The owner of Masglo signs the director of Beiersdorf in Latin America to drive his expansion

Cerescos has a new leader. The Colombian cosmetics group, owner of Masglo and Admiss, has appointed a new general manager, after the departure of Miguel Pla, who was in charge of the company for thirty years.

His post will be held by Nelson Cabrera Ríos, who has a long career in the cosmetics industry . Before joining Cerescos, the executive was working in Beiersdorf, owner of brands such as Nivea or Eucerin, which were leading the expansion in Colombia, Venezuela, Ecuador, Peru and Uruguay.

With studies in digital marketing and a doctorate in strategic business management, Cabrera Ríos was also director for Central America and the Caribbean at GlaxoSmithKline, according to La ​​República .

Nelson Cabrera Ríos was director of Beiersdorf for Ecuador, Colombia, Peru, Uruguay and Venezuela

From now on, at Ceresecos, the executive will lead the new phase of the business. At the end of this year, Masglo, originally specialized in nail polish, will launch his first makeup lines . The group also on the table landing in Europe, after opening a seat in Spain in 2017.

According to the latest available data, Masglo closed its fiscal year 2016 with a figure of 39. business of 67,000 million pesos ($ 22.6 million). In the medium term, the Colombian group expects a 22% increase in sales by 2022.