The German, family-owned Dr. Wolff Group, a specialist in hygiene, skin care, hair care, and oral care, has now entered the Brazilian market. Backed by 120 years of history and operations in roughly 70 countries, the company has high expectations for its expansion there.
“Even though we are over a century old, we only began our international expansion about 25 years ago. As a German company, our strategic priority was to consolidate our presence in Europe and then expand into the Far East,” explains Tomas Schulz, Vice President of Sales for South America.
Nevertheless, Brazil had been on the group’s radar for some time, but tax and regulatory hurdles delayed its entry into the country. “Launching a product in Brazil involves a level of complexity rarely seen in other markets. Now that we are officially present, the time has come to expand our footprint in the country.”
First ever investment in Latin America
Brazil marks the group’s first fully owned subsidiary in Latin America. “It is the region’s most compelling market and will act as a launchpad for our broader expansion. While we are already present in some Latin American countries, our operations there have so far been limited to distributor partnerships,” the executive says.
For its debut in the Brazilian market, Dr. Wolff has chosen to prioritize two of its brands: Alpecin, specializing in men’s hair care and hair loss solutions; and Bioniq, a brand focused on oral hygiene and known for its products containing 20% biomimetic hydroxyapatite (HAP), the mineral that makes up 97% of natural tooth enamel.
“Alpecin typically serves as our spearhead in new markets, led by its flagship caffeine-based shampoo, the first of its kind globally. In Brazil, where oral hygiene is a priority for consumers, we also decided to launch Bioniq, a brand we believe has significant potential. Our goal is to leverage the size of this segment with a distinctive alternative to current offerings,” adds Tomas Schulz.
The group’s portfolio includes seven proprietary brands, among them Plantur 39, which offers hair care products tailored to women over 40; Alcina, spanning skin care, hair care, and makeup; and Vagisan, focused on feminine health. “Our goal is to introduce all of these brands to the Brazilian market,” says Harumi Iamamoto, Country Manager of Dr. Wolff in Brazil.
A comprehensive three-year launch plan
“New products will be launched before the end of 2026. The next brand to arrive on the Brazilian market will likely be Plantur, a feminine version of Alpecin, which has strong potential. Our goal is to roll out our entire product portfolio in Brazil within approximately three years,” reveals Ms. Iamamoto.
For its expansion into Brazil, the German group has signed an exclusive agreement with the Raia and Drogasil pharmacy chains, subsidiaries of RD Saúde, the country’s leading pharmaceutical distribution group, which boasts over 3,400 physical points of sale and is also a major online retailer. "This is a business model we’ve already implemented in other countries. We chose the market leader to benefit from nationwide distribution and gain consumer trust. RD Saúde is a perfect fit for our brands, and this partnership could be long-term," emphasizes Tomas Schulz.
According to him, Dr. Wolff has very high ambitions for its new venture in Brazil. "While Germany will remain our primary market, Brazil should one day become our second largest in the world. I am convinced we have the potential."
