ALEXANDRE SERODIO
Brazil, Beleza na Web
Unlike most boys, Alexandre Serodio got his beauty tips from his father, not his mother.
While Alex was growing up, his father climbed the corporate ladder at Avon Cosmetics,
eventually becoming President of the Latin American Division. Alex idolized his father and
often accompanied him on business trips. While studying economics and advertising in São
Paulo, Alex worked at Firmenich, a Swiss fragrance company. In 1998, he joined International
Fragrance & Flavors Inc. and held several marketing positions. Alex became an industry
expert and was offered the Sales & Incentives Director position at Jafra Cosmetics, where he
learned the nuances of direct sales. In 2003, the owners of Jafra put a majority stake of the company up for sale. With
over half a century of cosmetic experience between the two of them, Alex and his father felt prepared for and excited by
the opportunity to run their own business.
