Comments: In May, Proya Cosmetics and AI Force, a digital technology unit within the Ant Group, held a strategic signing ceremony at Ant Group Headquarters, A Space. It marked AI Force’s first strategic partnership with a domestic Chinese beauty brand. Looking ahead, AI Force will support Proya Cosmetics across multiple dimensions, including AI-powered cloud customer service, intelligent inspection systems and full-chain user experience optimization. In addition, AI technologies will be leveraged to enhance Proya Cosmetics’ digital operations and drive improvements in energy efficiency, emission reduction and environmental sustainability.

That same month, Proya increased its public welfare efforts. To mark the debut of its “Love in the Frontier to Lighten up the Port” program, the company held a ceremony at Funing No.4 Primary School in Wenshan Prefecture, Yunnan Province. This marks the third border school supported through the initiative by the Proya Cosmetics Foundation. Other following previous contributions to Jigeng Township Primary School in Wuqia County and Dure Town Middle School in Fuyun County, Xinjiang.

Proya Cosmetics is responding to the national call set forth in the 14th Five-Year Plan to build 100 frontier schools in border counties (regimental farms). Since 2021, the company has donated hundreds of thousands of dollars to the Shanghai Adream Charitable Foundation, supporting comprehensive upgrades to border schools. Efforts include the creation of “Dream Classrooms,” teacher training programs and student study tours, systematically driving improvements in both infrastructure and teaching quality, and promoting equitable development in compulsory education.

Key Personnel: Miguel Krigsner, founder;  Fernando Modé, CEO, Boticario Group; Alessandra Matos Sekeff, VP B2B; Sergio Sampaio, VP operations; Ranata Gomide; VP consumer; Daniel  Knopfholz, VP, technology and people; Fabiana de Freitas, VP legal, compliance, ESG and institutional affairs; Marcela Azevedo, VP strategy and finances; Eduardo Javarotto, VP retail Brazil and international development; José Luiz Ronchetti, VP B2C

Major Products: Beauty, fragrances and toiletries sold by O Boticário, Eudora, Quem Disse, Berenice, BeautyBox, Vult  O.u.i, Tô Que Tô, Dr. Jones, Truss

New Products: Au.migos pet care, Extinto perfume, Pampers baby care

Comments:  One of the largest beauty groups in the world, Grupo Boticário is present in 50 countries and has revenues of around $1.5 billion. Last September, Grupo Boticário launched Pamper baby care in a license accord with Procter & Gamble. The range—which includes skincare, haircare and bath products—was designed to be sold in Brazilian pharmacies and supermarkets. Botacario is responsible for development, production, distribution and sales of the products in the national territory, both in B2B (pharmacies and supermarkets throughout the country) and e-commerce channels.

“Incorporating the new Pampers babycare division into our portfolio of licensed brands meets the consumer trends in the beauty and care market and represents yet another strategic move by Grupo Boticário, which has been treading a consistent path around the pillars of innovation, technology and experience. This partnership also reinforces our strength in the B2B market, which is a very relevant business front for us to continue building the beauty ecosystem strategy,” said Renata Gomide, VP-consumer at Grupo Boticário.

In January, the company created a fragrance—but it was not developed to be sold commercially. Extinto perfume was designed to replicate the original scent of Guanabara Bay, an oceanic bay on the coast of Rio de Janeiro that has been suffering from environmental degradation due to pollution and incorrect disposal of waste. Boticario made just 100 units of the limited-edition product to be sent to influential figures to promote the campaign and bring attention to the environment.  Also this year, Boticário entered a new category: pet care. Its new Au.migo line features shampoo, conditioner and more for dogs and cats.

Sales: $1.3 billion

Comments: Grupo Boticário has more than a half dozen brands in its beauty stable. According to the company’s website: “We are a seven-brand group, which are present in 15 countries, with e-commerce and millions of resellers.”
The newest Grupo Boticário brand is Dr. Jones. Grupo Boticário acquired the Brazilian male grooming brand for an undisclosed sum back in October 2022.

According to Fernando Modé, chief executive officer of Grupo Boticário, the acquisition of Dr. Jones consolidates a series of strategic transactions completed over the past few years focusing on accelerating its digitalization program and expanding its brand portfolio.

“With Dr. Jones, we are strengthening our presence in the male beauty segment, a booming market with strong growth potential,” said Modé in a media statement.

Dr. Jones, founed in 2013 by André Popoutchi and Guilherme Campas, will continue to be sold via the brand’s DTC online store. However, Boticário says it has a medium-term goal to expand the Dr. Jones consumer base via Grupo Boticário’s other sales channels.

Coffee Man Seduction is an amber spicy fragrance for men.

Sales: $1.7 billion

Boticário Group was named company of the year by Abihpec, the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry.
According to press reports, Amazon is looking to Boticário (and its chief competitor Natura) to sell products through its Brazilian retail website. The country is an area that the online goliath wants to tap for revenue beyond books.

In March, Boticário Group acquired Vult Cosmética, a Brazilian color cosmetics brand. In June O Boticário entered into licensing according with Millennial Capital, a retail investment and management firm, to build its business in the Middle East, with a branded store set to open sometime this fall in Dubai.

Even more recently, Gisele Bündchen was appointed ambassador for O Boticário Beauty. The supermodel will appear in campaigns starting next month, according to sources.

Last year, Group Boticário launched its fifth business division, Multi B. This unit will distribute brands such as Revlon, Australian Gold, Nuxe, Sinful Colors and Bio-Oil in the Brazilian market.

Sales: $1.39 billion

Boticario Group is the biggest fragrance retailer in Brazil, a country that loves fragrance! The Group opened more than 70 stores last year, closing 2016 with more than 4000 points of sale in 1,750 Brazilian cities.

Environmental issues are a driving force and the Group achieved LEED certification during the past year, as well as LIFE Certification which recognizes its efforts to preserve ecological diversity, natural resources and ecosystems. Along those lines, Boticario’s new Cuide-se Bem collection is packaged in environmentally-friendly material. It won a Sustainable Beauty Award from Organic Monitor (now know as Ecovia Intelligence).

In a technical advance, the Group is utilizing an artificial testing technique, originally developed for the pharmaceutical industry, to test for allergens. The chip technology, which eliminates the need for patch tests, identifies irritants in cosmetics.

During the past year, Boticario spent $500,000 to offer free aesthetician courses at a new campus of the Federal Institute of Education, Science and Technology in Bahia state.

Finally, in a study with far-reaching consequences, the Group teamed up with ONU Women and Papo de Homem to look at gender equality. Their work culminated in the documentary, “Precisamos falar com os homens? Uma jornada pela igualdade de gênero” (Do We Need to Talk to Men? A journey for gender equality), and had viewings in São Paulo, Rio de Janeiro and Bahia.