Grupo Hinode

What Grupo Hinode does

Grupo Hinode is a privately held Brazilian direct selling and multi-level marketing company that develops, manufactures, and distributes fragrances, personal care, makeup, cosmetics, and wellness products through a network of more than 600,000 independent consultants, 250+ franchise locations, and an online affiliate program across 8 Latin American countries. The company operates a vertically integrated 12,000 m² manufacturing facility in Jandira (Greater São Paulo) producing over 8 million units monthly across a portfolio of more than 300 SKUs organized under 30+ sub-brands including Empire, Grace, Lattitude, Dazzle, Routine Dermo, HND, H-Expert, H-Men, JOLI, and Vibez. Technology supporting the network consists of a virtual office system, digital catalog, e-commerce storefronts, and the Universidade Hinode training platform.

The business model is built on multi-level marketing economics: consultants purchase products at wholesale and resell to end consumers with up to 100% profit margin, while the online affiliate channel layers a $105/year subscription plus 30% commission on a parallel digital sales motion. Pricing is accessible (consultant kits start at R$199.90) and the customer base is structurally decentralized across hundreds of thousands of SMB resellers and a long tail of individual end consumers, with no enterprise anchor accounts. The company has been bootstrapped since its 1988 founding by Francisco and Adelaide Rodrigues, with cumulative R$4.8 billion in bonuses distributed historically as the principal scale indicator. Supplementary strategic pillars include ESG positioning through the Programa Pérolas women's empowerment initiative (with UN Women), the Instituto FAR social institute, and United Nations Global Compact participation.

Name

Grupo Hinode

Legal name

Grupo Hinode

Website

https://grupohinode.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Grupo Hinode is a privately held Brazilian direct selling company that manufactures and distributes 300+ fragrance, beauty, skincare, makeup, and wellness products through 600,000+ independent consultants, 250+ franchise locations, and an online affiliate program across 8 Latin American countries.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Deodorants & Antiperspirants (CRADANAA), Fragrance & Deodorant Distribution (CRAOAEAF)

Keywords

• Direct selling cosmetics
• Fragrance and beauty products
• Personal care manufacturing
• Multi-level marketing network
• Skincare and makeup

Headquarters

HQ city

Barueri

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales to Consultants: Consultants purchase products at wholesale prices and resell to end consumers, generating profit margins up to 100%. This is the primary revenue stream through the multi-level marketing network.
2. Franchise Network: Franchise fees from 250+ physical franchise locations that provide support, training, and product pickup for consultants.
3. Online Affiliate Program: Annual subscription fee of $105/year for affiliates who earn 30% commission on online sales through their virtual stores.
4. E-commerce Sales: Direct online sales through hinode.com.br and country-specific e-commerce sites.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Grupo Hinode manufactures and distributes its own portfolio of beauty, personal-care, and well-being products — including fragrances, makeup, skincare, hair care, body care, men's grooming, and nutrition lines — through a multi-level marketing network of independent consultants, complemented by franchised physical stores and an e-commerce channel. The company controls its own production at a 12,000 m² factory in Jandira, São Paulo, and operates across eight Latin American countries with 600,000+ consultants and 250+ franchise points of sale.

Product overview

Grupo Hinode is a Brazilian multinational beauty and wellness company operating as a direct sales and multi-level marketing business across 8 countries. The product portfolio consists of 300+ products organized across multiple brands covering fragrances (Empire, Grace, Lattitude, Feelin', Inebriante, Spot, Rebelle, Eterna, Aroma Di), skincare (Routine Dermo), makeup (Dazzle), haircare (H-Expert), body care (JOLI, Hands, Strax, Corps Lígnea), men's grooming (H-Men), health and nutrition (HND), and lifestyle/fragrance lines (Vibez, Soul Brasileira). The company also offers a virtual catalog, online store, franchise opportunities, and business support programs including Universidade Hinode for consultant training, Programa Pérolas for women's empowerment, and Instituto FAR for social impact initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Empire: Premium fragrance line targeting successful men and women, known for fragrances like Empire Icon and Empire Woman
• Grace
• Lattitude
• Feelin'
• Inebriante
• Soul Brasileira
• HND
• JOLI
• Routine Dermo
• Dazzle
• DAZZLE
• LATTITUDE
• Vibez
• Spot
• Rebelle
• Eterna
• Hands
• H-Men
• H-Expert
• Strax
• Corps Lígnea
• SENS
• Grand
• Lesér
• Venyx
• Enigma
• Ella
• GL
• SENSAÇÕES
• AURA BEAUTY
• DYNAMIC
• SOLARIS
• Aroma Di
• Proactive
• Hino's Plus

Products and services

• Empire In-house fragrance line (masculine and family fragrances including Empire Black and Empire Blue) developed and distributed by Grupo Hinode, targeted at consumers and consultants selling in Latin American direct-sales channels.
• Grace Grace by Hinode feminine fragrance line marketed through the consultant network and franchise / e-commerce channels.
• Lattitude Masculine fragrance line (Lattitude Blue, Lattitude Black) positioned for the men-of-Hinode consumer segment.
• Feelin' In-house fragrance line marketed through Grupo Hinode's direct-selling channels.
• Inebriante Luxury fragrance line within the Hinode portfolio, positioned as a higher-end offering.
• Eterna Feminine fragrance line within the Grupo Hinode portfolio.
• Rebelle Feminine fragrance marketed by Grupo Hinode through consultant, franchise, and online channels.
• Aroma Di In-house fragrance line within the Hinode portfolio.
• Spot Social-fragrance (perfuming) line in the Hinode portfolio designed for casual, everyday use.
• Vibez Youth-fragrance line marketed through Hinode's multi-level network, targeting a younger demographic.
• Soul Brasileira Body-care and fragrance line with a Brazilian-themed positioning within the Grupo Hinode portfolio.
• Sens Personal-care line in the Hinode portfolio covering fragrance and body products.
• Dazzle Color-cosmetics (makeup) line from Grupo Hinode covering face, eyes, lips, and nails, sold via consultants, franchise stores, and e-commerce.
• Routine Dermo Dermocosmetic skincare line developed by Grupo Hinode for daily skincare routines.
• H-Expert Hair-care line featuring the proprietary HydraScalp active technology for scalp and hair treatment, marketed through Hinode channels.
• H-Men Men's grooming line from Grupo Hinode covering fragrance, body, and shaving needs.
• JOLI Body-care line within the Hinode portfolio.
• Hands Dedicated hand-care line from Grupo Hinode.
• Strax Body-care / moisturizing line within the Hinode portfolio.
• Corps Lígnea Body-contouring line in the Hinode portfolio that uses silicone-glove massage technology.
• HND Hinode nutrition / well-being line offering supplements and nutritional products under the HND brand.
• Special seasonal kits (e.g., Dia das Mães) Seasonal gift kits assembled by Grupo Hinode combining multiple brand products for promotional occasions such as Mother's Day.
• Hinode Franchise Program Franchise offering enabling entrepreneurs to open and operate a branded Hinode physical retail store selling the company's multi-category beauty, fragrance, body-care, and well-being portfolio, supported by training and centralized supply.
• Hinode Affiliate Program Online affiliate / member program that allows individuals to register as members and earn commissions on Hinode product sales generated through their personalized digital channels.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• PP&C Auditores IndependentescoreOthers · 1 January 2019Current auditing firm that provides audited financial statements for the company. PP&C is part of the Nexia international network with over 30 years of history and operations in more than 120 countries.
• Nexia InternationalminorOthersInternational accounting and audit network that PP&C Auditores Independentes belongs to, providing global audit standards and credibility.
• United Nations Global CompactcoreStrategic or Co-development PartnerHinode supports the UN sustainable development agenda and guidelines of the UN Global Compact (Pacto da ONU), with ESG reporting and sustainability initiatives aligned with UN principles.
• UN Women (ONU Mulheres)coreStrategic or Co-development PartnerFormal commitment with UN Women for the Projeto Pérolas program, which has impacted 460,000 women through entrepreneurship and leadership development initiatives.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Natura &Co: Brazilian beauty multinational (Avon, The Body Shop, Natura, Avon) with strong direct-selling and consultant models across Latin America. Directly comparable in product category (fragrances, personal care, makeup) and GTM motion (consultant-led sales), competing for the same Brazilian consumer base.
• O Boticário: Brazilian beauty powerhouse with 900+ fragrances and a franchise retail network across Brazil and Latin America. Comparable in product breadth (fragrances, skincare, makeup), brand portfolio scale, and Brazil-centric market focus, though distributed primarily through retail rather than consultants.
• Avon Products (Natura-owned): Iconic direct-selling beauty brand operating globally with a Brazil presence following acquisition by Natura. Closest comparable in pure GTM model (consultant-led sales of fragrances and personal care) and product categories, competing head-to-head for Brazilian beauty consumers.
• Mary Kay Inc. Global direct-selling beauty company with a multi-level marketing model focused on skincare, color cosmetics, and fragrances. Directly comparable in GTM motion (independent beauty consultants) and product category breadth, though with stronger US/global mix and weaker LatAm presence.
• Amway: Global multi-level marketing company with a beauty and personal care line (Artistry) plus broader health and home product portfolio. Comparable in MLM/consultant-driven sales model, though with broader category spread and stronger US/EU/Asia presence rather than LatAm.
• Herbalife Nutrition: Global multi-level marketing company with deep Latin America presence (Mexico is a major market) selling health, wellness, and nutrition products through independent distributors. Comparable in pure MLM GTM motion and consultant-based distribution; complementary product category overlap via Hinode's HND health and nutrition brand.
• Eudora (Grupo Boticário): Brazilian direct-selling beauty brand owned by Grupo Boticário, selling color cosmetics, skincare, and fragrances through independent consultants. Closely comparable in GTM motion (consultant network, social selling), price positioning (accessible mass), and Brazilian market focus, competing directly for the same consultant-recruitment pool.
• Tupperware Brands: Global multi-level marketing company historically selling housewares and now beauty/personal care through party-plan consultants. Comparable in pure MLM GTM motion and consultant economics; useful as a cautionary comparable given Tupperware's recent distress and bankruptcy amid weakening direct-selling demand.
• Jeunesse Global: US-based multi-level marketing company selling anti-aging skincare, wellness, and beauty products through a global distributor network. Comparable in MLM GTM model and beauty/wellness category overlap, though with a globally distributed consultant base rather than Latin American concentration.

Broad incumbents

• L'Oréal Brazil: Global beauty leader with a major Brazilian operation spanning mass, professional, luxury, and dermatological categories. Indirectly comparable as a broad incumbent competing for the same Brazilian beauty consumer across overlapping product categories (fragrances, skincare, haircare), though distributed via traditional retail rather than consultants.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CANALHINODE
• Facebookfacebook.com/Hinode.Cosmeticos.Oficial
• Instagraminstagram.com/hinodeoficial
• TikToktiktok.com/@hinode.oficial
• Xx.com/hinodeoficial
• LinkedInlinkedin.com/company/grupohinodeoficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Grupo Hinode