Fragrance house

belezanaweb

Beleza na Web was founded in 2008 by Alexandre Serodio as a small e-commerce business with a limited selection of beauty products. Before launching it, Serodio became a partner in a São Paulo beauty salon, where professional-product sales and home deliveries helped identify an opportunity in online cosmetics retail. On August 12, 2019, Grupo Boticário announced its purchase of Beleza na Web, which is now identified as one of the group’s brands and its beauty marketplace. The platform brings together Grupo Boticário and partner brands across perfumery, makeup, skincare, haircare, and body care. In June 2022, it introduced a new identity and consumer positioning built around beauty as a constant discovery, using breadth, curation, and knowledge to guide customers. The identity project also described a shift toward discovery, experimentation, self-expression, curation, and knowledge.