SAO PAULO (Reuters)-The Boticário Group reported on Thursday that the company’s total sales (GMV) totaled R $ 35.7 billion last year, a 19% growth over the previous year, the company’s performance attributed to the evolution of the multi-brand and multichannel ecosystem strategy and customer focus.
“We perform strategic movements with the entry into new channels and evolution of those who are reference, with the consolidation of our brands and important evolutions in organizational redesign,” said group’s executive president Fernando Modé, in a statement.
“These milestones paved the way here and drive the future of the company,” he added.
In 2024, the company’s active and identified customer base reached 25.7 million, up 7% compared to 2023. The company owns brands such as Oboticário, Eudora, who said, Berenice?, Beauty on the web and vult.
Stores and direct sale continued to grow last year, with more than 4,000 click points and withdraw and over a thousand reseller spaces. The beauty e-commerce platform on the web has expanded the operation with the arrival of the physical channel, added to the opening of six stores in São Paulo, Minas Gerais, Rio de Janeiro and Paraná.
According to the group, Operation B2B, which brings together distribution in pharmacies, perfumeries, department stores and food networks, reached 130,000 points of sales in 2024.
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The numbers of the Boticário group were released a few days after rival Natura & CO () announced the sequence of the dissemination of results that frustrated the expectations of investors,
Last year, Natura & Co found gross revenue of $ 32 billion, up 20.9% compared to 2023. Analysts, however, showed concerns about the rhythm of the company’s turning process and its reflexes on the cosmetics manufacturer results, especially the costs of this transformation.
