Boticário buys e-commerce platform Beleza na Web

The move forms part of plans to increase its presence in the online Brazil beauty market as both demand and competition continues to grow exponentially.

The move comes amidst signs of consolidation in the Brazil market, highlighted by the fact that Natura recently agreed to buy Avon Products, a move that turns the Brazilian beauty player into a significant global player and increases its Brazil footprint.

Growing its online presence​

Beleza na Web was formed in 2008 and has been built into one of the leading online retail for beauty in Brazil. It holds over 17,000 national and international brands and in 2018 it hit sales in excess of $70 million.

Next to Natura, Grupo Boticário is the second biggest cosmetics company in Brazil and has a retail footprint of over 4,000 stores that includes other Latin American markets such as Mexico, Bolivia and Brazil, together with international markets such as Japan, France and USA.

While it has almost 500 cosmetic and personal care product lines, it’s retail presence includes the Beauty Box stores and associated online channels.

Dedicated and established multichannel platform​

The addition of the Beleza na Web creates a dedicated and established independent online platform from which the company will be able to feature its own brands, alongside other brands.

“With Beleza na Web we seek to strengthen our position in the multibrand market and our multichannel approach, integrating one of the main multibrand platforms in Brazil into the group,”​ Grupo Boticário’s vice-president of New Channels, Isabella Wanderley, said.

Further details of the transaction, including the amount that the business has been sold for and the estimated completion time, were not disclosed.