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The Rise of Independent Beauty in Brazil.

Emerging from the experience of leaders from different areas of the segment who together have the purpose of boosting smaller beauty brands and entrepreneurs (indie brands) bepar is a pioneer in the Independent Beauty sector in the country and has been not only investing but building up this segment since 2020.

Born from Be. Academy, a social initiative focused on preparing smaller brands for the competitive beauty retail, largely dominated by the big brands, the academy was the embryo that made possible the Holding's most significant venture, Belong Be.

The Remarkable Growth of Independent Beauty in Latin America.

Launched in 2021 as the only Latin American retailer dedicated exclusively to independent beauty brands and thereby avoiding unfair competition often evidenced by the exposure between smaller & larger brands, Belong Be formally inaugurated this agenda on the national scene, rising to the top recent beauty history of the 4 largest consumer market in the category in the world.

Anchored in over 52 brands, Belong Be soon reached the hearts of lovers of the segment, and was highlighted in the main communication vehicles, leading the company to have to expand its business model quickly and in a sustainable way.

Only 45 days after its foundation, it received support from the market giant Textile Malwee, and from then on, the model of action was consolidated.

In 2022, two major innovations appeared in the pipeline of projects, which came to fruition in 2023:

The inspiring story of Belong Be, the company that became a reference in sustainable beauty.

Project to make the mission of BELONG BE tangible by creating the first beauty experience house to have its lipstick laboratory, inaugurating once again a new approach to the customization process. Inaugurated in May 2023, it has become the city's 'hot spot' for independent beauty and customization, while the customer can create their lipstick (from beginning to end).

Escaping Reality with Balmare: The Genderless Lifecare Sensation.

Launch of the first genderless brand, focused on lifecare and with a striking olfactory signature whose proposal is to simplify the skincare and wellness routine, promoting a moment of true escape from reality. The brand officially launched in March 2023 and has already appeared as a highlight of GLAMOUR magazine and VOGUE wellness, being identified as an innovation in the segment.

Amanda Coelho is a Brazilian entrepreneur with over 13 years of experience in the beauty industry. She holds leadership positions in two companies: as COO of Belong Be, a marketplace that exclusively sells independent beauty brands, and as CMO of Alva Cosméticos, a company that produces natural and organic cosmetics. In addition, Amanda is conducting research for the development of cosmetics for her own brands, covering everything from product development and manufacturing to brand management and development consulting.

- Amanda Coelho

Saulo Figueiredo is an engineer and entrepreneur with extensive experience in project management, automation, financial control, administrative management, and strategic planning. He co-founded and led several innovative businesses, such as Vende aí, Assinatura Marca Própria, and Alva Cosméticos. He is also a co-founder of Belong Be, and Balmare Brazil, a genderless and shareable skincare brand. He has been recognized by FIEMG's Board Member Development Program, demonstrating his capacity for strategic guidance and informed decision-making. He is passionate about entrepreneurship and continuous learning, always seeking to create value and innovative impact in the market.

- Saulo Figueiredo

Simone Sancho is a Brazilian entrepreneur who is passionate about the beauty industry. She is the CEO and co-founder of Belong Be, a marketplace that brings together independent beauty brands. She started her career in the financial market, but later joined Sephora as an expert in loyalty programs. She also worked in another company that needed to digitize and supported her to start her own business in the beauty segment. She is also one of the founders of Project EVE, a social impact business created by a group of women from different fields with the goal of democratizing access to Web3. She believes in promoting sorority, plurality, and participation of women in the new digital market.

- Simone Sancho

Who's leading?

More recently, Bepar, to expand business in the segment and thereby expand its area of operation, consolidating itself not only as a precursor but as an authority in the field of independent beauty, structured and reinforced its risk capital to enable new fronts of action.

The holding today has a team that works ethically and quickly to fulfill its commitments and effectively monitor the practices and processes within its investees, ensuring that the holding's values are also adopted by the participating companies.

Tireless, it takes care of sustainability, values the most negligible impact, and practices social inclusion in its work environment, seeking to bring ever broader perspectives on society's needs and possible and better-built business models.

Bepar's Inspiring Journey:

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