With business, the consumer goods industry expands the offer of products with natural ingredients and strengthens itself in the segment
Flora, an industry of the J&F Group that owns brands such as Francis, Neutrox and Minuano, acquired the natural cosmetics brand Vyvedas. With this move, the company expands the offer of products of natural origin to a wider range of consumers through its multichannel strategy, which includes sales via large retail chains or direct sales to the end customer via marketplaces.
Vyvedas was founded in 2004 and produces personal care items with herbal benefits. The portfolio includes items for skin and hair, such as perfumes, shampoos, conditioners, moisturizers, soaps, as well as a line of candles and scented diffusers. The brand offers more than 60 products formulated without the addition of mineral oil and ingredients of animal origin.
According to Sergio Caldas, president of Flora, Vyvedas has a purpose that is very much aligned with the company’s strategies. “We are growing in the cosmetics segment, especially in products with natural ingredients, which have been attracting the interest of consumers. It is a path that we are already following with OX, Neutrox and Francis and now it will be strengthened with Vyvedas, which is a reference in the territory of naturalness”, says the executive.
The natural cosmetics market has an annual growth of 20% in the country and a financial turnover of R$ 3 billion, according to data from the BioBrazil Fair. Vyvedas, which has its own store in the Bela Vista neighborhood, will now have its distribution expanded to supermarket chains and pharmacies throughout Brazil, in addition to online sales. “We have identified in the portfolio the products with the greatest sales potential in each channel and we will expand the reach of the brand”, he adds.
With the acquisition, the company becomes part of Flora’s pool of 15 brands, 11 of which are personal care, which receive annual investments in Innovation in the order of R$ 10 million. In 2022 alone, there were 155 launches with the purpose of helping each person take better care of themselves. This year, the forecast is to double this number.
The brand will continue to count on the support of Mariana Rabello Soares, who founded the company and will play the role of Marketing and Sales Director of the Pele da Flora BU. The companies did not disclose the terms of the deal.
Earlier this year, Flora, which was already considered one of the largest national industrial platforms in the sector, also acquired an industrial operation in Maceió, focused on homecare. The company’s expansion has generated jobs for the different regions of Brazil. In 2023 alone, there were 400 new positions.
About the market
According to a survey conducted by Flora last year with 507 women, 89% of consumers check whether cosmetics use natural ingredients or value their use in their composition. Of these people, 9 out of 10 give preference to this type of product at the time of purchase.
