The Administrative Council for Economic Defense (Cade), an federal autarchy linked to the Ministry of Justice has approved, without restrictions, the acquisition of 100% of the Vult brand by the Boticario Group, according to the order published in the Official Gazette (DOU). The business will be formalized through Cálamo, a company of Grupo Boticário, which operates in the manufacture, distribution and sale of beauty products.
Vult works in the beauty products trade with independent distributors. Its products are sold in multibrand stores and multiproducts all over the country, such as pharmacies, supermarkets and kiosks in shopping malls in Brasília, Rio de Janeiro and São Paulo.
With the acquisition, the Boticário Group seeks to get closer to the consumers of the C and D classes. The Vult brand was founded in Mogi das Cruzes (SP) 13 years ago and during the economic crisis grew by 40% and 50% annually thanks to to its proposal of low prices. Its flagship is a makeup line aimed at the C and D classes. Vult has products sold for less than $ 10.
O Boticario did not reveal the value of the acquisition by announcing the deal early last month. However, the newspaper O Estado de S. Paulo found that Vult’s annual revenue is around R $ 300 million.
In addition to O Boticario´s brand, the group markets the Eudora brands, quem disse, berenice? and The Beauty Box and controls the distributor Multi B, of third-party brands. Today the group has almost 4,000 points of sale in more than 1,750 cities throughout Brazil and operates through its online platform.