Barcelona headquartered Puig group has increased its investment to acquire a majority stake in Loto del Sur, Colombia’s leading natural cosmetics brand. Puig had previously acquired a minority stake in March 2019.

Founded in 1999, Loto del Sur offers a complete range of natural products made from Latin American flora. The founder, Johana Sanint, will continue leading the brand.

Loto del Sur products, which are made from a careful selection of natural ingredients from native flora, pay tribute to the vast Latin American biodiversity.

According to the Spanish group, no changes are expected in the company’s business model, based on its own retail network, including 21 stores in Colombia.

Expansion to Europe and North America

Puig said it intends to maintain its commitment to boost the brand’s leadership in Latin America and bolster its international growth.

In that sense, Loto del Sur will enter Spanish market with the opening of a first store in Madrid and in North America with a door in Miami. Furthermore, it will continue expanding its presence in Latin America starting with countries such as Mexico and Chile.

Besides the other brands of the Puig’s ‘ecosystem of founders’ - such as Paco Rabanne, Carolina Herrera, Jean Paul Gaultier, Dries Van Noten, Penhaligon’s, Charlotte Tilbury and Byredo - Loto del Sur is expected to contribute to achieve the group’s recently announced goals of doubling its 2020 turnover by 2023 and tripling it by 2025.