L Catterton has announced the combination of two major beauty retail chains in Brazil – Bel Cosméticos and Mundo do Cabeleireiro – creating what the private equity firm describes as the country’s “largest multi-brand specialty beauty retail platform.” Founded over three decades ago, both companies have built strong regional brands and customer loyalty.
The combined company will feature more than 130 stores across key Brazilian states, with “limited geographic overlap,” leveraging its increased scale to expand its assortment in haircare, skincare, cosmetics and fragrances across the price spectrum. The new platform also plans to invest in omnichannel capabilities, digital infrastructure, and loyalty initiatives and is eyeing expansion opportunities through new store openings and selective acquisitions over time.
Celso Moraes, Co-founder of Mundo do Cabeleireiro, will serve as Chief Executive Officer of the combined company. Ivo Barbosa, Founder of Bel Cosméticos, and Marina Moraes, Co-founder of Mundo do Cabeleireiro, will join the Board of Directors and remain actively involved in the business, ensuring continuity of leadership and culture.
"This combination marks an important new chapter for our teams, our customers, and suppliers. Together, we will broaden our reach, strengthen our assortment, and accelerate growth while remaining committed to service and value," said Celso Moraes.
