Heloísa “Zica” Assis

August 12, 2021 | 12:40 PM
  • Sector: Beauty Products
  • Company: Beleza Natural
  • Country: Brazil

Heloísa “Zica” Assis is an entrepreneur from Rio de Janeiro recognized for creating Beleza Natural in 1993, a network of beauty salons with their own formula aimed at people with frizzy, curly, and wavy hair. Zica, named by Forbes as one of the 10 most powerful women in Brazil, now has more than 34 units in the country and also a store in the Harlem neighborhood of New York.