Our purpose is to produce self-esteem in bottles
1986 – Jacques Sultanum, a 35-year-old entrepreneur,
invested everything he had in an idea. This is how Rishon
Cosmetics was created in Brazil. At that time, the TUTANAT
line was born, always seeking to adapt to the growing
expectations of our consumers.
1997 – Jacques Sultanum is gone, but leaving his
legacy of courage, determination, and responsibility. Plus,
a secure foundation for his dream of a fast-growing Brazilian
manufacturer, with a leading brand – TUTANAT – serving both
the domestic and international markets. Marcelle, daughter of
Jacques, took over the company. Much has been done since: line
realignment, new products, boost sales, cost adequation and
increased revenues.
2005 – A new era begins: higher professional standards
along with a well-structured and committed staff. The Rishon
Beauty Institute was inaugurated, aiming to develop new and
better products.
2010 – The company became an active player in various
social media, being present throughout Brazil via its virtual
store. Furthermore, modern and imported assets were industrially
adopted, with constant product launches, in line with company’s
philosophy of always offer high quality to satisfy and improve
consumer’s self-esteem.
2012 – Internationalization began, with an enduring
participation at Cosmoprof (Bologna, Italy) since then. At
that time, TUTANAT’s ”Progressive Sleek Brush” (without
formaldehyde) and “Argan Oil” lines were introduced, with a
smashing success. A culture of product innovation to meet
customer true needs was implemented, resulting in recurring
export sales to select European and African markets.
2014 – A new challenge started, by moving the industrial
facility to the Pharmacochemical Complex in Goiania (Brazil). New
concepts and innovation policies were created including, but not
limited to work guidelines, procedural practices, QR code packaging,
and tutorial videos among others. This is “Rishon 2.0”.
2016 – A recurring race to develop the most differentiated
and innovative products was implemented. Consumer specific demands
were targeted. A new line – “Bang!” – was launched and achieved
explosive sales success.
2021 – Global consolidation in place, based on a
well-structured go-to-market strategy, including package
reshaping, efficient supply chain management, digital
branding, and active regional distribution channels. Primary
focus are the U.S. and European markets, being pursued in
coordination with an international sales office based in
Florida, USA.
