BRAÉ Hair Care

What BRAÉ Hair Care does

BRAÉ Hair Care is a Brazilian direct-to-consumer hair care brand selling consumer and professional products through its own e-commerce storefront at brae.com.br. The product portfolio spans promotional kits, the Braé.Stages treatment line, general treatment products, branded product lines, consumer-facing products, a professional-grade line targeting salons and stylists, and a discounted outlet section. The store is operated by After Click (CNPJ 58.450.630/0001-48), headquartered in Extrema, Minas Gerais, Brazil, and runs on the VTEX e-commerce platform.

The company pursues a dual-segment go-to-market: individual consumers (primary) purchase directly via the website, while hair care professionals access a dedicated professional products channel. Revenue is generated through one-time retail transactions (no subscription model), with pricing driven by promotional levers including a 20% discount code (BRAELOVER), a 5% PIX cash discount, 6x interest-free installments above R$60, and free shipping above R$219 in the South, Southeast and Central-West regions of Brazil. Customer acquisition is supported by a multi-channel social media presence across Instagram, Facebook, YouTube and TikTok, plus an email newsletter and blog content.

The underlying business is a domestically focused Brazilian retail operation with no disclosed funding rounds, no headcount data, no management team bios, and no international footprint. Public-source signals are limited to product catalog, pricing mechanics, marketing channels, and corporate identifiers, leaving revenue scale, unit economics and growth trajectory largely undetermined from the available evidence.

Name

BRAÉ Hair Care

Legal name

After Click

Website

https://lojabrae.com.br

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

BRAÉ Hair Care is a Brazilian direct-to-consumer hair care brand selling consumer and professional hair care products via its own VTEX-powered e-commerce store at brae.com.br, operated by After Click in Extrema, Minas Gerais. It serves individual consumers through promotional retail pricing and hair care professionals through a dedicated professional channel.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABALAB

Professional Hair Care (Shampoo, Conditioner, Treatments)

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

SECONDARYCRABABAB

Conditioners & Hair Masks

Consumer Products & Retail/Beauty & Personal Care/Haircare

Keywords

• Hair care products
• Professional hair care
• Hair treatment products
• Hair care e-commerce
• Salon hair products

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Retail Product Sales: BRAÉ Hair Care generates revenue through direct retail sales of hair care products to consumers via their e-commerce platform. They offer multiple product lines including treatment, kits, and professional-grade products. Revenue is transaction-based with no subscription component mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

BRAÉ Hair Care is a Brazilian hair care brand that sells its own consumer and professional hair care products through a direct-to-consumer e-commerce store at brae.com.br. The product portfolio spans multiple categories — Kits Promocionais, Braé.Stages, Tratamento, Linhas, Produtos, Produtos profissionais, and Outlet — covering treatment, styling, and salon-grade solutions. The online store is operated by After Click (CNPJ: 58.450.630/0001-48), headquartered in Extrema, Minas Gerais, Brazil.

Product overview

BRAÉ Hair Care is a Brazilian hair care brand operating as an e-commerce platform selling consumer and professional hair care products. The product portfolio is organized into multiple categories including Kits Promocionais (pre-bundled promotional sets), Braé.Stages (a dedicated product line), Tratamento (treatment products), Linhas (product families/lines), general Produtos (consumer products), Produtos profissionais (professional products for salons), and an Outlet section for discounted items. The company offers free shipping for orders above R$219 in Southern, Southeastern, and Central-Western regions of Brazil, 5% PIX discount, and installment payment options.

Differentiator

Problem solved

Functional benefit

Brands

• Braé.Stages: Product line category mentioned on the website

Products and services

• Kits Promocionais Pre-bundled promotional product sets offered at discounted prices, targeting consumers seeking value-driven purchasing options for hair care products.
• Braé.Stages Dedicated Braé product line differentiated by hair care stage or treatment progression, targeting consumers seeking staged hair treatment routines.
• Tratamento Hair treatment products designed for hair care routines, addressing specific hair health and restoration needs of individual consumers.
• Linhas Product lines or families within the Braé brand, organized by hair care solution or target consumer segment.
• Produtos General consumer-facing hair care products available for direct purchase through the Braé e-commerce store.
• Produtos Profissionais Professional-grade hair care products designed for salon use and licensed hairstylists, served through a dedicated professional products channel.
• Outlet Discounted and selected hair care products offered at reduced prices through the outlet section of the Braé e-commerce store.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Kérastase: Kérastase is a premium global professional hair care brand under L'Oréal, offering treatment and care products via salons and DTC. Comparable to BRAÉ on treatment-led hair care and dual salon/consumer positioning, but at a much higher price tier and scale.
• L'Oréal Professionnel: L'Oréal Professionnel is the global leader in professional/salon hair care with a comprehensive treatment, color, and styling portfolio. Comparable to BRAÉ's professional channel offering but operating at vastly greater scale, R&D investment, and distribution.
• Wella Professionals: Wella is a global professional hair care brand spanning color, care, and styling products sold through salons and DTC channels. Comparable to BRAÉ on professional channel focus and treatment category, with substantially greater global scale.
• Natura &Co: Natura is the largest Brazilian beauty conglomerate with a broad personal care and cosmetics portfolio including hair care lines. Comparable as a Brazilian incumbent operating hair care at scale with multi-channel distribution, dwarfing BRAÉ's DTC-only footprint.

Direct peers

• Cadiveu Professional: Cadiveu is a Brazilian hair care brand with strong salon/professional positioning, selling treatment, keratin, and color lines through both DTC and professional channels. Comparable to BRAÉ on geography, professional-channel focus, and treatment-led product strategy.
• Lola Cosmetics: Lola Cosmetics is a Brazilian DTC hair care brand offering shampoos, treatments, and styling products directly to consumers via its own e-commerce site. Closely mirrors BRAÉ in target market (Brazilian consumers), channel mix (DTC + social), and product breadth across consumer and professional tiers.
• Inoar Cosméticos: Inoar is a Brazilian professional hair care brand offering treatments, keratin products, and styling lines. Comparable to BRAÉ as a Brazilian-based brand operating across consumer and salon/professional segments with treatment as a core product category.
• Salon Line: Salon Line is a major Brazilian hair care brand selling treatments, styling, and haircare products through DTC and mass retail channels. Comparable to BRAÉ on Brazilian market focus and treatment-led consumer positioning, with broader retail distribution.
• Truss Hair: Truss is a Brazilian professional hair care brand offering treatment and styling products primarily to salons and end consumers. Directly comparable to BRAÉ on geography, product category (treatment-focused hair care), and dual consumer/professional go-to-market.

Emerging players

• Function of Beauty: Function of Beauty is a DTC personalized hair care brand offering customized shampoo, conditioner, and treatments direct-to-consumer online. Comparable to BRAÉ on DTC-first e-commerce distribution and treatment-led product mix, with a different value proposition (personalization vs. brand-led assortment).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/c/braehaircare
• Facebookfacebook.com/braehair
• Instagraminstagram.com/braehaircare
• TikToktiktok.com/@braehouse
• LinkedInlinkedin.com/company/braehaircare

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 BRAÉ Hair Care