With the purchase of the multibrand ecommerce site Beleza na Web, Grupo Boticário wants to strengthen its online presence and to increase sales in e-commerce, in a context of intensified competition in the beauty business.
The online store was created in 2008 by businessman Alexandre Serodio and was famous for combining the sale of cosmetics with production of content featuring famous beauty professionals. Beleza na Web offers more than 17,000 items in its store and is one of the leading pure players of the online beauty retail in Brazil. In 2018, its gross revenue hit around 280 million reais (USD 70.43 million).
“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 in a statement.
Grupo Boticário, which owns The Beauty Box chain of 40 brick-and-mortar stores across Brazil. With the acquisition of Beleza na Web, the Brazilian beauty giant could double online sales.
The amount of the transaction was not disclosed. However, Brazil’s antitrust authority, CADE (Conselho Administrativo de Defesa Econômica) will evaluate the operation.
