Beleza Natural

What Beleza Natural does

Beleza Natural, founded in 1993 in Rio de Janeiro by Zica Assis, is the largest Brazilian network specializing in curly, coily, and wavy hair (curvatures 2ABC–4ABC). After a decade of proprietary research, the founder developed a curl-preserving formulation that became the basis of a vertically integrated business combining professional institute salons, shopping-center kiosks, a wholly-owned cosmetics factory (Cor Brasil Cosméticos, 380 tons/month capacity with in-house R&D), a 50+ SKU retail product portfolio, and a franchise model. Revenue is generated through three primary streams: in-institute professional services (20+ service protocols including transformation, treatment, coloration, cuts, and styling), retail product sales across owned and franchise channels and via bn.Cachos e-commerce, and franchise fees/royalties from the franquia program.

The company's product and service portfolio is anchored by proprietary hair-science technologies—Kerascalp, Nanocachos, Cachos 3D, and Force Complex—with clinically validated outcomes (hair 38% stronger after first Fortalece & Cresce application, 12% thicker after five applications, growth up to 16 cm/year, and Ultra Cachos delivering 300% more shine). The retail product portfolio spans bn.Cachos (curl regimens across subtypes), bn.PRO (professional/salon use), bn.BIO Minha Fórmula (personalized blends), and bn.CLÁSSICOS (heritage). In October 2025, the company launched "Linha Do Seu Jeito bn.cachos" with Cachos 3D technology and child-safe formulation targeting younger users.

The company reaches customers through a multi-channel GTM: owned institutes, third-party retail shelves (post-2019), bn.Cachos e-commerce, and the Caravanas da Beleza group-trip program for cities without physical locations. Customer acquisition is heavily community-led and content-driven, anchored in natural-hair empowerment, hair transition support, and Afro-Brazilian identity celebration, with social/blog presence across Instagram, Facebook, YouTube, TikTok, and a long-running blog. Zica Assis remains co-founder; the company previously received a $31M funding round from GP Investments (June 2013) and joined Endeavor in 2005.

Name

Beleza Natural

Legal name

Beleza Natural

Website

https://belezanatural.com.br

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Beleza Natural is the largest Brazilian network specializing in curly, coily, and wavy hair, founded in 1993 by Zica Assis in Rio de Janeiro. It operates institute salons, kiosks, franchise locations, e-commerce (bn.Cachos), and a wholly-owned factory (Cor Brasil Cosméticos), serving women seeking specialized care for hair curvatures 2ABC–4ABC.

Ownership category

akta.pro rank

Product category

Specialty Hair Care Services

NAICS

Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Textured Hair & Protective Styling (Braids/Twists/Locs) (HSALAAAH)

akta.pro secondary industries

Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Conditioners & Hair Masks (CRABABAB)

Keywords

• Curly hair care
• Hair salon services
• Cosmetic manufacturing
• Professional hair treatments
• Natural hair products

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Salon Services: Hair treatment services offered at institutes and kiosques including transformations (Super-Relaxante, bn.VOLUMAIS), treatments (Hidraforce, Ultra Cachos, Fortalece & Cresce), coloration, cuts, and styling. Services are performed by trained professionals and are the primary driver of customer acquisition and revenue.
2. Product Sales: Sale of proprietary hair care products under brands bn.Cachos, bn.PRO, bn.BIO Minha Fórmula, and bn.CLÁSSICOS through physical institutes, kiosks, and e-commerce. Includes over 50 products for daily hair care, treatments, and styling.
3. Franchise Revenue: The company operates a franchise model (beleza.franquia.com.br) where franchisees operate Beleza Natural institutes under the brand, generating franchise fees and ongoing revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Beleza Natural operates a network of specialized hair salons (Institutos) and kiosks across Brazil offering professional hair treatments, transformations, colorations, and styling services for curly, coily, and wavy hair. The company also manufactures and retails its own proprietary hair care product lines (bn.Cachos, bn.PRO, bn.BIO Minha Fórmula, bn.CLÁSSICOS) through e-commerce (bncachos.com.br), physical stores, and franchise locations. An integrated franchise model enables brand expansion through licensed operators.

Product overview

Beleza Natural is Brazil's largest hair care network specializing in curly, coily, and wavy hair, offering both professional services at their institutes and retail products for home care. The company operates a franchise model with their own cosmetics factory (Cor Brasil Cosméticos) producing over 50 products monthly. Their service portfolio includes over 20 professional treatments including transformation services (Super-Relaxante, bn.VOLUMAIS), deep treatments (Programa Fortalece & Cresce with Kerascalp technology, Hidraforce, Ultra Cachos with Nanocachos technology, SPA Capilar), and coloration services. The retail products are organized under sub-brands: bn.CACHOS (for home care with lines like Cachos Soltos, Cachos Intensos, Cachos Vibrantes, Cachos Suaves), bn.BIO Minha Fórmula (finishing and styling products), and the new Linha Do Seu Jeito with Cachos 3D technology launched in 2025. The company also maintains professional-only lines (bn.PRO) for salon use. Products address hair curvatures from 2ABC to 4ABC with formulations specifically developed for the unique needs of textured hair.

Differentiator

Problem solved

Functional benefit

Brands

• bn.Cachos: Product line for curly, coily, and wavy hair care, including shampoos, conditioners, treatments, styling creams, and oils. Targets curvatures 2ABC to 4ABC.
• bn.VOLUMAIS
• bn.BIO / Minha Fórmula
• bn.PRO
• bn.CLÁSSICOS
• bn.BIO
• Ultra Cachos
• SOS Anti-Ressecamento

Products and services

• Programa Fortalece & Cresce Exclusive in-salon hair treatment service using Kerascalp technology that acts on the hair bulb to promote deep strengthening and accelerated hair growth. Includes shampoo, mask, and tonic application with activating massage. Targets individuals experiencing hair weakness or slow growth.
• Super-Relaxante Professional relaxation service that defines waves with shine and movement while preserving curl structure. Designed for clients who want manageable hair without straightening chemically.
• bn.VOLUMAIS Volume-enhancing transformation service that gently restructures hair while providing shine and bounce without altering natural volume. Targets clients seeking fuller hair without compromising curl pattern.
• Ultra Cachos Intensive recovery service that reverses up to one month of damage in a single application using Nanocachos technology with a blend of actives working on all hair fiber layers.
• Hidraforce Professional hair hydration service developed with mango oil and keratin (Force Complex technology) that rebuilds damaged, worn, and weakened hair. Indicated for chemically treated and colored hair.
• SOS Anti-Ressecamento Exclusive rescue treatment combining intense hydration with deep nutrition from a mix of vegetable oils to restore life and health to dry, damaged curls.
• SPA Capilar Exclusive treatment for weakened and damaged hair that replenishes essential minerals, nourishes, and repairs curls from root to tip while oxygenating the scalp.
• Hidracor Temporary ammonia-free color service that colors and moisturizes curly and wavy hair using jojoba, seaweed, and silicone. Ideal for those undergoing chemical treatments.
• Tonalizante Temporary color product that colors hair while maintaining curl structure and can cover up to 100% of gray hair.
• bn.CACHOS Product Line Consumer retail product line for daily care of curly, coily, and wavy hair, covering curvatures 2ABC to 4ABC. Includes sub-lines such as Cachos Soltos, Cachos Intensos, Cachos Vibrantes, Cachos Suaves, and the 2025-launched Linha Do Seu Jeito (Shampoo Hidro Reconstrutor, Tratamento Hidro Reconstrutor, Pentear Super Definição, Pentear Volumão).
• bn.BIO Minha Fórmula Retail product line focused on curl definition, frizz control, and styling, including Creme Potencializador de Cachos (84% frizz reduction), Creme Gel Definidor de Cachos, Gel Definidor de Cachos, and Óleos de Umectação Nutri Brilho and Nutri Força.
• bn.PRO Professional Line Professional-use product line for salon application in institutes, including the Hidraforce line (Force Complex technology with keratin) and Volumais products used by trained stylists during in-salon treatments.
• bn.CLÁSSICOS Product Line Classic retail hair care line including collagen treatment mask with Murumuru butter and traditional styling cream for curly and coily hair.
• Beleza Natural Franchise Program Franchise program allowing entrepreneurs to open Beleza Natural institutes under the established brand and operating model, generating franchise fees and royalties.

Quantifiable outcome

• Hair 38% stronger after first application of Fortalece & Cresce treatment
• +3 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• EndeavorcoreOthers · 1 January 2005Beleza Natural became part of Endeavor, the global NGO that fosters high-impact entrepreneurship, in 2005. This partnership provided support for scaling the business and accessing resources for high-growth entrepreneurs.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Grandense (Hypermarcas/Coty Brasil): Brazilian hair care brand under Coty's portfolio targeting mainstream Brazilian consumers across curl types. Comparable as a domestic competitor with broader portfolio scale than Beleza Natural but less specialization in textured hair.
• SheaMoisture: Established natural and textured hair care brand owned by Unilever. Comparable to Beleza Natural on community-rooted, curl-specialized CPG, but at significantly larger global scale and broader product breadth without a proprietary salon network.
• Carol's Daughter: Pioneer textured and multicultural hair care brand (now under L'Oréal). Comparable to Beleza Natural on natural-hair brand heritage and Black female consumer focus, with broader distribution but without an integrated institute network.

Direct peers

• As I Am: Curly and coily hair care brand with clinical/scientific positioning and curl-type-segmented SKUs. Comparable to Beleza Natural on Kerascalp/Force Complex-style scientific claims and similar product architecture across curl types 2–4.
• DevaCurl: US-based curly and coily hair care brand specializing in sulfate-free products and treatments for textured hair. Highly comparable to Beleza Natural's bn.Cachos retail portfolio and Kerascalp-style treatment positioning, with similar curl-type segmentation (2A–4C).
• Mielle Organics: US textured-hair care brand built on natural ingredient formulations (babassu, mint, rosemary) for curl types 3A–4C. Comparable to Beleza Natural's bn.BIO Minha Fórmula line on botanical, curl-type-segmented product architecture and salon-adjacent retail strategy.
• Salon Line: Brazilian textured-hair brand with strong mass-market presence in Brazil. Direct domestic competitor to bn.Cachos across curls, transitions, and treatments, sharing the Brazilian consumer base and curly-hair empowerment messaging.
• Pattern Beauty: Premium textured-hair brand founded by Tracee Ellis Ross, focused on curls, coils, and protective styling. Direct peer to Beleza Natural's bn.BIO and bn.Cachos lines on target demographic (Black women with curly/coily hair) and celebration-of-texture brand positioning.
• Cantu Beauty: Mass-market textured hair care brand with shea butter-based product lines targeting curly, coily, and wavy hair. Comparable to Beleza Natural on consumer price-point accessibility and category specialization, though without an integrated salon network.

Regional players

• Embelleze: Brazilian CPG company with mass-market hair care brands including Novex and Maxton targeting diverse curl patterns. Comparable to Beleza Natural on Brazilian market presence and textured-hair product lines, though broader in scope without salon services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BelezaNatural2008
• Facebookfacebook.com/institutobelezanatural
• Instagraminstagram.com/institutobelezanatural
• TikToktiktok.com/@institutobelezanaturalbr
• Xx.com/belezanatural
• LinkedInlinkedin.com/company/instituto-beleza-natural

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Beleza Natural