Flora

What Flora does

Flora Produtos de Higiene e Limpeza S/A is a Brazilian consumer packaged goods company headquartered in São Paulo and operating as a wholly-owned subsidiary of J&F Group (the holding company that also controls JBS). Founded in 1980 by José Batista Sobrinho, Flora operates 14 commercial brands spanning personal care (Francis, Albany, Phytoderm, Vyvedas, Hydratta, Phyto Parfums, No Inset), hair care (Neutrox, OX Cosméticos, Kolene, Karina), and home care and insecticides (Minuano, Brisa, Assim, Mat Inset). Its product portfolio includes more than 300 SKUs across bar soaps, liquid soaps, deodorants, shampoos, conditioners, treatments, styling products, laundry detergents, surface cleaners, fabric softeners, and insect repellents, with proprietary formulation technologies such as OX Beleza Duradoura (sequential release for up to 120-hour hydration), Francis 24-hour active fragrance technology, and Hydratta 72-hour repair formulas.

Flora runs one of Brazil's largest national industrial platforms in the sector, with manufacturing plants in Luziânia (Goiás), Itajaí (Santa Catarina), and Maceió (Alagoas), plus 11 robotized bar soap production lines and a dedicated R&D laboratory in the São Paulo metropolitan area. Its Flora B2B unit is the principal producer of bar soaps and soap base mass in Brazil, serving third-party brands with private label and contract manufacturing using flexible packaging formats.

Flora generates revenue primarily through branded CPG sales via traditional retail, modern trade, drugstores, perfumeries, and Cash & Carry channels, reaching over 280,000 points of sale across 1,130 cities in Brazil. It operates the proprietary CompraFlora.com.br e-commerce platform and the Minuano Rende+ consumer app, with brand-level retail exclusivity contracts at Drogaria São Paulo, Drogarias Pacheco, and Farmácias Pague Menos for select product lines. The company reported revenue of approximately R$2.2 billion in 2022, employs more than 2,400 people, and ships over 28 million boxes annually. Pricing is positioned in the budget to mass-market tier, with individual consumer products typically priced under R$50.

Name

Flora

Legal name

Flora Produtos de Higiene e Limpeza S/A

Website

https://flora.com.br

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Flora is a Brazilian consumer packaged goods company that manufactures and sells personal care, hair care, home care, and insecticide products across 14 brands — including Minuano, Francis, Neutrox, OX Cosméticos, and Albany — serving mass-market Brazilian consumers through 280,000+ retail points of sale and a B2B soap manufacturing unit.

Ownership category

akta.pro rank

Product category

Consumer Packaged Goods (Personal Care and Home Care)

NAICS

Soap and Cleaning Compound Manufacturing (32561), 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

Personal Hygiene & Bath & Body Distribution (CRAOAEAH)

akta.pro secondary industries

Tissue & Hygiene Paper Distribution (IMAMAIAH), Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA), Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Personal care products
• Home care products
• Hair care products
• Bar soap manufacturing
• Consumer packaged goods

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer packaged goods (CPG) – Retail: Flora generates revenue through the sale of branded consumer goods (cosmetics, personal hygiene, home care) to retailers, wholesalers, and pharmacies across Brazil. Products are sold through traditional trade, modern trade, drugstores, and perfumeries. Revenue is also generated through own e-commerce platform CompraFlora.com.br and marketplace listings.
2. B2B Industrial Manufacturing – Private Label/Contract Manufacturing: Flora B2B unit specializes in private label production of bar soaps, soap base mass, and bar soaps for third-party brands. Operates 11 robotized production lines with capacity to serve small, medium, and large volume clients. As part of J&F Group, it has high-scale supply chain and follows rigorous quality standards.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Flora manufactures and sells a portfolio of over 300 consumer packaged goods under 14 commercial brands spanning personal hygiene, hair care, skin care, home care, laundry, and insect repellents for mass-market Brazilian consumers, distributed through traditional retail, pharmacies, perfumeries, Cash & Carry, own e-commerce, marketplaces, and brand stores. Through its Flora B2B unit, the company also provides private label and contract manufacturing of bar soaps and soap base mass for third-party brands, operating 11 robotized production lines since 1990 as Brazil's principal soap and base mass producer.

Product overview

Flora is a Brazilian consumer goods company with a diversified portfolio of 14 commercial brands spanning home care, personal care, hair care, and insecticides. The company's product portfolio is organized around distinct brand identities: home care brands include Minuano (cleaning, disinfection), Brisa (fabric care), and Assim (laundry products including professional lines); personal care brands include Francis (skin care, Brasilidades line), Albany (Perfumes da Natureza skin care), Phytoderm, Vyvedas (natural ingredients), and Hydratta (hydration); hair care brands include Neutrox, OX Cosméticos, Kolene (treatment products, Nutri Bond, Kids lines), and Karina (hair perfumes); and insecticide brands include Mat Inset and No Inset. Flora also operates a B2B contract manufacturing unit for soap production. The company distributes across Brazilian retail, wholesale, e-commerce, and pharmacy channels, with manufacturing facilities in São Paulo, Minas Gerais, and Rio Grande do Sul states, and operates five distribution centers nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Minuano: Home care cleaning products including bar soap, liquid detergent, laundry detergent, fabric softener, disinfection, surface cleaners, bleach, kitchen cleaners, floor cleaners.
• Francis
• Neutrox
• Albany
• OX Cosméticos
• Brisa
• ASSIM
• Phytoderm
• Kolene
• Karina
• Vyvedas
• Mat Inset
• Hydratta
• No Inset
• Phyto Parfums
• Flora B2B
• CompraFlora

Products and services

• Minuano (Home Care Brand) Flora's home care brand offering bar soap, liquid detergent, laundry detergent, fabric softener, disinfection, surface cleaners, bleach, kitchen cleaners, floor cleaners, and glycerinated cleaning products for Brazilian households.
• Francis (Personal Care Brand) Flora's personal care brand offering bar soaps, liquid soaps, body lotions, deodorants (with 24h fragrance and 72h anti-perspirant protection), fine perfumery, hand sanitizer, hand cream, and the Brasilidades liquid soap line.
• Neutrox (Hair Care Brand) Flora's hair care brand offering multiple product lines for hydration, nourishment, strength, purification, curls and waves, and sun/sea/pool protection, with thermal protection and UV filter across all lines.
• Albany (Bar Soap Brand) Flora's family bar soap brand offering bar soaps, liquid soaps, and perfumed soaps, including the Perfumes da Natureza line. Ranked among the top 3 brands by household penetration in Brazil in the Brand Footprint 2025 ranking.
• OX Cosméticos (Hair Care Brand) Flora's hair care cosmetics brand offering shampoo, conditioner, treatments, leave-in products, hair oils, serums, acidifying treatments, peptide line, glycolic acid line, VitaGlow line with Mari Maria, Gloss Repair line, OX Glow Duo limited editions, and Science Gloss Repair line.
• Brisa (Home Care Brand) Flora's home care brand offering cleaning bar soap, fabric softener, and related fabric care products.
• ASSIM (Laundry Care Brand) Flora's laundry care brand offering liquid detergent, concentrated fabric softener, stain remover bars and powder, and the ASSIM Professional line for commercial buyers via Cash & Carry (atacarejo).
• Phytoderm (Personal Care Brand) Flora's personal care brand offering bar soaps, liquid soaps, body wash, colognes, body splash, perfumed waters, and liquid soap dispensers.
• Kolene (Hair Care Brand for Curly/Coily Hair) Flora's hair care brand for curly, coily, and wavy hair offering shampoo, conditioner, masks, leave-in, curl creams, detanglers, styling gel, hair serum, infant line, African oils line (Nutri Bond), and the Kolene Kids line co-created with Treloso (Vitarella).
• Karina (Hair Finishing Brand) Flora's hair finishing and styling brand since 1982 offering hairspray, dry shampoo, mousse, root touch-up spray, hair perfume, and heat protection products. Karina hair perfumes have been an exclusive launch at Drogaria São Paulo through 2026.
• Vyvedas (Natural Cosmetics Brand) Flora's cosmetics brand emphasizing natural and vegan ingredients, offering perfumes, shampoos, conditioners, moisturizers, soaps, multifunctional oils, nutricosmetics, essential oils, and aromatic diffusers.
• Mat Inset (Insect Control Brand) Flora's insecticide and insect repellent brand offering aerosol, electric repellent (including liquid electric repellent format), spiral formats, and indoor insect control products.
• Hydratta (Body Moisturizing Brand) Flora's body moisturizing brand offering body lotions, fragrance-free body lotions, and bar soaps with the proprietary Hydratta Essential Repair Technology (72-hour hydration with ceramides).
• Phyto Parfums (Personal Care Brand) Flora's personal care brand offering bar soaps, liquid soaps, and body washes under the Phyto Parfums line.
• No Inset (Hair Care Insect Repellent Brand) Flora's specialized brand offering hair care insect repellents.
• Flora B2B — Private Label and Contract Manufacturing Flora's B2B business unit specialized in private label and contract manufacturing of bar soaps, soap base mass, and bar soap products for third-party brands and retailers. Operates 11 robotized production lines (since 1990) with flexible packaging options (flow pack, folding box, wrap paper) and serves small, medium, and large volume clients as part of the J&F Group supply chain.
• CompraFlora (E-commerce Direct-to-Consumer Platform) Flora's proprietary direct-to-consumer e-commerce platform that sells all Flora brands directly to Brazilian consumers nationwide.

Quantifiable outcome

• R$ 2.2 billion revenue in 2022
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

13 partnerships are on record, tiered core and minor.

• BenhubcoreGTM or Marketing Partner · 1 April 2026Benhub is the creative agency responsible for developing the creative concept and visual identity for Minuano's Glicerinada Line campaign, including packaging design. Founded by Cristiano Franco (CCO) and Thais Maranha (CBO). Full service modular 100% remote agency.
• Alan ViviancoreGTM or Marketing Partner · 1 April 2026Alan Vivian, hair stylist and brand ambassador for Karina, co-created the brand's new hair perfume line. He participated in the in-store activation at Drogaria São Paulo Morumbi Shopping on April 25, 2026.
• Mari MariacoreStrategic or Co-development Partner · 1 March 2026Mari Maria is Flora's brand ambassador for OX Cosméticos and co-creator of multiple product lines including OX Vita Glow, OX Glow Duo, and OX Science Gloss Repair. She participated in formula development, fragrance selection, and packaging design. Her collaboration includes product co-creation across OX's key launches.
• Camilla de LucascoreStrategic or Co-development Partner · 1 October 2025Camilla de Lucas co-created the Kolene Nutri Bond by Camilla de Lucas line, which includes seven African oils and exclusive bio-stimulating hair growth technology. She traveled to South Africa with Flora's R&D team to identify ancestral natural ingredients for the formulations.
• Treloso (Vitarella)coreGTM or Marketing Partner · 1 October 2025Kolene and Treloso (the best-selling filled cookie brand in Brazil, owned by Vitarella) co-created the Kolene Treloso – Nutrição & Brilho line for children (ages 3-12). The edition-limited products feature a chocolate cookie fragrance inspired by Treloso. Available exclusively in Northeast Brazil.
• Tardezinha (Turne)coreGTM or Marketing Partner · 1 January 2025Neutrox partnered with the Tardezinha tour (celebrating 10 years as Brazil's largest music tour) for a co-branded 'Sol, Mar e Tardezinha' product line. Partnership includes product sales at 19 shows across Brazil, distribution of 200+ tickets in 15 cities, digital influencer content, and sampling activations.
• WMcCanncoreGTM or Marketing Partner · 1 October 2024WMcCann is the advertising agency that created Francis's new deodorant campaign featuring Iza. The campaign 'Inspira e Vai' was disseminated across major digital channels in Brazil.
• IzacoreGTM or Marketing Partner · 1 October 2024Iza is Francis's brand ambassador and featured in the 'Inspira e Vai' campaign for Francis's new deodorant line. She has over 21 million followers on Instagram and participated in the campaign in the role of a scientist testing the products.
• Shopping EldoradominorChannel Partner/ Reseller/ Distributor · 1 July 2024Vyvedas brand operates a kiosk in Shopping Eldorado (1st floor, Pinheiros, São Paulo). The store sells the brand's portfolio including perfumes, shampoos, conditioners, moisturizers, soaps, multifunctional oils, nutraceuticals, essential oils, and aromatic diffusers.
• Confederação Brasileira de Ginástica (Brazilian Gymnastics Confederation)coreGTM or Marketing Partner · 1 January 2024Neutrox is an official sponsor of the Brazilian Gymnastics Confederation, with ambassadors Flávia Saraiva, Jade Barbosa, and Júlia Soares (2024). Partnership supports Neutrox's 50th anniversary celebrations and 'Brasileire-se com Neutrox' campaign.
• Louder Influenciadores (Influencer Agency)minorGTM or Marketing Partner · 1 May 2021Louder Influenciadores agency created the #BondeKolene campaign, assembling 40 digital content creators from different regions of Brazil with combined reach of over 1.5 million followers. Campaign included product testing and monthly digital challenges.
• Ivete SangalocoreGTM or Marketing Partner · 1 January 2021Ivete Sangalo is Neutrox's brand ambassador since 2021, starring in activations and campaigns. Announced during her Mother's Day live stream which was sponsored by the brand.
• CBF (Confederação Brasileira de Futebol) – Projeto OrigenscoreGTM or Marketing Partner · 1 January 2021Albany is official sponsor of CBF Origens project, present in four major national youth football competitions (Sub-17 and Sub-20 Championships and Copa do Brasil for both categories). Albany branding appears on LED panels and advertising boards at games broadcast on SporTV and Band.

Scale indicators9 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Unilever Brasil: Brazilian subsidiary of Unilever, competing directly in bar soaps (Lux, Dove), deodorants (Rexona), hair care (TRESemmé, Dove), and home cleaning. Largest multinational competitor in Flora's core categories.
• Reckitt Brasil: Brazilian operations of Reckitt (Dettol, Lysol, Veja, Vanish). Overlaps with Flora's home cleaning and disinfection brands (Minuano surface disinfection line).
• Natura &Co: Brazil's largest cosmetics and personal care company (Avon, Natura, The Body Shop, Aesop). Directly comparable as a Brazilian mass-market beauty and personal care company selling through direct sales, retail, and e-commerce across multiple brands.
• Colgate-Palmolive Brasil: Brazilian subsidiary competing in oral care and personal hygiene. Overlaps with Flora's bar soap and deodorant categories, particularly through pharmacy distribution.
• L'Oréal Brasil: L'Oréal's Brazilian subsidiary competing in hair care (Elseve, Garnier) and skin care. Direct overlap with Flora's Neutrox, Kolene, and OX Cosméticos brands in mass-market hair care.
• Grupo Boticário: Brazilian cosmetics and personal care conglomerate with brands like O Boticário, Eudora, and Quem Disse, Berenice?. Comparable multi-brand beauty and personal care operator in Brazil with mass-market reach and similar distribution through pharmacies and retail.
• Hypera Pharma: Brazilian pharmaceutical and consumer health company with consumer products division (formerly Hypermarcas). Comparable Brazilian CPG platform with portfolio of personal care brands sold through pharmacy and mass channels.
• Procter & Gamble Brasil: Brazilian operations of P&G competing in hair care (Pantene, Head & Shoulders), deodorants, and home cleaning. Direct competitor in personal care categories where Flora's brands compete.
• Henkel Brasil: Brazilian subsidiary of Henkel, competing in laundry and home care (Procter, Dixan, Bref). Direct competitor in Flora's Minuano, Brisa, and Assim home care brands.

Others

• Ypióca / Multióleos (GranBio): Brazilian consumer goods/bioproducts company. Included as a regional comparable providing raw materials and adjacencies in the Brazilian CPG ecosystem, though not directly competitive with Flora's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/floracosmeticoselimpeza
• LinkedInlinkedin.com/company/flora-cosmeticos-e-limpeza
• Instagraminstagram.com/floracosmeticoselimpeza

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries26 records

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 Flora