Granado acquires Care Natural Beauty to enter clean beauty

The Rio de Janeiro-based group announced on December 11 that it had 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 cosmetics and skincare lines formulated with organic, natural and biotech active ingredients.

With the acquisition of the Brazilian startup, Granado expands its presence in the clean beauty sector, a market expected to be worth $15.3 billion globally by 2028, according to Statista. The acquisition allows Granado to diversify its brand portfolio and appeal to a younger, more conscious audience, while strengthening its position in the skincare market.

Care Natural Beauty will expand its presence in Brazil and around the world after joining the Granado Group. The brand will also benefit from Granado's expertise in large-scale production.

Granado and Care Natural Beauty have announced ambitious plans for the coming years, including the opening of 28 directly-operated stores and 35 kiosks by 2028 to expand the brand's presence. Global growth is also a priority, and will be able to draw on Granado's experience in international markets. The group currently has 10 stores outside Brazil.

"This alliance with Care Natural Beauty will open more doors for us in the beauty market, with a focus on environmental protection to meet the increasingly stringent requirements of society," said Sissi Freeman, Granado's marketing and sales director.

Granado expects sales to grow 24% in 2024 compared to the previous year. The group has 100 boutiques throughout Brazil, concept stores in Paris, London, Portugal, New York, and points of sale in Belgium, Spain and Miami.

In 2004, the group acquired the perfume brand Phebo, created in 1930 in Belém do Parra. Under Granado, Phebo expanded its product line and opened its own boutiques in Brazil. In 2016, Spanish company Puig acquired a 35% stake in Granado.