Labotrat’s recent history can be divided into two phases. The first was building a national brand in physical retail. The second, which starts now, involves digital.
After leaving a regional operation in Ceará to reach more than 100 thousand points of sale throughout Brazil, the cosmetics manufacturer begins a new stage based on e-commerce, omnichannel and international expansion. The goal is to transform a business that had revenues of R$1 million a few years ago into a billion-dollar company by 2030.
“To give you an idea, in this new moment at Labotrat, a new factory, we went from an annual turnover of R$1 million to over R$200 million”, stated founder Raquel Carvalho during an interview with the podcast From Zero to Top.
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Next to her, André Rios, her husband and the company’s commercial and marketing director, detailed how national expansion paved the way for the next phase of growth.
“In 2023 we reached this milestone of 100 million in sales and then in 2024 we surpassed 200 million. In 2025 we reached between 200 and 300 million in revenue”, stated Rios also during his participation in the InfoMoney podcast.
From Ceará to 100 thousand points of sale
When André Rios began studying the company, in 2019, Labotrat was still a brand concentrated in the Ceará market. What caught his attention was the recognition that consumers already showed for the products.
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“What we saw in 2019 was that we had a brand that was super loved by the local market. People saw a lot of quality in this product and had a fondness for the brand, a spontaneous love”, stated Rios.
The strategy then included professionalizing the commercial operation, investing in rebranding and expanding national distribution.
“We took a product that already had a lot of quality and recognition by the public and then came the whole rebrand strategy, of increasing the commercial team and taking it to Brazil”, he said.
The plan paid off. Today the company claims to be present in more than 100 thousand points of sale and reaches around 80% of Brazilian pharmacies. According to him, physical expansion continues to be one of the company’s pillars.
E-commerce as a growth bet
After consolidating its presence in physical retail, Labotrat decided to accelerate its digital transformation. The company officially launched its own e-commerce in May 2026 and is preparing a broader structure focused on online sales, affiliates, live commerce and marketplaces.
According to the commercial director, the company chose a different path to that adopted by many beauty brands that were born in the digital environment.
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“Today in cosmetics, the company first goes digital to validate, then goes physical. We preferred to do the opposite. We go physical, which is the most difficult and takes the longest”, he stated.
Raquel reinforces that digital will be fundamental to expanding the brand’s reach.
“We have been working on digital for a year with the internalized team and other third parties who make this move to be able to deliver where the physical cannot go”, said the founder.
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In addition to e-commerce, Labotrat is betting on internationalization to sustain the next growth cycle.
The company already operates in Latin American countries and has begun its entry into Europe, with an initial focus on Portugal and Spain. The ambition now is to break a barrier reached by few Brazilian cosmetics companies.
“And now the dream is much higher, it is to really aim for R$1 billion over the next five years”, stated André.
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For Raquel, the objective remains the same since the company’s early years: “What I imagine is that the brand is in the majority of Brazilians’ homes and in their toiletries”, stated the executive.
To find out more details about Labotrat, see the full episode on . The program is available in its podcast version on the main streaming platforms such as , , , and
About From Zero to Top
The Do Zero ao Topo podcast is a production of InfoMoney and brings, every week, the stories of prominent women and men in the Brazilian market to tell their story, sharing the biggest challenges faced along the way and the main strategies used in building the business.
