A model prepares for the show during Paris Fashion Week
São Paulo (Reuters) – Grupo Boticário said on Thursday it had acquired Truss Professional hair care products for an undisclosed amount, in a move to accelerate the growth strategy of the owner of brands such as O Boticário, Quem Disse and Berenice?.
Founded in 2003, Truss is present in over 50 countries and sells from shampoos and conditioners to moisturizers, hair creams, and hair rebuilding products.
+ Netflix debuts on Thursday (3) Basic plan with ads in Brazil
“This acquisition provides us with an opportunity to accelerate our growth strategy in Brazil and abroad,” said Fernando Modi, CEO of Grupo Boticário, in a statement. He added that the process amplifies the “multi-channel and multi-brand strategy, creating a portfolio of related and complementary brands.”
Completion of the Boticário process, Natura & Co’s competition in the country, is subject to the fulfillment of the usual prior conditions and the approval of the Antitrust Authority Conselho Administrativo de Defesa Econômica (Cade).
(by Andre Romani)
“Friendly zombie guru. Avid pop culture scholar. Freelance travel geek. Wannabe troublemaker. Coffee specialist.”
