Chemical Engineer Humberto Michel, Technical Director and President of Life Beauty Cosmetics Founded in 1984, the company began operations in Sao Paulo, first making cosmetics for third parties and to the retail market. In 1994, under the direction of a group of engineers from the high-tech industry, has adopted the corporate name "Phit Cosmetics Bio Therapies Ltda."

With this change a new dynamic was introduced and the result was the emergence of products "Premium", ie next-generation products and high technology with high quality, whose visual appearance, performance and technological innovation challenged even the best imported items Europe and the United States.