Grupo Boticário has just acquired 100% of Dr. Jones, a Brazilian startup specializing in men’s grooming products (beard, hair, skin and bath) which has a developed a robust e-commerce business in the country. The amount of the transaction was not disclosed.

This acquisition allows the Brazilian beauty giant to expand its portfolio of men’s grooming products, which already includes O Boticário’s Malbec Club and MEN lines, and the Eudora’s Siàge Men line. The operation also enables the group to accelerate the digitization of its sales channels.

According to Euromonitor, Brazil accounts for 13% of the global men’s cosmetics market.

Founded in 2013 by Guilherme Campas and André Popoutchi, Dr. Jones operates on a D2C model. The brand sells its products online, with a business model inspired from the experience of companies such as Dollar Shave Club, which was acquired by Unilever in 2016. In addition to razors and blades, considered one of the brand’s flagship products, the company also markets a range of hygiene and face and hair care products, including face exfoliating gels, shaving balms and foams, aftershave gels, beard combs, shampoos, matte waxes, and hair pomades, among others.

The acquisition of Dr. Jones consolidates a series of strategic transactions completed over the past few years focusing on accelerating our digitalization program and expanding our brand portfolio. With Dr. Jones, we are strengthening our presence in the male beauty segment, a booming market with strong growth potential,” said Fernando Modé, CEO of Grupo Boticário.

According to the group, Dr. Jones will continue to be sold through the brand’s online store — upon subscription or on demand, with the medium-term goal of expanding its consumer base through increased capillarity with Grupo Boticário’s other sales channels.