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Leader of the sector in Brazil, the company surpassed Natura in perfumery and makeup and built the largest network of beauty sales points on the planet
The biggest beauty powerhouse in Brazil has a name known to everyone. Grupo Boticário closed 2025 with R$ 38.1 billion in consumer sales, consolidating its leadership in the sector in the country and achieving a feat that few imagined: it became the owner of the largest network of beauty stores in the world in terms of sales points.
The company not only grew in sales, but also in territory. The brand O Boticário surpassed the mark of 4,000 stores spread across 16 countries besides Brazil, and also surpassed Natura in the most competitive market categories, such as perfumery, makeup, and skincare.
Grupo Boticário and the R$ 38.1 billion in sales of 2025
The number that opens the balance sheet is impressive. According to Grupo Boticário, the company achieved R$ 38.1 billion in consumer sales in 2025, an increase of 6.7% over the R$ 35.7 billion recorded in 2024.
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Growing over a base that already exceeded R$ 35 billion is difficult because large numbers make each percentage point heavier. Even so, the company advanced and gained market share. When an already dominant giant continues to grow, it is not just selling more, it is swallowing the space of competitors, and that’s what the group did in the beauty market.
The largest network of beauty stores in the world
The most symbolic record is on the streets. According to the company, the brand O Boticário surpassed 4,000 stores in 16 countries besides Brazil, which earned it the recognition of the largest beauty network in the world in terms of sales points.
Being the largest network on the planet in terms of the number of stores is a huge competitive advantage because it places the product close to the consumer everywhere. The brand’s reach extends to 99% of Brazilian municipalities. Being present in almost every city in the country is what transforms a well-known brand into a consumption habit, and this omnipresence is the foundation of the group’s leadership.
How Natura Fared in Key Categories
The competition with the historical rival was the most talked-about news. According to Times Brasil, based on research by NielsenIQ, O Boticário took the lead in the categories of perfumery, makeup, and skincare, surpassing the rival in these segments.
The competition is tight: in the overall beauty market, O Boticário appears with a 15.5% share, compared to 15.7% for Natura and Avon combined, a minimal difference. But in the more prestigious categories, the group became the leader. Winning the higher-value categories, such as perfume and makeup, is more valuable than leading in gross volume, and it is precisely in these areas that the group has taken the lead.
113 New Stores in a Single Year
Physical expansion did not relent. According to the company, in 2025 alone, the O Boticário brand opened 113 new stores, in a growth pace that reinforces its presence throughout the country and abroad.
This advance occurs at a time when many brands are migrating online and closing physical locations. The group’s bet is the opposite, being close to the customer also in the store. Opening more than a hundred stores in a year when retail is shrinking is a bold bet on physical presence, and the numbers show that, for beauty, feeling and trying the product still matters.
The Strength of the Franchise Model
A large part of this empire is sustained by franchises. The model allows local entrepreneurs to open and run the stores, spreading the brand across the country without the company having to solely finance each location. This is what enables a network of thousands of units.
This format creates a legion of business owners spread throughout Brazil, all selling the same brand. Turning thousands of small entrepreneurs into partners in expansion is the secret to how a network reaches this size, sharing risk and investment with those on the front line.
The Leap of B2B and Beauty Salons
The company does not only sell in its own stores. According to the company, operations supplying other points totaled 200,000 non-proprietary points of sale, with the pharmacy and drugstore front reaching 160,000 points, an increase of 23%, and the beauty salons reaching 40,000, a growth of 33% over the previous year.
These channels extend the reach far beyond the store with the brand on the facade. Selling to salons and perfumeries places the products in places where the consumer already goes. Growing more than 30% in salons in a year shows that the brand is also advancing where beauty is a profession, opening a revenue front that does not depend on owning a store.
Innovation: 27% of Sales Came from New Products
The freshness of the portfolio is another asset. According to the company, 27% of all sales in 2025 came from products launched less than a year ago, with emphasis on new lines that quickly became a public success.
This data reveals a company that does not live only on classics but reinvents itself all the time. In a sector driven by trend and desire, launching and succeeding is vital. When more than a quarter of sales come from new products, the brand proves it still surprises the consumer, and not just repeats old formulas that have already worked.
26 Million Customers in the Loyalty Program
The relationship with the customer closes the deal. The company reports that its loyalty program, the Beauty Box, already has 26 million active customers, a huge base of consumers who buy frequently and receive personalized offers.
Knowing the customer deeply is what allows selling more to those who already buy, the cheapest way to grow. Having 26 million loyal people is like having an army of recurring buyers, and it is this relationship machine that sustains the revenue records year after year.
A Giant That Still Wants to Grow
The portrait of 2025 is of a company that has dominated the beauty market in Brazil and now aims to maintain the pace, expand B2B, and grow even more abroad. Leadership in premium categories and the largest network in the world are the foundation for the next phase.
The question remains whether Grupo Boticário will be able to transform its leadership in Brazil into global prominence, bringing Brazilian beauty to even more countries. Did you know that the largest network of beauty retail outlets in the world is Brazilian?
