L Catterton has combined two businesses in Brazil to build the country’s largest beauty retail platform.
The private equity arm of LVMH has brought together the “highly complementary category leaders” Bel Cosméticos and Mundo do Cabeleireiro.
Both companies have built “strong regional brands and customer loyalty by offering curated assortments of beauty products at compelling value”, the company said in a statement.
The pair have “limited geographic overlap and complementary regional strength” which will help the combined entity establish “a scaled platform with an expanded national footprint” that is “well positioned to serve consumers and brand partners throughout Brazil”.
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With the increased scale, the retailer will expand its hair care, skin care, cosmetics and fragrance offerings across a range of price points.
Investment will go into growing omnichannel capabilities, digital infrastructure, and loyalty initiatives to create integrated shopping experience across physical and online channels.
The new company will also provide suppliers with a more consistent and robust route to market, L Catterton said, supporting stronger collaboration, enhanced product launches, and broader distribution.
Mundo do Cabeleireiro Co-founder Celso Moraes will serve as CEO of the combined company.
Co-founder Marina Moraes will join the board of directors and remain actively involved in the business, as will Bel Cosméticos founder Ivo Barbos.
“We are excited to bring Bel and Mundo together to build the first truly national 'beauty destination' in Brazil," said Ramiro Lauzan, Managing Partner at L Catterton's Latin American Fund.
“Ivo, Celso, and Marina have built exceptional businesses in their respective regions.
“By combining their strengths and leveraging our global beauty expertise, we believe the merged company is well positioned to become the partner of choice for both consumers and suppliers across the country.”