A change of paper by Artur Grynbaum within the Boticário Group coincided with one of the phases of expansion most intense in the company’s history. Grynbaum left the CEO position to become VP of the group’s Board due to a strategic decision and a long-term vision for the business.
In recent years, the group has accelerated acquisitions, expanded its portfolio and consolidated what the executive calls a true “beauty ecosystem”. A model that combines multiple brands, channels and audiences under the same strategic structure.
“I call it our playground. We have several channels, several brands, where we can create meetings, test ideas and occupy new spaces. All of this is aimed at delivering an increasingly better offer for the Brazilian and now international market”, reveals the VP.
Today the group brings together nine proprietary brands, in addition to licensing and international operations, forming a network designed to serve different consumer profiles without losing identity. A process that began in 2010.
“At that time, we were already serving a lot of people with the Boticário brand, but there were some people who were looking for different, more specific products. The consumer market is like that, right? So, we set out to create the group to bring new brand offers to consumers”, explains Grynbaum.
For Artur, the ecosystem concept allows innovation and scale to coexist without overly standardizing brands. Each maintains its own personality, while sharing infrastructure, technology and commercial intelligence. According to him, the current challenge is not to launch brands, but to ensure that they remain relevant over time.
“My role today is precisely to ensure that there is no imbalance. That we achieve such fine-tuned management of each of the brands and, at the same time, use all the power that the group has to launch them onto the market”, he explains.
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Artur’s new phase also expanded its presence with franchisees, consumers and areas of innovation. And the executive also rejects the idea of impulse growth. “I think we are well placed in this mission of being the best reference in global franchising. Acquisition is not about unplugging a company and connecting to another. It’s not like that, there’s the culture there, there’s our culture, there’s the way we work and there are all the nuances of that”, says Artur.
The executive of Grupo Boticário participated, once again, in the program From Zero to Top. To find out more details about Arthur Grynbaum’s trajectory, what his transition from CEO to the board was like, as well as details about the company’s global growth, see the full episode on .
About From Zero to Top
The Do Zero ao Topo podcast is produced by InfoMoney and brings, each 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.
