The Rio de Janeiro-based group announced on Wednesday, December 11, that it has completed the acquisition of beauty brand Care Natural Beauty.
Founded in 2018 by Patrícia Camargo and Luciana Navarro, Care Natural Beauty is known for its makeup and skincare lines formulated with organic, natural and biotechnological active ingredients.
With the acquisition of the Brazilian startup, Granado is expanding its presence in the clean beauty segment, a market that, according to Statista, is expected to be worth USD 15.3 billion worldwide in 2028. This operation allows Granado to diversify its brand portfolio and reach a younger and more conscious audience, while strengthening its position in the skincare market.
Ambitious growth projects
The integration into the Granado group will allow Care Natural Beauty to develop its presence in Brazil and around the world. The brand will also benefit from Granado’s expertise in large-scale production.
Granado and Care have announced ambitious plans for the coming years, including the expansion of the brand through the opening of 28 directly owned stores and 35 kiosks by 2028. Global growth, which is also a priority, will be able to draw on Granado’s experience on international markets. The group currently has 10 stores outside Brazil.
“This union with Care Natural Beauty will open more doors for us in the beauty market with a focus on environmental preservation in response to the society’s increasingly demanding requirements,” said Sissi Freeman, Marketing and Sales Director of Granado.
Granado expects 2024 sales to increase by 24% compared to the previous year. The group has 100 boutiques throughout Brazil and concept stores in Paris, London, Portugal, New York, as well as points of sale in Belgium, Spain and Miami.
In 2004, the group acquired the perfume brand Phebo, founded in 1930 in Belém do Pará. Under Granado’s leadership, Phebo expanded its offering and opened its own boutiques in Brazil. In 2016, the Spanish company Puig acquired 35% of Granado.
