If you have ever searched for “Brazilian cosmetics manufacturers that look like Natura and Boticário”, you are really asking who owns what. Most familiar names on a Brazilian beauty shelf trace back to one of two holding companies, Natura &Co or Grupo Boticário, plus a small set of independents. Once you see the structure, the brand fights make more sense: Natura’s Eudora versus Boticário’s Quem Disse Berenice is the same chess game played twice. This 2026 guide maps the parents, the brands underneath, and which compete head-to-head, with the Aptoide and Google Play links where each has an app.
For brand-by-brand alternatives, see our Natura alternatives, O Boticário alternatives and Avon alternatives. For the wider field, see Brazilian beauty brands beyond Natura and Boticário.
What to look at when comparing parent companies
Brazilian beauty consolidation makes more sense if you check the same five points across each holding. Use this as a checklist while you read the parent sections below.
- Channel mix. Door-to-door consultants, owned retail stores, marketplace presence, or e-commerce only.
- Brand portfolio breadth. Mass market, premium, men’s grooming, fragrance, decorative cosmetics.
- Geography. Brazil-only versus pan-LATAM versus global.
- Ownership status. Public (B3 listed) or private.
- Digital footprint. Whether each owned brand has its own app, or shares the parent’s.
Quick comparison
| Parent | Founded | Listed | Anchor brand | Owned brands | Channel | Geography |
|---|---|---|---|---|---|---|
| Natura &Co | 1969 | B3: NTCO3 | Natura | Natura, Avon | Consultants + retail + e-commerce | Global (Avon brings the international footprint) |
| Grupo Boticário | 1977 | Private | O Boticário | O Boticário, Eudora, Quem Disse Berenice, The Beauty Box, Vult, Multi B Beauty (banner) | Franchise retail + e-commerce + assisted sales | Brazil-first, Portugal and select LATAM |
The simplest way to read the row is: Natura &Co plays globally with two giant brands. Grupo Boticário owns more brands but keeps most of them inside Brazil.
Natura &Co — the global anchor
Natura is the founding brand and the holding’s identity. Founded in 1969 by Antônio Luiz Seabra in São Paulo, it grew through a door-to-door consultant network that today reaches every Brazilian state plus Argentina, Chile, Colombia, Mexico and Peru. The “Sempre Presente” app pairs consultants with end customers and handles the bulk of the digital ordering for Natura.
Avon joined the family in 2020 when Natura &Co completed the all-share acquisition that created the holding company in its current form. Avon adds the larger international footprint, including significant share in Eastern Europe, Latin America outside Brazil and the Philippines. Avon ON is the rep-and-customer app.
Aesop, the upscale skincare brand, was part of Natura &Co between 2013 and 2023. The group sold Aesop to L’Oréal for 2.525 billion USD in 2023. The Body Shop, owned by Natura &Co from 2017, was sold to Aurelius Group in 2023, ending the holding’s stint with that brand as well. Both of those exits matter because they tell you what Natura &Co looks like in 2026: two brands, both door-to-door first, both with their own apps.
Brands today: Natura, Avon.
Apps: Natura Sempre Presente · Avon ON · Google Play
Grupo Boticário — the multi-brand retail empire
Where Natura &Co bets on two anchor brands, Grupo Boticário runs a portfolio of five plus a multi-brand retail banner. Founded in Curitiba in 1977 by Miguel Krigsner as a pharmacy, the group is still privately held by the founding family and Garibaldi Empreendimentos. It is the second-largest cosmetics company in Brazil by revenue.
The five brands and one banner cover almost every Brazilian beauty subcategory.
- O Boticário. The anchor. Fragrance-led mass-premium, with more than 4,000 franchised stores across Brazil. Apps for customers and franchisees.
- Eudora. Mass-market direct-sales brand competing head-to-head with Natura and Avon on the consultant channel. Apps via Eudora’s catalogue and consultant tools.
- Quem Disse Berenice. Decorative cosmetics (makeup) for Gen Z and millennials, retail-led with a small chain of stores.
- The Beauty Box. Multi-brand prestige beauty retailer, modelled loosely on Sephora. Sells Grupo Boticário brands alongside select international labels.
- Vult. Mass-market makeup in pharmacy and supermarket channels. Acquired in 2018.
- Multi B Beauty (banner). Grupo Boticário’s multi-brand store concept extending beyond The Beauty Box.
Two things stand out. First, internal competition is allowed: Eudora and O Boticário sell into overlapping audiences, with Eudora pricing slightly below. Second, the group does not maintain a single super-app. Each brand has its own catalogue or sales app, which is unusual at this scale.
Brands today: O Boticário, Eudora, Quem Disse Berenice, The Beauty Box, Vult.
Apps: O Boticário · Eudora catalogue · Quem Disse Berenice catalogue
The independents that look like them
Not every familiar name traces back to one of the two giants. Three independents matter for buyers comparing manufacturers.
Granado — Brazil’s heritage pharmacy
Granado is privately held by Sir Christopher Freeman’s family interests (after a 2004 acquisition of the historic Brazilian pharmacy brand founded in 1870). The product line covers soaps, fragrance, body care and the related Phebo perfumery. Apparel and giftable packaging are part of the strategy. Granado is not Natura, but it competes with both Natura and Boticário on the gift and travel-retail segments.
Apps: Granado App · Google Play
Sallve — the direct-to-consumer challenger
Sallve is São Paulo-based and was founded in 2018 by Júlia Petit, Daniel Wjuniski and Maíra Medau as a digital-native skincare brand. It is privately held with venture backing. No consultant network, no franchise stores, e-commerce and selective retail only. Sallve targets younger consumers who want clean-skincare positioning at mid-range prices, a different play from the broad mass-premium of Natura and Boticário.
Mary Kay — the multinational consultant brand
Mary Kay is American (founded 1963, headquartered in Addison, Texas) and Brazil is one of its larger international markets. Privately held by the Mary Kay Ash Charitable Foundation and family. The brand competes directly with Natura and Avon’s consultant channel rather than with O Boticário’s retail. Locally, the catalogue app for consultants is the main digital touchpoint.
App: Mary Kay Digital Showcase · Google Play
Which brands compete head-to-head
Once you separate the holding companies, the head-to-head matchups become readable.
- Natura vs Eudora. Both pursue the consultant channel and mass-premium pricing. Eudora prices a step below Natura on most categories.
- O Boticário vs Sallve. Sallve’s digital-native skincare goes after the same young, urban audience O Boticário targets through its skincare lines, with sharper clean-skincare claims.
- Avon vs Mary Kay. International consultant networks playing in the same Brazilian door-to-door segment.
- The Beauty Box vs Sephora Brasil. Multi-brand prestige retail. Sephora has the international labels, The Beauty Box leans on Grupo Boticário brands.
- Quem Disse Berenice vs Vult. Both decorative cosmetics, but Grupo Boticário owns both, so the competition is intentional segmentation rather than rivalry: QDB plays mall retail, Vult plays drug-channel.
- Granado vs O Boticário. Heritage Brazilian apothecary versus mass-premium fragrance. Granado wins on gifting and packaging, O Boticário on fragrance breadth.
For the closest head-to-heads we have detailed comparisons: Natura vs O Boticário, Granado vs Natura, Granado vs O Boticário.
How to pick which app to install
- You buy mostly from a consultant: Install your consultant’s primary brand first. Natura Sempre Presente, Avon ON or Mary Kay Digital Showcase.
- You shop O Boticário in store: Install the O Boticário app for points, promos and click-and-collect.
- You shop makeup specifically: Quem Disse Berenice for store-led ranges, Vult for drug-channel pricing, the Eudora catalogue if you have an Eudora consultant.
- You want multi-brand prestige: The Beauty Box for Grupo Boticário labels, Sephora Brasil for international labels.
- You want clean-skincare positioning: Sallve, direct from their site.
- You want heritage Brazilian gifting: Granado.
FAQ
What is the largest cosmetic company in Brazil?
Natura &Co is the largest by revenue when Natura and Avon are combined, with Grupo Boticário as the second largest. Both lead L’Oréal Brasil and Unilever Brazil on cosmetics-specific revenue, though L’Oréal leads in some sub-categories like premium skincare.
Is Natura the same company as Avon?
Yes, since 2020. Natura &Co Holding owns both Natura and Avon. They keep separate brand identities, separate consultant networks, and separate apps, but they share the same parent.
Who owns O Boticário?
Grupo Boticário, privately held by the founding Krigsner family and Garibaldi Empreendimentos. O Boticário is the anchor brand of a portfolio that also includes Eudora, Quem Disse Berenice, The Beauty Box and Vult.
Is The Body Shop still part of Natura &Co?
No. Natura &Co sold The Body Shop to Aurelius Group in 2023. The Body Shop is now part of the Aurelius private-equity portfolio.
What is the Brazilian cosmetics brand similar to Sephora?
The Beauty Box, owned by Grupo Boticário, is the closest local equivalent. It is a multi-brand prestige beauty retailer that sells Grupo Boticário labels alongside select international brands. Sephora itself also operates in Brazil as Sephora Brasil.
Are these apps available outside Brazil?
The catalogue apps target Brazil and ship from Brazilian addresses. Avon ON is multi-market. Mary Kay Digital Showcase is global. For all others, your delivery address has to be Brazilian.
