Brazilian Beauty Giant O Boticário Rapidly Expanding its UAE Market Share

Millennial Capital, the homegrown Dubai-based venture creation and management firm, is currently in the implementation phase of the roll-out plan for O Boticário in the UAE. The partnership between Millennial Capital and O Boticário was announced in early 2017. Since then, O Boticário UAE has entered four business channels, especially creating a differentiated retail channel, through its differentiated Amphora concept store. Flagship stores have subsequently been opened in key locations, including Dubai Mall, Mirdif City Centre, Deira City Centre, Dubai Hills (under construction) and Dubai Downtown while plans are already in place for 7 more stores in the UAE by end of 2021.

"Millennial Capital is proud to be associated with a high quality and desirable brand such as O Boticário, which brings a differentiated value proposition to the region for our local consumers, focusing on premiumisation in retail, digitalisation of the marketing strategy and a robust omnichannel approach that concentrates on branding and experimentation. Our vision centres on working alongside the brand to develop the local operation and elevate it to a leading position in the beauty sector in the UAE," commented Andreea Danila, Founder of Millennial Capital.

O Boticário, founded in 1977, is the largest fragrance player in Brazil. Globally, it has more than 4,000 stores and besides Brazil, it operates in 15 international countries.  To this day, O Boticário’s product lines consist of approximately 1,200 items body care, facial care, makeup, fragrances, deodorants, soaps and shampoos; which are a result of an alchemy of unique and exotic ingredients; such as quinoa grains and lily extracts. The brand does no animal testing and invests 1% of revenues in forest conservation.

According to findings revealed in Millennial Capital’s MENA Beauty Care Report, KSA retains the highest market share, 33.2%, in the MENA’s Beauty Care Sector, which continues to grow at 8.5% per annum. The UAE market stands higher in terms of spending per capita on beauty at USD 239, more than twice the global average of USD 115 per capita. In recent years, new players with the right value proposition to step in and gain market share weighing on the gradually shifting consumer focus to quality and natural ingredients.