Amid the slowdown in the beauty market in Brazil, Grupo Boticário has sustained growth and reduced the gap with leader Natura. Supported by the use of technology and data to integrate channels, the company reached R$38.1 billion in consumer sales (GMV) in 2025 and plans to maintain its expansion trajectory.
The group increased its share of the Brazilian beauty and personal care market to 15.5%, while (), controller of the Natura and Avon brands, reached 15.7%, according to data from Euromonitor. The difference between the two giants was 0.2 percentage points, the lowest level ever recorded, according to an analysis by Bradesco BBI.
The competition intensifies in the most relevant categories in the sector. In skin care and fragrances, which account for around 40% of the market, Natura lost between 0.8 and 1.5 percentage points of share, while Grupo Boticário advanced between 0.7 and 1.2 points in the same segments.
Continues after advertising
WATCH:
The consolidation of the Beautybox loyalty program also contributed to performance. The active customer base totaled 26 million last year, after unifying the consumer experience between the brands O Boticário and Quem Disse, Berenice?. Launches also remained relevant: 27% of consumer sales in 2025 came from products launched less than a year ago.
The advancement of the company from Paraná occurs in contrast to the current situation of its main competitor. Natura recorded net revenue of R$22.2 billion in 2025, a drop of 5%, amid the completion of the group’s simplification process and the integration of Natura and Avon’s operations in Latin America.
In the sector as a whole, growth lost pace. The Brazilian beauty market had a turnover of R$187 billion in 2025, an increase of 6.8% in the year, below the 10% expansion recorded in 2024. E-commerce, in turn, remains the channel with the highest growth, increasing 19% in the period and already represents around 12.7% of the market.
For the group’s president, Fernando Modé, the slowdown in family consumption, which went from a high of 5.1% in 2024 to 1.3% last year, helps explain the slowdown in the sector. “We are a very resilient sector, which grows more than others, but we are not immune to the macroeconomic environment”, he said in an interview with BroadcastGrupo Estado’s real-time news system.
Technology
Continues after advertising
For the CEO, technology is the foundation of the business. “Without this evolution in technology, we wouldn’t be able to do even half of what we do today,” he stated. Over the past few years, the company has internalized systems development and integrated data and channels, creating a single base that connects e-commerce, physical stores and direct sales.
In practice, this integration allows Grupo Boticário to monitor consumer behavior between different channels and transform this information into recommendations at the time of purchase. A search carried out on the app or website, for example, can guide the consultant’s work in the physical store, which now has access to the customer’s history and preferences in real time, making the interaction less fragmented and more aligned with what the consumer has already shown interest in.
One of the main developments of this technological infrastructure is the Beautybox loyalty program. Launched in 2024 and with an investment of R$35 million, the program brings together benefits such as discounts and free shipping, as well as gamification elements to engage consumers.
Continues after advertising
Efficiency
The group projects growth in 2026 in the same order as 2025 and claims to have intensified the search for operational efficiency. “We are far from the point of arrival. But we will always evolve, doing more of the same”, said Modé.
The strategy includes optimizing the technology workforce, which went from 3,500 to 2,800 professionals, in addition to using the consumer base to guide launches and data analysis, such as geolocation algorithms, to define store openings. It also involves the integration of ecosystems, with the Quem Disse, Berenice? brand, for example, starting to be sold in 1,300 O Boticário units in 2025.
Continues after advertising
The company intends to maintain the pace of opening around 100 stores per year. In 2025, the O Boticário brand opened 113 units, reaching around 4 thousand points in 16 countries. The expansion is data-driven, based on consumer behavior and the potential of regions.
