Dana Cosméticos
Dana Cosméticos is a privately held Brazilian direct-to-consumer personal care company operating five owned brands — Herbíssimo (deodorants), Tabu (fragrances), Depilsam (depilation), bluz, and Tênis Sec (foot care) — through its e-commerce storefront, serving Brazilian female, male, and professional depilation consumers.
- Company typePrivate
- Founded1956
- HeadquartersSão Paulo, Brazil
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Dana Cosméticos does
Dana Cosméticos is a Brazilian direct-to-consumer personal care company operating as Perfumes Dana do Brasil S.A. Founded in 1932 in Barcelona, Spain, with Brazilian operations established in 1956 and the local legal entity spun out in 2005, the company is headquartered in São Paulo with 101-250 employees. It is privately held, with controlling shareholding transferred in 2017 to Jayme Garfinkel — the controlling shareholder of Porto Seguro, one of Brazil's largest insurance groups.
The company sells a multi-brand personal care portfolio through its own e-commerce storefront (danacosmeticos.com.br), running on the VTEX platform. Its owned brands span deodorants and antiperspirants (Herbíssimo — the claimed leader in the Brazilian cream deodorant segment — plus Tabu and Tabu Collection), depilatory products (Depilsam, including creams, waxes, ready-to-use sheets, and pre/post-care solutions), and foot care (Tênis Sec) and personal care (bluz). Underlying product technology is rooted in formulation chemistry: dermatologically-tested formulas, aluminum-free aerosols using marine magnesium of ultra-high purity (Aero Zero Alumínio line), invisible-gel technology with 96-hour protection, and axillary skin-care actives (vegetable glycerin, sunflower oil). The most recent launches (Invisible Gel, Aero Zero Alumínio) are dated 2024.
Revenue is generated exclusively through one-time B2C unit sales, distributed via the owned storefront to Brazilian consumers across all five regions. Pricing tiers span R$5.99 (entry depilatory sheets) to ~R$75.60 (deodorant kits), with installment payment options (up to 6x credit, 4x PIX), a 5% PIX discount, free shipping above R$50 in the Southeast and R$100 in other regions, and kit/bundle SKUs at up to 15% promotional discount. Customer segments are predominantly female end consumers, with secondary targeting of male consumers (Depilsam Men Sport, masculine Herbíssimo kits) and professional depilation services. Marketing relies on Instagram, Facebook, TikTok, and YouTube brand accounts plus email/newsletter, with no disclosed retail or marketplace distribution beyond the owned storefront.
Dana Cosméticos firmographics
Firmographics- Name
- Dana Cosméticos
- Legal name
- Perfumes Dana do Brasil S.A.
- Website
- https://danacosmeticos.com.br
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Dana Cosméticos is a privately held Brazilian direct-to-consumer personal care company operating five owned brands — Herbíssimo (deodorants), Tabu (fragrances), Depilsam (depilation), bluz, and Tênis Sec (foot care) — through its e-commerce storefront, serving Brazilian female, male, and professional depilation consumers.
- Ownership category
- akta.pro rank
Dana Cosméticos industry classification
Industry- Product category
- Personal Care and Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Deodorants & Antiperspirants (CRADANAA)
- akta.pro secondary industries
- Deodorants & Antiperspirants (CRABADAB), Professional Skincare & Facial Treatments (CRABALAF), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)
Keywords
Where Dana Cosméticos is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Dana Cosméticos business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Product Sales: Dana Cosméticos generates revenue through direct-to-consumer e-commerce sales of personal care products including deodorants, depilatory products, fragrances, and body care items. Products are sold at one-time purchase prices with installment payment options.
- Multi-Brand Portfolio Sales: Revenue is generated across multiple brands (Herbíssimo, Tabu, Depilsam, bluz, Tabu Collection) covering different product categories from deodorants to depilatories, allowing cross-selling and market penetration across various consumer segments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard individual product pricing with installment options |
| Unit Pricing | Pay-as-you-go | Kit/Bundle pricing with volume discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Dana Cosméticos product offering
Product offeringCore offering
Dana Cosméticos is a multi-brand Brazilian personal care company that manufactures and sells deodorants and antiperspirants, depilatory products, perfumes, and foot care items under owned brands including Herbíssimo, Tabu, Depilsam, Tabu Collection, bluz, and Tênis Sec. The products are marketed as dermatologically tested, vegan/aluminum-free options with extended wear claims and are distributed primarily through the company's own e-commerce portal, danacosmeticos.com.br, with payment options such as credit card installments, PIX, and boleto bancário.
Product overview
Dana Cosméticos operates a multi-brand e-commerce platform (danacosmeticos.com.br) offering personal care products under brands Herbíssimo, Tabu, Depilsam, Tabu Collection, and bluz. The portfolio includes deodorants and antiperspirants in gel, aerosol, roll-on, spray, and cream formats; depilation products including creams, waxes, sheets, and pre/post-care solutions; foot care with talcs; perfumes; and bundled kit offerings. Herbíssimo dominates the deodorant segment with innovations like Invisible Gel (96h protection) and Zero Alumínio (aluminum-free with marine magnesium). Depilsam serves the hair removal market with professional-grade creams and waxes. Products are dermatologically tested and feature natural active ingredients.
Differentiator
Problem solved
Functional benefit
Brands
- Herbíssimo: Leading brand in cream deodorants, also offering aerosol and gel formats with natural active ingredients.
- Depilsam
- Tabu
- Tabu Collection
- bluz
Products and services
- Herbíssimo (deodorants and antiperspirants line) Premium deodorant and antiperspirant sub-brand offering gel, aerosol, roll-on, spray, and cream formats with dermatologically tested formulas, natural active ingredients, and up to 96h protection for Brazilian consumers.
- Tabu (classic deodorants and fragrances line) Classic deodorant and fragrance sub-brand with a long Brazilian heritage, offering spray-format deodorants with floral fragrances and traditional antiperspirant protection for all-day freshness.
- Depilsam (depilation line) Comprehensive hair-removal sub-brand offering creams, waxes, sheets, and pre/post-depilation care products for both end consumers and professional depilation providers, with dermatologically tested formulations.
- Tabu Collection (fragrance collection) Perfume and cologne collection featuring Tabu's signature fragrances in premium packaging for consumers seeking distinctive scents.
- Tênis Sec (foot care line) Specialized foot care sub-brand offering talcum powder and foot care products for daily hygiene and moisture management.
- bluz (personal care line) Personal care sub-brand within the Dana portfolio targeting the Brazilian consumer personal care segment.
- Herbíssimo Invisible Gel Gel-format invisible deodorant offering 96h protection and extended hydration; free of colorants, parabens, petrolatos, mineral oil, paraffin, and vaseline; immediate drying texture with natural deodorant actives.
- Herbíssimo Aero Zero Alumínio Aluminum-free aerosol deodorant using marine magnesium technology with 100% vegan formulas providing 72h protection and hydration without aluminum, petrolatos, or silicones; leaves no residue on armpits or fabrics.
- Herbíssimo Care Roll-On Underarm care deodorant line featuring skin brightening technology with sunflower oil and vitamin E; provides 72h protection and hydration while renewing natural skin tone; alcohol-free.
- Depilsam Creme Depilatório Cream depilatory products for facial and body hair removal formulated with Aloe Vera or Karité butter; dermatologically tested, suitable for normal and sensitive skin; gentle and painless hair removal.
- Depilsam Cera Cremosa de Micro-Ondas Microwave-ready creamy wax for facial and body hair removal containing beeswax and Argan oil or Karité butter; prepares in 30 to 80 seconds; hydrates and protects skin during depilation.
- Depilsam Folhas Prontas Ready-to-use pre-heated depilatory sheets for facial and body application; made from natural fibers, disposable and hygienic; adheres well to hair for quick and practical hair removal.
- Depilsam Pré e Pós Depilação Pre and post-depilation care products including cleansing lotions, wax removers, and soothing gels formulated with cotton extract, calendula, and chamomile to prevent irritation and hydrate skin.
- Kits (bundled products) Bundle offerings combining multiple products from various Dana brands at discounted prices, including deodorant kits, depilation kits, and mixed-brand gift sets for practical shopping.
Quantifiable outcome
- 96 hours of protection against sweat and odor (Herbissimo Invisible Gel)
- +2 more outcomes
Companies that use Dana Cosméticos
Customer profileSegments3 records
Ideal customer profiles2 records
Dana Cosméticos technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Dana Cosméticos partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Dana Cosméticos competitors and assessment
Company assessmentDirect peers
- Natura &Co: Brazilian-listed cosmetics and personal-care conglomerate with Avon, The Body Shop and Natura brands across deodorants, fragrances and body care. Directly comparable given shared Brazilian heritage, multi-brand portfolio, and personal-care category overlap with Dana's Herbíssimo, Tabu and Depilsam lines.
- Grupo Boticário: Brazilian privately-held CPG with deep portfolio across fragances, personal care and cosmetics. Comparable to Dana as a Brazilian multi-brand personal-care company competing for the same feminine consumer base in deodorants, body care and fragances.
- Granado Pharmácias: Heritage Brazilian pharmacy brand founded 1870 offering personal care, colognes and natural grooming products. Directly comparable to Dana given similar heritage positioning, dermatologically tested product range, and iconic legacy brands like Phebo that compete with Tabu.
- Avon Brasil: Brazilian personal-care and fragrance multi-level-marketing giant with broad female-customer reach. Closely comparable to Dana given shared feminine personal-care focus, fragrance-led portfolio, and Brazilian direct-to-consumer-led model.
Broad incumbents
- Unilever Brasil: Brazilian arm of global CPG giant with dominant deodorant brands Rexona, Dove and Axe. Closely competes with Dana's Herbíssimo in Brazilian deodorant aisles, providing the major incumbent benchmark for category share and innovation pace.
- Beiersdorf (Nivea): Global personal-care major with strong Brazil presence through the Nivea deodorant and body-care lines. Direct competitor in aerosol and roll-on deodorants where Herbíssimo competes, with much larger R&D and media budgets.
- Procter & Gamble Brasil: Global CPG incumbent with Old Spice and Gillette deodorants plus body care. Comparable as a Brazilian deodorant competitor with vastly broader retail distribution, constraining Dana's segment-share expansion.
- L'Oréal Brasil: Brazilian operations of global beauty conglomerate with extensive brand portfolio across makeup, skincare and fragrance. Comparable as a broad incumbent operating in adjacent personal-care categories where Dana's Tabu Collection fragrance line competes.
- Reckitt Benckiser (Brasil): Global consumer-health major with Brazilian portfolio spanning personal hygiene, depilatory and home care. Comparable as a broad incumbent competitor in depilatory and hygiene categories where Depilsam operates.
Emerging players
- Hinode: Brazilian direct-sales CPG with personal care, fragances and beauty products. Comparable as a Brazilian CPG with multi-brand portfolio and direct-sales distribution model that competes for similar middle-income Brazilian consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Dana Cosméticos social profiles
Digital presenceDana Cosméticos compliance and trust
Trust signalCompliance3 records
Dana Cosméticos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dana Cosméticos leadership team
Management profileNumber of profiles
Dana Cosméticos subsidiaries and ownership
Company hierarchySubsidiaries5 records
Dana Cosméticos funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dana Cosméticos M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dana Cosméticos
What does Dana Cosméticos do?
Dana Cosméticos is a multi-brand Brazilian personal care company that manufactures and sells deodorants and antiperspirants, depilatory products, perfumes, and foot care items under owned brands including Herbíssimo, Tabu, Depilsam, Tabu Collection, bluz, and Tênis Sec. The products are marketed as dermatologically tested, vegan/aluminum-free options with extended wear claims and are distributed primarily through the company's own e-commerce portal, danacosmeticos.com.br, with payment options such as credit card installments, PIX, and boleto bancário.
Is Dana Cosméticos a public or private company?
Dana Cosméticos is a private company. It is classified as corporate owned and is currently operating.
When was Dana Cosméticos founded?
Dana Cosméticos was founded in 1956. It employs 101 to 250 people.
Where is Dana Cosméticos based?
Dana Cosméticos is headquartered in São Paulo, Brazil, in the Latin America region.
How does Dana Cosméticos make money?
Two revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are multi-Brand Portfolio Sales.
Who are Dana Cosméticos's main competitors?
Direct peers on record are Natura &Co, Grupo Boticário, Granado Pharmácias and Avon Brasil. Broad incumbents are Unilever Brasil, Beiersdorf (Nivea), Procter & Gamble Brasil, L'Oréal Brasil and Reckitt Benckiser (Brasil). Hinode is listed as an emerging player.
Does Dana Cosméticos have an API?
No public API is recorded for Dana Cosméticos.
What industry is Dana Cosméticos in?
Dana Cosméticos's product category is Personal Care and Cosmetics. Its primary akta.pro industry code is CRADANAA, Deodorants & Antiperspirants, with a secondary code of CRABADAB, Deodorants & Antiperspirants. Its NAICS code is 456120 and its SIC code is 2844.