What AMOBELEZA does

AMOBELEZA is a Brazilian direct-to-consumer beauty e-commerce platform founded in 2020 and headquartered in Barueri, São Paulo, operating under the legal name AMOBELEZA COMERCIO DIGITAL E OFFLINE LTDA (CNPJ 30.893.496/0001-30). The platform retails professional-grade haircare, perfumes, skincare, makeup, K-Beauty and personal care products from more than 200 brands including Wella Professionals, L'Oréal Professionnel, Kérastase, Davines, Moroccanoil, Keune and Redken, with a catalog of more than 4,000 SKUs spanning 472+ shampoos and 4,119+ haircare items. It serves Brazilian consumers nationwide through the amobeleza.com.br storefront, native iOS and Android applications, and WhatsApp-based customer support.

The technology stack is built on the VTEX cloud commerce platform with the storefront, product catalog, search and checkout developed and maintained by Corebiz, a digital commerce agency specializing in VTEX implementations. Customer engagement is driven by SEO-optimized educational content on hair care routines and product selection, social media presence on Instagram, Facebook and TikTok, email/newsletter campaigns with first-purchase coupons, and seasonal promotional events including Black Friday. Trust and loyalty layers include the YourViews 'Loja Confiável' seal, a cashback program, and integration with the Livelo loyalty points network.

The business model is one-time transactional retail: Amobeleza purchases products from brands and resells them directly to consumers on a per-order basis, with no disclosed subscription tier. Customer segments are horizontally distributed across use cases — women's haircare (primary), perfumes and personal care, makeup and skincare, and a smaller male grooming segment — with revenue concentrated in the Brazilian domestic market. No revenue, GMV, or funding figures are publicly disclosed.

Name

AMOBELEZA

Legal name

AMOBELEZA COMERCIO DIGITAL E OFFLINE LTDA

Website

https://amobeleza.com.br

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

AMOBELEZA is a Brazilian beauty e-commerce platform founded in 2020, selling professional haircare, perfumes, skincare, makeup, and personal care products from 200+ brands through a VTEX-powered online storefront, mobile apps, and WhatsApp support to Brazilian consumers nationwide.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

Keywords

• Online beauty retail
• Professional haircare products
• Fragrance e-commerce
• Skincare products retail
• Makeup online store

Headquarters

HQ city

Barueri

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (E-commerce): Amobeleza generates revenue through direct online sales of beauty and personal care products, including hair care, perfumes, makeup, and skincare. The platform operates as a digital retailer, purchasing products from brands and reselling to consumers. Revenue is generated on a per-transaction basis with no subscription component mentioned. Additional revenue levers include cashback programs and promotional pricing.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

AMOBELEZA operates a Brazilian direct-to-consumer e-commerce platform selling professional and premium beauty products including haircare, perfumes, skincare, and makeup from more than 200 brands. The platform lists over 4,000 SKUs organized by category, hair type, and treatment need, supported by promotional pricing, a cashback program, first-purchase discount coupons, and Livelo loyalty points integration. Customers access the catalog through the amobeleza.com.br website and native iOS and Android mobile applications, with WhatsApp and 24/7 automated service for support.

Product overview

AMOBELEZA is a Brazilian e-commerce platform specializing in beauty and personal care products, operating as a multi-category marketplace. The core offering centers on hair care products including professional shampoos, conditioners, hair masks, treatment ampoules, colorations, and styling products organized by hair type and treatment need (hydration, nutrition, reconstruction, color care). Supporting categories include perfumes (feminine, masculine, unisex), skincare (facial, body), K-Beauty, makeup, and personal care. The platform offers complementary services including discount coupons, cashback programs, and a loyalty points program (Livelo). AMOBELEZA curates products from over 100 professional and premium brands including Wella Professionals, L'Oréal Professionnel, Kérastase, Davines, Sebastian Professional, Keune, and Cadiveu Professional, positioning itself as a destination for both professional-grade and consumer beauty products.

Differentiator

Problem solved

Functional benefit

Products and services

• Cabelos (Hair Care) Comprehensive hair care product line including shampoo, conditioner, hair masks, treatment ampoules, colorations, electrical appliances (dryers, flat irons, curling irons), leave-in treatments, oils, and styling products for all hair types and concerns, sold to individual Brazilian consumers.
• Perfumes Extensive fragrance collection featuring perfumes for women, men, and unisex across formats including Parfum, Eau de Parfum, Eau de Toilette, Body Splash, and Cologne, sold to Brazilian consumers for personal use and gifting.
• Skincare Complete skincare range covering facial care (cleansers, toners, moisturizers, sunscreens, masks), eye care, lip care, and specialized treatments for different skin types including oily, sensitive, and acne-prone skin, sold to Brazilian consumers.
• K-Beauty Korean beauty product collection featuring brands such as Beauty of Joseon and other K-Beauty specialists, sold to Brazilian consumers interested in Korean skincare and beauty trends.
• Maquiagem (Makeup) Full makeup line including face products (foundation, concealer, powder, blush, contour, highlighter), lips (lipstick, gloss, lip balm), eyes (eyeshadows, eyeliner, mascara, eyebrows), palettes, accessories, and nails, sold to Brazilian consumers.
• Cuidados Pessoais (Personal Care) Body and bath products including moisturizers, body washes, exfoliators, sunscreens, deodorants, post-shave, hand and foot care, health supplements (nutricosmetics), and home fragrances, sold to Brazilian consumers.
• Cronograma Capilar Hair scheduling/timeline treatment system offering structured hair care routines with curated kits combining hydration, nutrition, and reconstruction products, sold to Brazilian consumers seeking guided hair treatment regimens.
• Cashback Program Cashback rewards program offering rebates on purchases made through the platform, available to all registered Brazilian consumers to incentivize repeat purchases.
• Discount Coupon System Discount coupon system providing exclusive promotional codes for first purchases and special offers, available to Brazilian consumers upon registration and during promotional campaigns.
• Outlet Discounted and clearance products section featuring reduced prices on selected items across the beauty and personal care catalog, available to Brazilian consumers.
• Amobeleza Mobile App (iOS and Android) Native mobile applications available on iOS (App Store) and Android (Google Play) platforms providing Brazilian consumers with mobile access to browse and purchase the full beauty and personal care catalog.

Quantifiable outcome

• 472+ shampoo products and 4,119+ hair care products listed on the platform
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• VTEXcoreTechnology or IntegrationAmobeleza's e-commerce platform is built on VTEX's cloud-based commerce infrastructure. VTEX provides the storefront technology, product catalog system, search functionality, and checkout infrastructure powering the amobeleza.com.br website. The partnership enables scalable online retail operations across Brazil.
• CorebizcoreImplementation/ SI/ Consulting PartnerCorebiz is credited as the developer of Amobeleza's e-commerce platform. As a digital commerce agency specializing in VTEX implementations, Corebiz built and maintains the online storefront, contributing to the site's technical infrastructure and digital commerce capabilities.
• LivelominorGTM or Marketing PartnerAmobeleza participates in the Livelo loyalty points program, allowing customers to earn Livelo points on purchases. This partnership provides an additional incentive for consumers who accumulate loyalty points through Livelo's partner network.
• YourViewsminorGTM or Marketing PartnerAmobeleza uses YourViews for customer review and review management services, displaying a 'Loja Confiavel' (Trusted Store) seal from YourViews on its website. This partnership builds consumer trust through verified customer reviews.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Glambox: Brazilian beauty discovery platform built around subscription sample boxes and an e-commerce store. Comparable in target customer (Brazilian beauty enthusiasts) and multi-brand product strategy, though differentiated by subscription-led discovery rather than full-line retail.

Direct peers

• Sephora Brasil: Global multi-brand beauty retailer's Brazilian e-commerce presence, offering premium skincare, makeup, fragrance, and haircare. Direct competitor to Amobeleza in the premium/professional beauty segment with stronger global brand authority and greater capital backing.
• Época Cosméticos: One of Brazil's largest pure-play beauty e-commerce platforms, distributing both premium international and Brazilian brands. Closely comparable to Amobeleza on product breadth (hair, skin, makeup, fragrance), target consumer, and resale model.
• Beleza na Web: Long-standing Brazilian online beauty retailer offering multi-brand haircare, skincare, makeup, and fragrances to consumers nationwide. Direct competitor to Amobeleza in the same product category and customer segment, with similar inventory-led marketplace of premium and professional brands.
• Netfarma (Onofre): Brazilian online retailer combining pharmacy/personal-care and beauty assortment, now part of RD (Raia Drogasil). Comparable to Amobeleza in the OTC/personal-care plus beauty crossover, with similar nationwide shipping and discount-driven acquisition model.

Broad incumbents

• Magazine Luiza (Magalu): Major Brazilian omnichannel retailer with a growing beauty and personal-care category alongside general merchandise. Overlaps with Amobeleza on haircare, fragrance, and skincare, with materially larger scale, marketplace model, and physical store footprint.
• Mercado Livre (Beauty vertical): Latin America's largest marketplace, carrying a substantial beauty and personal-care assortment from authorized sellers and brand stores. Competes with Amobeleza on price, breadth, and logistics infrastructure, but without the specialist editorial and professional-brand curation.
• Amazon Brasil (Beauty): Global e-commerce incumbent's Brazilian storefront, hosting a wide range of professional and premium beauty brands via 1P and 3P sellers. Competes on logistics, assortment, and Prime-driven loyalty, but lacks the specialist hair-care editorial and curated multi-brand experience.
• Drogasil (RD - Raia Drogasil): Brazil's largest drugstore chain, with a substantial beauty and personal-care offering across physical stores and a strong online channel. Overlaps with Amobeleza in haircare, skincare, fragrances, and dermatological brands, with the advantage of physical touchpoints and pharmacy credibility.

Regional players

• The Body Shop Brasil: Global ethical beauty brand's Brazilian retail and e-commerce operation. While single-brand, it is comparable to Amobeleza's positioning around brand-credentialed beauty and personal care at retail, though it competes only as a single brand rather than a multi-brand platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/amobelezabr
• Instagraminstagram.com/amobelezabr
• TikToktiktok.com/@amobelezabr
• Xx.com/AMOBELEZA_BR

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 AMOBELEZA