Grupo Boticario’s Acquisition of Belezanaweb


BMA and Veirano advised on the deal

Grupo Boticario operates as a cosmetic company. The Company provides beauty solutions with distinct color, aromas, and textures. Grupo Boticario also offers product testing and research services. Grupo Boticario serves customers in Brazil.

With the acquisition of the multibrand ecommerce site Beleza na Web from Kaszkek Ventures,Tiger Global Management, LLC and Ruane, Cunniff & Goldfarb, Alexandre Serodio and Luana Serodio, Grupo Boticário intends to strengthen its online presence and to increase sales in e-commerce.

The online store was created in 2008 by businessman Alexandre Serodio and was famous for combining the sale of cosmetics with production of content featuring famous beauty professionals.

Beleza na Web offers more than 17,000 items in its store and is one of the leading pure players of the online beauty retail in Brazil. In 2018, its gross revenue hit around $70.43 million.

BMA advised Grupo Boticario with a team including Plinio Barbosa, Adriano Guatimosim Carneiro and Isabelle Cadier Baroni.

Veirano advised the sellers with a team including Sergio Bronstein (Picture), Vanessa Bertonha and Bruno Habib Barbosa.

Involved fees earner: Plínio Simões Barbosa – Barbosa, Müssnich & Aragào; Isabelle Cadier D’aquino E Baroni Santos – Barbosa, Müssnich & Aragào; Adriano Guatimosim Carneiro – Barbosa, Müssnich & Aragào; Vanessa Bertonha Felicio – Veirano Advogados; Sergio Bronstein – Veirano Advogados; Bruno Habib Negreiros Barbosa – Veirano Advogados;

Law Firms: Barbosa, Müssnich & Aragào; Veirano Advogados;

Clients: Beleza na Web; Grupo Boticário;