We have always been curious to know the stories of the people behind every brand, successful idea; perhaps because a beautiful thing in life is to dream. Of course, the story of Bill Gates of Microsoft or Coco Chanel are events of great successes that 1000 pages would not be enough to tell a part of them. In a somewhat dreamy way and to tell our story, that of Beleza Pura, we want to copy this idea, certainly not because we are as big as the two people mentioned; simply because “we love each other” and deep down we are proud of our adventure. And it is for this reason that we want to briefly tell you the story of Celia, creator and director of this story. Some people very close to her participated with her: hence the reason for the "we" in the preface.

Celia Regina Costa was born in Cuiabà – Mato Grosso, in Brazil. The daughter of a housewife and a worker, she grew up in a humble family. From an early age she showed her strong and lively character. His mother, Dona Eledil, to supplement the family salary, made chocolate sweets that Celia, a 7-year-old girl, accompanied by her older cousin, sold on the street. At the age of 14, strong in her passion for dance, she began to give some dance lessons, arriving at 19 to be a real teacher of this beautiful art.

The tenacious character, the will to emerge combined with the need to "do something", leads her to challenge herself by opening a small beauty salon in the back of the family home. With the fruit of his work, he began to buy and resell clothing door to door; the next goal was to open a shop of his own. With the necessary self-esteem, perseverance and a pinch of luck - which never hurts - he crowns his dream, thus offering his clothes to girls, women, transsexuals, because in society the enhancement of each person's life is in first place, regardless of sex or religion. In Brazil the important thing is to work, therefore in the clothing store business, Celia continues the hairdressing salon business, deepening her knowledge in the trichological and stylistic fields. It's a real passion for hair!

In 2015, for personal reasons, Celia moved to Italy. It is not easy to leave all the struggles and achievements behind; moving to a foreign country involves difficulties, starting with the language. Her tenacity will help her overcome difficulties, sometimes even trivial such as gastronomic habits, sometimes more difficult such as entering the university world - philosophy faculty - relationships in the world of work totally different from what she was used to. The challenge had been launched, now it was necessary to win a small battle every day and understand how life was lived in Italy. And that's how one day, while shopping at a supermarket, she realized how difficult it was to find products to treat her frizzy hair. Intrigued by this thing, she began to look throughout Milan for a shop that could help her and to her great surprise………. she didn't find it!

The first reaction was one of sadness, as if the type of woman she represented, i.e. black with frizzy hair, didn't exist. Yet he was in Italy, a country considered to be of the first world, also inhabited by foreign people with the same needs as him. The negative reaction soon gave way to a positive consideration: Celia didn't want to remain still, impassive in the face of such a simple necessity. A need that wasn't just for her, but for all those women who encountered the same difficulties as her. In short, he wanted to be there! The fuse had been lit: after a careful analysis of the Italian market and obviously an intersection with Brazilian professional companies, Celia established commercial ties with well-known Brazilian cosmetic houses. This is where it all started: first only with hair products, then followed by products dedicated to skin care and in the future......... nobody knows the future! Surely Celia will not stand still and wait for events.

Well, maybe we took too long...... it's time to end this story that from a dream has come true.

Thus was born Beleza Pura.


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Brazilian Curly

Below are the personal details of our company:

BELEZA PURA by Celia Regina Costa

viale Andrea Doria, 16

20124 MILAN

PI IT09920370963


Company register MI-2124812