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Itamar Serpa, founder of Embelleze, dies at 82

One of the main entrepreneurs in the beauty sector, Espírito Santo Itamar Serpa Fernandes, founder of the Embelleze chain, died on the night of Tuesday, July 18, at the age of 82.

According to Cirene Serpa, the businessman’s cousin, at first the procedure had been successful, but it generated complications that led to his death.

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“On behalf of the Embelleze Family, it is with deep regret that we announce the passing of Itamar Serpa Fernandes, our founder and great inspiration. He dedicated his life to making this world a better place for everyone who lived with him. He made a point of listening, teaching and always inspiring”, highlighted the official statement posted on the company’s social networks.

“For us, his immense legacy remains, which will always be remembered with great affection and love. An example in everything he did, he was a great father, friend and businessman. His main mission was to transform lives. And we made this purpose the biggest motto of Embelleze and that, from today, becomes even more eternal, as it always will be!”, ended the statement.

Post confirming the death of Itamar Serpa, founder of Embelleze
Post confirming the death of Itamar Serpa, founder of Embelleze – Photo: Reproduction Instagram

FAMOUS PAY TRIBUTE

On several occasions, Itamar Serpa reinforced the need for his brand to remain popular, with quality. For this, Embelleze has always had actresses and singers in its campaigns, in addition to being present in “transformations” on TV, revamping several people.

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The news of the businessman’s death made celebrities who had already had contact with the brand regret it.

“It was a pleasure to have known you and worked for you, Mr. Embelleze. Rest in peace”, said Jojo Todynho.

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Jojo Todynho mourns the death of Itamar Serpa
– Photo: Playback Instagram

Sad news. Seu Itamar changed the lives of many people. God receive him”, wrote Tatá Werneck.

“What a sadness! My feelings! May the Lord comfort the heart of all the family and all the friends!”, wrote former BBB Andressa Ganacin.

“How sad,” said Karin Hils; “May God comfort the heart of the family”, wrote Fabiana Scaranzi; “My feelingsssss”, highlighted the influencer Jade Seba.

Serpa’s ex-wife, with whom he was married for 12 years, influencer and writer Monique Elias, 42, also lamented: “The greatest transformer of my life! I love you, Itamar. Thank you for everything always!”, she wrote.

WHO WAS ITAMAR SERPA

At the age of 17, he lost his father, who was a “handyman”. First of 10 children, Itamar had to take over the house. To support his mother and siblings, he worked as an office boy and bus conductor.

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With great difficulty, he managed to study and enter the Chemistry course at the Federal University of Rio de Janeiro (UFRJ), starting a new stage in life.

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As a professor of chemistry and physics, Serpa worked in important companies, such as the German Bayer. During this period he took the first step that would lead to the building of an empire.

In Nova Iguaçu, in Baixada Fluminense, he founded Embelleze, focused on the cosmetics business. The company sells more than 500 products of its kind and has renowned brands such as Maxton, Novex and Natucor. Itamar also set up the Salon Embelleze, aimed at professional products for hairdressers, and the Embrelleze Institute for training professionals in the area of ​​beauty.

One of the differentials in the company’s production is the non-use of animals in product testing.

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Financial success led Serpa Fernandes to the political universe, where he served as federal deputy for the PDT (1995 – 1999); and two mandates by the PSDB (2000 – 2003) and (2003 and 2007).

Itamar Serpa, founder of Embelleze, dies at 82

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