Kapeh

What Kapeh does

Kapeh Cosméticos e Cafés Especiais, founded on April 2, 2007, by pharmacist and biochemist Vanessa Vilela in Três Pontas, Minas Gerais (a major Brazilian coffee-producing region), develops and sells a portfolio of 170+ SKUs spanning facial care, hair care, body and bath, perfumery, men's grooming, kids/teens, home fragrance, and specialty coffee products. The company's core technology rests on a 3-year proprietary R&D program conducted with Brazilian universities, which validated the bioactive properties of green coffee extract (Extrato de Café Verde) for skin and hair applications and produced formulations including the proprietary ACC Coffee Complex used in the facial line. Raw materials are sourced exclusively from Fazenda Rancho Fundo, a 170-hectare UTZ-certified farm operated by the Família Araujo, enabling full-chain traceability from variety and harvest date through to finished product.

Kapeh monetizes through a hybrid go-to-market: a direct-to-consumer e-commerce platform (kapeh.com.br), company-owned and franchised exclusive stores that combine cosmetics retail with an in-store café experience, approximately 300 multi-brand retail points across 18 Brazilian states (farmácias, drogarias, perfumarias, aesthetics clinics, spas), an independent reseller program (Programa de Empreendedores Kapeh), Mercado Livre marketplace listings, and a dedicated B2B channel supplying hotel amenities (Programa de Amenidades) and personalized corporate gifts. Unit pricing spans R$9.90 for entry-level bar soaps to R$388.40 for premium kits, with free shipping above R$149.90 (South/Southeast) or R$299.90 (other regions), installment payment options, and a "Monte seu Presente" build-your-own-gift service supporting conversion.

The company serves primarily female consumers with secondary segments in men's grooming, kids/teens, gift buyers, and B2B clients, and differentiates on vegan/cruelty-free/paraben-free formulations, multiple international sustainability certifications, and a proprietary in-store recycling program (Retorne – Recicle – Receba). It has generated substantial earned media (394 articles in 2024 across Exame, Valor Econômico, O Estado de S. Paulo, UOL, Elle, AnaMaria, PEGN) and accumulated high-credibility founder awards, including WEF Young Global Leader (2012), Rising Talent (2014), VV Grow Fellowship (2016), and UN Women WEPs Brasil finalist (2021). Kapeh remains founder-controlled, private, and unfunded by external investors based on disclosed information.

Name

Kapeh

Legal name

Kapeh Cosméticos Ltda.

Website

https://kapeh.com.br

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Kapeh is a Brazilian private cosmetics and specialty coffee company founded in 2007 in Três Pontas, Minas Gerais, that develops green-coffee-based skincare, body care, hair care, perfumery, men's grooming, kids, and specialty coffee products across 170+ SKUs, sold via e-commerce, ~300 multi-brand retail points in 18 Brazilian states, franchised exclusive stores, resellers, and B2B hotel/corporate channels.

Ownership category

akta.pro rank

Product category

Coffee-based Natural Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Coffee and Tea Manufacturing (311920)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Beverages (2080)

akta.pro primary industry

Coffee & Tea Concentrates, Syrups & Extracts (CRADAHAI)

akta.pro secondary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Coffee-based cosmetics
• Natural skincare products
• Vegan personal care
• Specialty coffee products
• Beauty brand

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C): Kapeh generates revenue primarily through direct-to-consumer sales of its coffee-based cosmetics and personal care products via its e-commerce platform and exclusive brand stores. Products span skincare, haircare, body care, perfumery, and special coffee products, sold at unit price points ranging from R$9.90 to R$335.65 for individual items and kits up to R$388.40.
2. Franchise Revenue: Kapeh operates a franchise model (Franquia Kapeh) for exclusive brand stores that combine retail cosmetics with an integrated café experience. Franchise fees and product wholesale to franchisees contribute to revenue.
3. Wholesale / Multi-Brand Distribution: Revenue is generated through wholesale supply to approximately 300 multi-brand retail points (farmácias, drogarias, perfumarias) and independent resellers enrolled in the Programa de Empreendedores Kapeh, who purchase at wholesale prices for resale.
4. Corporate & Hospitality Supply: Kapeh supplies corporate gift products and hotel amenities (Programa de Amenidades) to business clients and the hospitality sector, generating revenue through bulk B2B orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Kapeh develops, manufactures, and sells a comprehensive line of coffee-based cosmetics and personal care products including facial care, hair care, body and bath, fragrances, men's grooming, kids/teens products, home fragrances, and specialty coffee items. The company leverages 3 years of proprietary R&D using green coffee extract (Extrato de Café Verde) and the proprietary ACC Coffee Complex to deliver vegan, cruelty-free, and dermatologically tested formulations. Products are sold direct-to-consumer through e-commerce and exclusive brand stores, and through wholesale channels including multi-brand retail, independent resellers, and B2B corporate/hospitality supply.

Product overview

Kapeh is an innovative Brazilian cosmetics company that creates products using coffee as the primary ingredient. The portfolio consists of facial care (Linha Rosto with anti-aging serums and cleansing products), fragrances (Linha Perfumaria with colognes and body mists), hair care (Linha Cabelo with shampoos and conditioners), body and bath products (Linha Corpo e Banho with soaps and moisturizers), men's grooming (Linha Homem with shaving and skincare products), teen/kids products, home fragrances (Linha Casa with diffusers and sprays), specialty coffees (Linha Cafés Especiais including capsules, drip coffee, and coffee accessories), and bundled gift sets. The company also offers B2B amenity products for hotels and corporate gifting solutions. The products are organized into sub-brands including Tradicional, Gourmet Café com Leite, Gourmet Café com Menta, Gourmet Café com Morango, and the advanced Linha Facial (ACC Coffee Complex).

Differentiator

Problem solved

Functional benefit

Products and services

• Linha Rosto (Facial Line) Anti-aging facial care products including Mousse de Limpeza Facial, Gel Creme Antissinais FPS 30, Sérum Antissinais, Sérum Área dos Olhos, Escova Facial, and Lip Gloss products leveraging the proprietary ACC Coffee Complex. Targeted at adult consumers seeking anti-aging and skincare routines.
• Linha Perfumaria (Fragrance Line) Fragrance products including Colônia Café Reserva, Colônia Café com Chocolate, Colônia Café com Morango, Água Perfumada Café Refrescante, and Água Perfumada Flor de Café in 100ml formats. Targeted at male, female, and kids consumers seeking coffee-based fragrances.
• Linha Cabelo (Hair Care Line) Hair care products including Shampoo Triativo, Shampoo para Cabelos Secos/Danificados/Tingidos, Shampoo Limpeza Profunda, Shampoo Café com Chocolate, Shampoo Café com Morango, conditioners, Creme para Pentear, and Máscara Capilar de Tratamento Intensivo. Targeted at consumers seeking coffee-based hair care with strengthening and antioxidant benefits.
• Linha Corpo e Banho (Body & Bath Line) Body and bath products including Sabonete Líquido, Sabonete em Barra Vegetal, kit sabonetes, Shower Gel Esfoliante, Hidratante Corporal, Hidratante Mãos e Pés, Óleo de Banho, Shower Oil, deodorants, mousse, gel, Manteiga Esfoliante, and esfoliantes. Targeted at daily hygiene and moisturization consumers.
• Linha Homem (Men's Line) Men's grooming products including Shampoo Triativo Masculino, Espuma de Barbear 150ml, Gel Creme Pós Barba 80g, Desodorante Antitranspirante, Hidratante Corporal Masculino, and grooming kits. Targeted at men seeking practical and functional personal care.
• Linha Teens/Kids Products for children (from age 5) and teenagers including perfumery, hair care (shampoo, conditioner, creme para pentear), body products, and accessories with flavors like Café com Chocolate and Café com Morango. Targeted at parents seeking gentle, age-appropriate personal care for kids and teens.
• Linha Casa (Home Line) Home fragrance products including Aromatizadores, Difusores de Ambientes, Spray Ambiente Flor de Café, Spray Ambiente Café Refrescante, Sabonete Líquido para Casa, and refills. Targeted at consumers seeking coffee-themed home ambiance products.
• Linha Cafés Especiais (Specialty Coffees) Specialty coffee products including Café em Cápsulas (chocolate and caramel varieties), Drip Coffee, Café em Grãos, Café Moído, Chá de Folhas de Café, Chocolate de Café, and accessories like Caneca de Porcelana and Coador de Pano. Targeted at coffee enthusiasts seeking premium Brazilian specialty coffee from Fazenda Rancho Fundo.
• Kits e Presentes (Gift Sets) Pre-curated gift kits and bundles including Kit Completo Kapeh, Kit Necessaire, Kit Juta, Kit Caixa, Cesta Gourmet, Kit Barba, and customization options through the Monte seu Presente (build-a-present) service with gift wrapping. Targeted at consumers seeking premium Brazilian-themed gifts.
• Programa de Amenidades (Hotel Amenities Program) Hotel and hospitality amenity products supplied in bulk to hotel chains throughout Brazil. Targeted at hospitality sector buyers seeking differentiated Brazilian-themed amenities with sustainability credentials.
• Vendas Corporativas (Corporate Sales) Customized corporate gifts and promotional products for business relationships, employee welcome kits, client gifting, and corporate events. Targeted at corporate buyers seeking branded Brazilian-themed gifts with sustainability credentials.
• Vale Presente (Gift Cards) Gift vouchers available in denominations starting at R$50.00 for flexible gifting. Targeted at consumers and corporate buyers seeking flexible gifting solutions.

Quantifiable outcome

• Facial line claims visibly younger skin in 28 days (Linha Facial)
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Fazenda Rancho Fundo (Família Araujo)coreStrategic or Co-development PartnerThe Família Araujo, specifically Fazenda Rancho Fundo owned by Juliano Mendonça Araujo and brothers, serves as the exclusive supplier of green coffee for all Kapeh products. The 170-hectare farm in Três Pontas, Minas Gerais holds UTZ Certified status and provides full supply chain traceability, including variety, harvest date, quality, and production inputs. This partnership is foundational to Kapeh's core value proposition of coffee-based cosmetics.
• University research partnerscoreStrategic or Co-development PartnerKapeh conducted 3 years of research and development prior to its founding in 2007 in collaboration with universities. These research partnerships scientifically validated the bioactive properties of coffee for cosmetic applications and underpinned the company's proprietary formulations. The company references ongoing university partnerships in the development of its coffee-based product line.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Natura &Co: Largest Brazilian cosmetics group with multi-brand portfolio (Natura, Avon, The Body Shop, Aesop). Most direct competitor for share of wallet in Brazil's natural and vegan cosmetics category where Kapeh competes, with comparable omni-channel and franchise-adjacent distribution patterns.
• Grupo Boticário: Major Brazilian cosmetics house operating Boticário, Eudora, and other brands at scale across thousands of retail points. Closest competitor to Kapeh in Brazilian specialty cosmetics retail and multi-brand distribution intensity.
• Frank Body: Australian-born beauty brand globally recognized for pioneering coffee-based body scrubs and skincare. The most direct international analog to Kapeh's coffee-extract-led formulation thesis, with a similar digital-first and DTC-led distribution approach.
• The Body Shop: Globally established natural and ethical beauty retailer (now under Natura &Co). Comparable positioning around vegan, cruelty-free, fair-trade-sourced ingredients and franchise/store-based distribution that closely align with Kapeh's claims and retail model.
• Eudora: Brazilian direct-sales cosmetics brand under Grupo Boticário focused on accessible pricing and digital channels. Comparable to Kapeh's mix of mass-market price points, multi-channel presence, and emphasis on B2C customer engagement.

Broad incumbents

• L'Oréal: Global cosmetics and personal-care incumbent with a meaningful Brazil presence across mass, masstige, and prestige tiers. Indirect competitor through portfolio breadth and category-level pricing pressure on Kapeh's facial-care line.
• Hinode Group: Brazilian cosmetics, fragrance, and personal care group with a multi-level and direct-sales distribution model. Operates at greater scale than Kapeh but in adjacent mass-market beauty categories with overlapping multi-channel go-to-market patterns.
• Mary Kay (Brazil): Global multi-level beauty company with established Brazilian operations. Comparable to Kapeh in reliance on independent beauty consultants for resale — analogous to Kapeh's 'Programa de Empreendedores' — and in personal-care product breadth.

Others

• 3 Corações: Major Brazilian coffee brand with retail and foodservice penetration. Comparable to Kapeh specifically on its 'Linha Cafés Especiais' specialty coffee product range and the integrated café-in-retail concept of its exclusive stores.

Emerging players

• Kopari Beauty: US-based natural and vegan beauty brand built around a single hero ingredient (coconut). Conceptually comparable to Kapeh's hero-ingredient (green coffee) strategy, online-led distribution, and broader lifestyle brand extension.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kapehcosmeticos
• LinkedInlinkedin.com/company/kapeh

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Kapeh