To create beauty is to encourage people to take care of themselves and take care of the environment– Simone Braga, CEO.
more than 10 years
beauty marketBorn from the vibrant energy of Rio de Janeiro in 2009, Widi Care transformed a passion for beauty into science. Our story began behind the scenes of beauty salons, where we created high-performance formulas designed to deliver real, visible results. In 2016, we brought this expertise directly into peoples homes with the promise of celebrating every form of beauty.
Today, Widi Care is a company of more than 300 team members – 75% of them women and a portfolio of over 150 self-manufactured products. Our commitment is not only to beauty but also to the future. That’s why we are 100% vegan, cruelty-free, and proudly certified by the EuReciclo seal, which guarantees environmental compensation for every package we produce and sell in Brazil.
From the iconic Juba line which revolutionized textured hair care to every new launch, our mission remains the same: to combine technology, performance, and personality through formulas that respect your hair and the planet.
Because for Widi Care, Every Beauty Matters. Its our commitment our Brazilian truth that has already crossed borders and conquered hearts in countries such as Colombia, Panama, Chile, Australia, Portugal, Ukraine, and Mozambique.
The purpose of the brand is to show all customers that elegance and beauty are perfect combinations when it comes to hair treatment, Simone Braga - CEO, explains.
We are passionate about what we do and we are constantly trying to improve. With that in mind, and after a long period of research, we inaugurated our own manufacturing and development center to guarantee the best in innovation and quality.
Ecological Responsibility
Our purpose with the products we create is to promote beauty in a smart sustainable way. We are against any form of animal cruelty so the brand is vegan since its beginning. Every single product you see in our portfolio is vegan and 100% cruelty-free.
Besides that, we have a partnership with initiatives such as “Eu Reciclo”, that works with reverse logistics, collecting from the environment the same amount of plastic waste we produce.
Representativeness
The brand was founded by a woman and we deeply believe in our power to encourage and inspire other women.
75% of our staff is made up of women.
Mission
Promote beauty intelligently, catering to all lifestyles and expressions of beauty. Our goal is to care for, inspire, and provide well-being, offering a unique and transformative experience that celebrates individuality, because we believe that Every Beauty Matters.
Values
Take the brand as a symbol of Carioca beauty to Brazil and the world, showcasing Brazilian diversity. We want to be a global reference, offering innovation and transformative, high-impact results.
Vision
Respect is the foundation of our partnership with our employees, consumers, and clients. Based on this principle, we offer the care they deserve in an honest, transparent, and sustainable manner, always striving for excellence.