L’Oréal Group Brazil, in partnership with its 100% Brazilian brand Niely Gold®, took part in the return of Batekoo Festival 2025, a major event celebrating and empowering the Black and LGBTQIAPN+ community. The festival will take place on November 15, starting at 6 p.m., featuring 12 hours of programming and over 20 performances honoring Black and regional culture.
Connection and self-care space
L’Oréal and Niely Gold® created a dedicated space at the festival for connection and self-care, allowing attendees to rest and experience the brand’s new product from the Powerful Reconstruction line, the Keratin Recharge. The space also featured content production, linking the digital environment with the live experience.
Niely Gold®, born in the suburbs of Rio de Janeiro, reinforces its roots by engaging directly and interactively with Gen Z. Laura Parkinson, General Brand Director of L’Oréal’s Mass Market Division in Brazil, stated that participating in the festival reaffirms the brand’s commitment to amplifying authentic voices, valuing Black and peripheral culture, and connecting with a new generation that sees beauty as identity, empowerment, and freedom.
Commitment to diversity and inclusion
Eduardo Paiva, Director of Diversity, Equity, and Inclusion at L’Oréal Brazil, emphasized that the festival is part of the company’s ongoing agenda to promote real inclusion and build a fairer future. In 2025, the company also supported the LGBT+ Pride Fair, the “Yes to Racial Equality” Award, and programs like Afroluxo and Beleza Mais Diversa, which combat structural racism and expand representation.
Other initiatives include the Inclusive Dermatology Award, which funds research on Black skin, and support for events such as the Pacto das Pretas Festival, Future In Black, WOW Festival, Powerlist, and Trace Festival. L’Oréal is also a co-founder of the Racial Equity Movement (Mover), bringing together over 50 companies to accelerate racial inclusion through collaboration and best practices.
L’Oréal Group and Niely Gold®
With 100% of its 22 brands committed to diversity, L’Oréal reaffirms its purpose to “Create Beauty That Moves the World,” combining innovation, representation, and positive impact. In Brazil, the company has operated for 65 years with 21 brands, including L’Oréal Paris, Garnier, Maybelline, Niely Gold®, and Colorama.
Niely®, active in Brazil for nearly 40 years, is a reference in hair color and treatment, democratizing beauty with innovative and high-quality products. As part of L’Oréal’s Mass Market Division, the brand continues to provide complete and inclusive haircare experiences for all audiences.
