Boticario Group recently announced that it has acquired the site Beleza na Web, a platform that sells cosmetics over the internet. Controlled by Miguel Krigsner and Artur Grynbaum, the Group’s strategy is to increase its share of online beauty product sales, which have experienced strong double-digit growth in recent years.

Alexandre Serodio, founder of Beleza na Web, said in a statement that the site has a lot of synergy with Grupo Boticario, Brazil’s largest franchise chain owner of brands such as Eudora, who said Berenice, The Beauty Box and Vul. “Both companies are looking at the new consumer and have in the DNA, the innovation and the constant search for challenges.”

The value of the transaction was not disclosed. It will be submitted for approval by the Administrative Council for Economic Defense (Cade).

The cosmetics category responded for 12.3% of online purchases in the first half of 2019, with 9.4 million items. Revenue was 5.8% of the total, with1.9 billion reais in the period. According to eBit / Nielsen, which evaluates the share of e-commerce in retail, the Perfumery, Cosmetics and Health category grew 51% compared to 2017. It was the fastest growing category, well ahead of the Computer category, which had high 27%.

Web Beauty grew at the beginning of online sales in Brazil, with the production of beauty content with the participation of well-known hairdressers, thus encouraging consumers to trust the products even if they could not touch them.

In the Boticário Group, revenue in 2018 was 13.7 billion reais, according to the company, with growth of 11%. The company sells products online since 2008, but still does not disclose how much of the revenue came from online sales.

This is the third acquisition of Grupo Boticário. The first was the importer Frajo (2013), which became the Multi B, followed by the purchase of quality brand, but popular appeal Vult Cosmetics (2018).

“With Beauty on the Web, we seek to solidify our position in the multi-brand market and multi-channel operations by integrating one of Brazil’s leading multi-brand platforms with the Boticário Group,” said Isabella Wanderley, vice president of New Channels.