Simple, a clean beauty brand acquired entirely by Hypera () in October, is implementing an ambitious growth strategy focused on three main pillars: expansion in pharmaceutical retail, strengthening its own stores and intensifying its presence in marketplaces. All this, says Carla Dias, CMO of Hypera and responsible for the Simple brand, among others, seeking more simplicity.
The brand’s new positioning is also reflected in the name – which includes the word ‘Organic’. “We wanted to make the brand simpler for the public that already knows it and will get to know it now, with the entry into pharmacies and marketplaces”, says Carla Dias, in an interview with InfoMoney.
With the goal of reaching 10,000 pharmacy points, the company is betting on a simplified portfolio of products, with cleansing gels, treatment serums and best-sellers, with prices up to R$70. “We made a thorough selection of what made the most sense, thinking about this consumer who is just starting out in the skincare market,” says the executive. The line, however, should be expanded in the third quarter, with new categories and line extensions.
Continues after advertising
The strategy is based on data. The skincare market is growing within pharmacies and already represents 14% of the market, with a compound annual growth rate (CAGR) of 21.4%, according to data presented by the company. Growth is even more significant in the intermediate segment, which combines the characteristics of prestige (with a larger ticket) and massive (with a smaller ticket) and has tripled in size in the last three years. “We are in the ‘masstige’. the combination of what masstige brings in terms of a simpler language, accessibility and availability, with the intermediate ticket, but also with ingredients and active ingredients closer to the dermatological universe”, defines Carla.
Other growth avenues
According to ABIHPEC (Brazilian Association of the Toiletries, Perfumery and Cosmetics Industry), there were more than R$200 billion in cosmetics sales last year. And, specifically in skincare, the market is R$25 billion. Of these R$11 billion were spent on pharmacies. In second place, with R$7 billion, are marketplaces.
Therefore, the digital universe, where the brand was born, also receives increased attention. “Marketplace is a market in which we were shy in the past”, he states. Now, this already represents the second most relevant segment in sales for Simple, with consistent growth month after month. The goal is to “pierce the bubble of our community and really expand this spectrum”, says Carla.
On another front, Simple invests in its own stores to offer an immersive and standardized experience. With the acquisition of the then franchise, in Porto Alegre, and the opening of a new unit in Curitiba, the brand wants to create an “experience space to offer the portfolio and work on identity”.
With all these initiatives, expectations for the brand are optimistic. Although the company does not release specific numbers, double-digit growth is expected for 2026. “I can say it is significant growth,” says Carla.
