Belliz Company

What Belliz Company does

Belliz Company is a privately held Brazilian B2B wholesaler of beauty and personal care products, headquartered in São Paulo and operating since 1999. The company sells directly to registered resellers and retailers through a self-service e-commerce portal at bellizcompany.com.br, which requires CNPJ registration, runs credit evaluation for invoice-payment (faturado) terms, and supports credit-card, PIX, boleto, and installment billing. The minimum order is R$500, with free shipping above R$2,000, and customer support is delivered via WhatsApp and phone through a dedicated SAC E-commerce B2B team.

The product portfolio spans more than 1,000 SKUs across 16 categories — including brushes and combs, professional scissors, makeup accessories, manicure and pedicure tools, facial and hair cosmetics, electrical beauty appliances, oral care, and professional salon accessories — distributed under five in-house brands: Belliz, Ricca, Vertix, Kess, and Enox. The company has invested in a nationwide technical-assistance network covering 102 Brazilian cities to support warranty service on its electrical product line.

The technology backbone is a VTEX commerce-platform storefront with automated CNPJ verification integrated to the Brazilian Federal Revenue database and a credit-evaluation engine. Marketing and dealer acquisition run through a company blog, email newsletter, and direct website registration. Belliz does not disclose revenue, has no parent company identified, has completed no funding rounds in the available record, and operates exclusively within Brazil, with no global-footprint claim.

Name

Belliz Company

Legal name

Belliz Company

Website

https://bellizcompany.com.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Belliz Company is a privately held Brazilian B2B wholesaler of beauty and personal-care products, selling 1,000+ SKUs across 16 categories under five in-house brands (Belliz, Ricca, Vertix, Kess, Enox) to registered SMB resellers nationwide via its VTEX e-commerce portal with a R$500 minimum order.

Ownership category

akta.pro rank

Product category

Beauty and personal care wholesale distribution

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Salon Professional Supply Marketplaces (CRAFAHAH)

akta.pro secondary industries

Haircare & Hair Color Distribution (CRAOAEAE), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Wholesale beauty distribution
• B2B cosmetics platform
• Professional salon supplies
• Personal care products
• Beauty accessories wholesale

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. B2B Wholesale Product Sales: Direct sales of beauty and personal care products to registered resellers through e-commerce platform. Transaction-based model with minimum order requirements. Offers multiple payment methods including credit card, PIX, boleto, and invoice financing (faturado) upon credit approval.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Belliz Company operates a B2B wholesale e-commerce platform that distributes beauty and personal care products to registered Brazilian resellers (CNPJ holders) under five owned brands: Belliz, Ricca, Vertix, Kess, and Enox. The catalog spans 16 categories and over 1,000 SKUs including hair cosmetics, facial serums, makeup accessories, manicure/pedicure tools, toothbrushes, dental gels, tweezers, and electrical beauty appliances such as professional hair dryers. Dealers register online, undergo CNPJ verification and credit approval, and place orders with a R$500 minimum (free shipping above R$2,000) using PIX, boleto, credit card, or invoiced credit.

Product overview

Belliz Company is a B2B e-commerce platform (wholesale marketplace) for beauty and personal care products, built on the VTEX commerce platform. The company distributes products across five core brands: Belliz (house brand), Ricca, Vertix, Kess, and Enox. The portfolio spans 16 product categories with over 1,000 SKUs including: facial and lip cosmetics (Ricca), hair care products and accessories, makeup accessories (brushes, eyelashes, tweezers), manicure/pedicure tools, oral care (Kess toothbrushes and dental gels), professional salon accessories (Vertix scissors, clips, combs), and electrical beauty appliances (hair dryers, flat irons, shavers). The business model targets B2B resellers who purchase at wholesale minimums (R$500) for resale in retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• Ricca: Hair care accessories brand including brushes, combs, cosmetic hair products, styling tools
• Vertix
• Kess
• Enox
• Belliz

Products and services

• Belliz (own brand) Belliz is the company's flagship house brand covering the full range of beauty and personal care products including makeup accessories, brushes, eyelashes, nail products, and electrical appliances, sold wholesale to Brazilian resellers.
• Ricca (brand)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Avon Brasil: Beauty brand with one of Brazil's largest reseller/avon lady networks distributing personal care, cosmetics, and fragrance SKUs door-to-door. Direct peer because the business model — selling beauty products through a registered, credit-vetted independent reseller base — is structurally aligned with Belliz's B2B distribution model.
• Mahogany: Brazilian professional beauty brand focused on salon and barber channels, selling hair cosmetics, electrical tools, and accessories through distributors and resellers. Direct peer because its assortment (professional salon tools, hair cosmetics, electrical appliances) overlaps significantly with Belliz's Ricca/Vertix/Belliz portfolio.
• Hinode Brasil: Brazilian direct-selling company distributing cosmetics, fragrances, and personal care via a registered reseller network. Comparable to Belliz because both monetize through independent resellers placing wholesale orders across multi-brand beauty portfolios within Brazil.
• Embelleze: Brazilian hair-care and beauty brand that distributes its portfolio across thousands of Brazilian beauty retailers, salons, and supermarkets. Comparable to Belliz because both sell multi-category beauty SKUs through wholesale and reseller channels in Brazil.
• Salon Line: Brazilian hair-care brand with strong presence in professional and consumer channels, selling treatments, cosmetics, and electrical appliances through distributors and B2B resellers. Comparable to Belliz because the assortment and B2B distribution motion targeting salons and beauty retailers closely mirror Belliz's.

Emerging players

• Simple Organic: Brazilian D2C natural/clean beauty brand selling cosmetics and skincare through its own e-commerce platform. Comparable as an emerging competitive force targeting the same end consumer with beauty SKUs, illustrating the D2C disintermediation risk facing Belliz's wholesale model.
• Sallve: Brazilian D2C skincare brand selling dermocosmetic products (serums, moisturizers) online, competing for the same end consumer Belliz's resellers serve. Comparable as a newer brand that has built credibility in skincare — a category Belliz is just beginning to expand into via Ricca serums.

Broad incumbents

• Grupo Boticário: Largest Brazilian beauty group combining owned-brand manufacturing (O Boticário, Eudora, Quem Disse, Berenice?) with nationwide retail and reseller distribution. Comparable because it operates the same vertical — beauty product manufacturing plus multi-channel Brazilian distribution — but at meaningfully larger scale and with deeper brand portfolios.
• Beleza na Web: Brazilian beauty e-commerce platform aggregating multiple brands and SKUs across haircare, skincare, makeup, and fragrance. Comparable to Belliz because both operate marketplaces/platforms for beauty products, though Beleza na Web skews B2C while Belliz is B2B/wholesale.
• Natura &Co (Natura Brasil): Major Brazilian cosmetics manufacturer and direct-selling beauty group with a vast reseller network (consultoras). Comparable to Belliz because both rely on distributed third-party resellers to move beauty SKUs across Brazil, though Natura is far larger and brand-led rather than assortment-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BellizCompany
• Facebookfacebook.com/BellizCompany
• LinkedInlinkedin.com/company/belliz-company

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Belliz Company