Business

The Boticario Group obtains its third acquisition: a beauty-products e-commerce

The purchase of Beleza na Web forms part of the multi-brand and multi-channel expansion strategy of the owner of the brands O Boticário and The Body Shop, among others

boticario's group headquarters
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  • The Boticário Group, a maker and retailer of beauty and well-being products, announced this week the third acquisition of its history: the e-commerce Beleza na Web;
  • The company leads the beauty and personal care market in Brazil, alongside Natura, according to data from 2018 by Euromonitor.

The Boticário Group, a maker and retailer of beauty and well-being products, announced this week the third acquisition of its history: the e-commerce Beleza na Web. Online purchases through their website, which has in its portfolio more than 360 brands and a total of more than 17 thousand items, is part of the expansion of the multi-brand and multi-channel strategy of the Brazilian group. The company owns the brands O Boticário, Eudora, quem disse, berenice?, The Beauty Box, Multi B, and Vult.

“The two companies are keeping an eye out for the new consumer and have innovation and the constant search for challenges in their DNA. It is a company that always inspired me and was created for entrepreneurs that believe in the creation of relations and opportunities afforded by beauty. Together, we are going to offer more experiences for our consumers wherever they may be,” said Alexandre Serodio, founder of Beleza na Web and who will continue at the helm of the business, in a communication to the press.

“With Beleza na Web, we are looking to secure our position in the multi-brand market and in the multi-channel action, integrating one of the principal multi-brand platforms in Brazil to the Group, which already has The Beauty Box, the biggest network in terms of number of beauty multi-brand stores in the country,” explained Isabella Wanderley, Vice President of New Channels of the Boticário Group

The group registered a growth of 11% in 2018, with a revenue of BRL 13.7 billion, and have plans to repeat their performance in 2019. To that end and still in March, they informed that they would invest almost BRL 1 million daily throughout the year, or a total of BRL 300 million, a higher value that the BRL 250 million invested in 2018. Every year, the company has as its internal objective to apply 2.5% of its revenue to innovation and research.

Beyond Brazil, the Boticário Group is present in another 15 countries, among them the United States, Colombia, Costa Rica, Portugal, and Japan. Its two factories are based in Brazil – São José dos Pinhais (Paraná) e Camaçari (Bahía). The company leads the beauty and personal care market in Brazil, alongside Natura, according to data from 2018 by Euromonitor.