Contains1g returns to the market under the command of Sallve

The makeup brand Contains 1g will return to the Brazilian market in 2023 under the umbrella of Sallve, cosmetics, founded by blogger Julia Petit, a pioneer in the production of content on the subject on the internet.

With the acquisition, Sallve, focused on skin care products, enters the makeup business.

Sales start on January 17, initially only through ecommerce. Julia Petit will be the creative director of the new Contem1g (which is now spelled without the space), a position she also holds at Sallve.

The brand’s portfolio will hit the market with lipsticks, eyeliners, eyeshadow quartets, blushes, highlighters and eyebrow products.

With an eye on the Z generation, who may not remember the image of the stores and kiosks ofConten1g, the new line of products will have brightness and colorful tones (like the eyeliner with glitter).

The Conte1g group filed for bankruptcy in 2018 and was declared bankrupt. Last year, the brand was auctioned – and Julia and Daniel Wjuniski, also a partner and CEO at Sallve, won the name.

“In the 2000’s, when international stores weren’t even rehearsing coming to Brazil, Contem1g was one of the only possibilities for us, makeup aficionados”, says Julia Petit, in a note. “It is an absolute privilege to be able to relaunch such a revolutionary brand, which still has a passionate community.”

The rebirth of Contem1g also intends to keep up with changes in consumer demands. The formulas will be vegan and free of animal cruelty, two values ​​of the mother brand, Sallve.

According to a communiqué from the company, the functioning of the new Contem1g should favor the creation of products from the consumer community – Sallve carries out intense research with its buyers in the process of deciding on the next launches and their characteristics.

Sallve says that the new portfolio is 100% authorial, but that it is in the plans to redeem the products from Contem1g in updated formulas.

The diversity of colors and tones should be one of the bets of the line, which still does not have, in this first phase, products such as foundations and powders. Daniele da Mata, founder of Damata Makeup and expert in make-up for black skin, was a consultant in the development of the new Contem1g products.

In 2021, Sallve received BRL 110 million in an investment round. Entry into the makeup market was in the plans, but ended up being anticipated by the possibility of buying the brand fromConten1g, said Wjuniski in a note.

The value of the business was not disclosed. With the new business division, Sallve took Raphael Brollo, formerly of L’óreal, and Cibeli Lelli, who takes over marketing, to the company – she went through the former Contains 1g at the beginning of her career.