commitment to the future.

Gera Partner is a holding company committed to the personal and professional improvement and growth of its employees and partners, which proudly represents the brands Keune Haircosmetics, Pivot Point, Korres, Elchim and Wet Brush in Brazil. We are passionate about beauty, lasting connections, maintaining and continuing the principles, as well as the values that brought us here.

Learn more about the holding company from our Founder and Chairman in the Board.

TRUE CONNECTIONS

FAMILY-OWNED COMPANY

We are a family-owned company based in Curitiba, Paraná, operating throughout Brazil.

With the structuring corporate, each family member has a defined role, ensuring the longevity, maintenance of values, and sustainability of the holding company.

EDUCATION AT OUR CORE

Our commitment to education is primarily focused on the development of hairdressers and barbers from all regions of Brazil. Through Keune and Pivot Point, we enhance the techniques and skills of those working in beauty salons and barbershops, thereby driving significant changes in the beauty market.

Our commitment to education began on the first day the Group started in Brazil, expanding from a single class in 1995 to thousands of courses offered annually across various regions of the country.

COMMITMENT TO THE FUTURE

We believe in diversifying our support to society through initiatives that help individuals in vulnerable situations and work towards creating a better future for next generations.

These are some of our established practices:

Supporting pediatric healthcare: we direct the profits from product sales to our employees in support of the Pequeno Príncipe Hospital.

Providing professional training to transform the lives of residents in Rio de Janeiro communities who need a trade and a source of income. We also support these professionals in entering the job market, achieving an employment rate of over 80%.

Properly disposing of solid waste and generating income in the process: we support recycling cooperatives by providing work, improving income, and fostering social inclusion for recycling workers through financial contributions proportional to the weight packaging placed on the market.

Keune Haircosmetics

A century-old brand founded by Jan Keune in the Netherlands, which combines science, technology, and tradition to provide the best solutions for all hair care needs.

Specializing in professional products and nurturing a long-standing relationship with hairdressers, it boasts a portfolio of over 600 products, some of which are also available to consumers. Proudly certified as a B Corp, it has never tested on animals, uses solar energy in its factory, and practices consistent carbon offsetting, among other environmental and social initiatives.

With Gera Partner, it has achieved market leadership in several categories and offers training for hairdressers in various cities. Additionally, we develop loyalty programs that support the growth of beauty salons across the country.

Pivot Point

Founded in 1962 in the United States by Leo Passage, Pivot Point uses design principles to transform the relationship of hairdressers and barbers with their activities and their clients.

Renowned for its exclusive continuous education system and scientific approach, it features a unique and patented methodology. Inspired by the Bauhaus School, this method allows professionals to analyze, visualize, and plan their work with confidence in the final outcome. A key advantage is the use of mannequin heads with natural human hair, allowing learners to apply techniques in a training setting without the risk of applying them directly on models or clients.

With Gera Partner's understanding of the education and daily routine of hairdressers and barbers in Brazil, the course offerings have been successfully tailored to the local market while maintaining the American brand's methodology and positioning.

Korres

Founded in 1996 in Greece by pharmacist George Korres and chemical engineer Lena Philippou, based on deep knowledge of homeopathy and biological research.

The natural cosmetics brand embodies the art of blending nature and science, offering a broad portfolio of products (skincare, body care, sun care, fragrance, and more). In addition to containing a high percentage of active natural ingredients, the products are free from harsh chemicals harmful to the skin and the environment.

Elchim

Tradition, technology and tools focused on hair care are the great strengths of Elchim, an Italian brand that has been manufacturing dryers, curlers and other tools for hairdressers since 1945.

Developed especially for hairstylists, Elchim is a family company created by 2 siblings, Ricardo and Egle Chiminello, whose mission is to produce ergonomic tools of the highest quality. It is the first brand in the industry to patent an exclusive technology that integrates hair care during the brushing and styling process.

Over its more than 75 years of history, Elchim has received several awards, both for its design (Compasso D'Oro, Leone di Venezia) and for the effectiveness of its products (Allure Best, Instyle Best Buy, Vogue UK Best All-round dryer).

Wet Brush

The story of Wet Brush is intertwined with that of its founder and CEO, Jeff Rosenzweig. As a father of three daughters, untangling their hair was a challenge, leading him to develop a unique product that, in 2005, would become Wet Brush.

The number one brush in the United States stands out for its unique technologies that ensure 45% less breakage and 55% less effort while brushing. Wet Brush is internationally acclaimed, offering a variety of models to suit all hair types, with designs that provide a self-care experience during grooming.

With Gera Partner's extensive reach and logistics structure, these brushes have gained prominence throughout Brazil.