With BTG capital beauty'in will increase portfolio this year

The beauty'in, created in 2010 by businesswoman Cristiana Arcangeli, which since last year has the BTG Pactual as a partner, Bill R $ 58 million this year, almost four times more than the registered in 2012. The expectation is that the expansion of the portfolio, from 35 to 135 products, promote this change of level, combined with an investment of around r $ 100 million in marketing.
An eye on the beauty market growth in Brazil, Cristiana bet on a new thread when he was founding beauty'in, called "aliméticos". Are food and beverages such as teas, candy and cereal bars, with collagen, vitamins and minerals, whose promise is to take care of skin, hair and nails, "inside out". Now, in addition to follow this concept with products such as chewing gum and yogurt, the company will open a cosmetics Division, starting with unsalted shampoos and nail polish with collagen. Cristiana has experience in the field. Already created two other brands of hair products, the Phytoervas and the ' come on, that were sold and are now, respectively, with the Cosmetic and Nasha Hypermarcas.
Currently pharmacies are the main channel of sale of Beauty ' in, but the entry into categories like the yogurt should accelerate the expansion in supermarkets. The goal is to pass from the current 8 thousand to 30 thousand points of sale in a year.
The company is preparing to sell in the United States and in Mexico, and there are ongoing negotiations with distributors in Portugal and Russia. "In the coming years, we should be in four or five countries," says Cristiana. To help with international projection, the brand will sponsor the London Fashion Week for three years. The products are sold in department stores and pharmacies in London, England.
After the entry of the BTG, which through its pharmacy Brazil arm Pharma bought 40% of the company for $ 30.7 million in not passed, some improvements have been made in the operation of Beauty ' in. Among them, the implementation of the SAP system and the outsourcing of distribution, which according to Cristiana, will generate a more agile operation with a lower cost.