The President and CEO of Visat Group began his career like many hairdressers: with courage, talent, and determination, facing financial challenges and building his way “from the bottom up.” Passionate about the world of beauty, he became a hair specialist and technician, transforming knowledge into professional excellence.

Before founding Visat Group, he worked as an executive at L’Oréal Brazil, where he gained strategic experience in product development, marketing, and management, skills he would later apply to create innovative, high-performance cosmetics.

In 2011, he took a decisive step: he founded his own company with the goal of offering international-quality products that not only delivered exceptional results but also impacted the careers of hairdressers and distributors. Today, his brands—Visat, Prime, and Maximus—are recognized in Brazil and internationally, present in countries in the Middle East and Europe, the result of hard work, dedication, and entrepreneurial vision.

More than building companies, he has built opportunities, inspiring professionals who want to grow, stand out, and achieve independence in the beauty industry. His story is an invitation: with talent, discipline, and courage, it is possible to turn challenges into success.

Prime Pro Extreme is a global brand of professional cosmetics that, since 2011, has been building its trajectory with innovation, proven quality, and international presence. Originating in the North American market, producing in Brazil, and operating in several countries, Prime combines advanced science, technology, and high-performance assets to deliver recognized results in salons around the world.

Entering a new phase, Prime Pro Extreme is expanding its purpose: more than just developing excellent products, the brand is placing the education of hairdressers at the center of its strategy. Through Prime Academy, Prime empowers professionals to better position themselves in the market, value their work, build authority, and achieve real and sustainable growth.

This is the essence of the new Prime Pro Extreme era: to train stronger, more independent, and better-prepared professionals, creating opportunities, strengthening careers, and raising the standard of professional beauty on a global scale.