L Catterton consolidates its businesses to form largest speciality beauty retailer
The new entity aims to expand its product range across price points while investing in omnichannel features, digital tools, and loyalty programs for a seamless shopping experience.
BRAZIL – L Catterton has merged Bel Cosméticos and Mundo do Cabeleireiro to form Brazil’s largest multi-brand speciality beauty retail network, operating over 130 stores across major states.
This combination unites two established category leaders with complementary regional strengths and minimal geographic overlap, creating a scaled national platform for beauty products.
Both companies, founded over 30 years ago, have cultivated loyal customer bases through curated assortments of haircare, skincare, cosmetics, and fragrances at accessible prices.
This strategic combination unites two established category leaders with complementary strengths and minimal geographic overlap, creating a scaled national platform for beauty products.
As part of the agreement, Celso Moraes, Co-founder of Mundo, will serve as Chief Executive Officer of the combined company.
Ivo Barbosa, Founder of Bel, and Marina Moraes, Co-founder of Mundo, will join the Board of Directors and remain actively involved in the business, ensuring continuity of leadership and culture.
Both companies, founded over 30 years ago, have cultivated loyal customer bases through curated selections of haircare, skincare, makeup, and fragrances at accessible prices.
Bel Cosméticos, based in Salvador (Bahia), runs over 70 stores in malls and street locations across 16 states, emphasizing value-driven multi-brand offerings.
Mundo do Cabeleireiro, headquartered in Recife (Pernambuco), operates 65 stores in four states, including Pernambuco and São Paulo, featuring 400+ brands and 15,000 SKUs with a focus on specialised, customer-centric retail.
Celso Moraes, leader of Mundo do Cabeleireiro, highlighted the merger’s potential to extend reach, enhance product variety, and boost growth while prioritizing service and value.
Ivo Barbosa, founder of Bel Cosméticos, stated, “Bel has always focused on offering variety, quality, and accessibility to our customers.”
“By joining forces with Mundo, we are creating a stronger and more scalable platform that allows us to continue investing in our people, our stores, and our digital capabilities.”
L Catterton manages USD 40 billion in equity across private equity, credit, and real estate, with a track record of 300+ investments in global consumer brands like KIKO Milano, Oddity, The Honest Company, and Elemis.
Operating from 18 offices with 200+ professionals, L Catterton partners with management to drive value in consumer sectors.
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