What Bio Extratus does

Bio Extratus Cosméticos Naturais LTDA is a family-owned Brazilian manufacturer and direct-to-consumer retailer of natural cosmetics, founded in 1989 in Belo Horizonte by Vera and Lindouro and now headquartered at a 32,054m² industrial complex in Alvinópolis, Minas Gerais (with an additional 15,594m² manufacturing unit and 5,597m² warehouse brought online in 2023–2024). The company sells 841 SKUs across hair care (heritage Tutano, Neutro Perolado, Jaborandi lines; the + series covering +Brilho, +Hidra, +Liso, +Nutrição, +Proteção; the premium be.use sub-brand targeting curly/coily hair types 3A–4C), ammonia-free hair color (Bio Extratus Color), body care (Bio Extratus Corpo), and accessories including the patented Michel Mercier Brush. Distribution is omnichannel: a VTEX-powered e-commerce site, native iOS/Android mobile apps, regional Bio Extratus distributors, Correios shipping partnerships, and a national physical retail footprint with store-locator functionality for both consumers and business clients; the company has had nationwide Brazilian coverage since 2005 and operates in the US and Portugal since 2008.

The revenue model is direct product sales (one-time unit purchases) to both B2C consumers and B2B resellers, with prices ranging from approximately R$11 to R$646 per SKU and installment plans up to 5x interest-free, plus PIX and boleto payment options. Manufacturing is vertically integrated with notable sustainability infrastructure: a 4,000m² solar photovoltaic plant (690,000 kWh/year; R$3M capex; ~8-year payback) that at installation was the largest private solar system in Brazil, 35,000+ trees planted on 33.9 hectares of preservation area, 11 lagoons totaling 17,000m², and ISO 14001 certification from ABNT (April 2010). The company is governed by the second generation of the founding family (Janaina, Thiago, Thiana serving as Family Business Directors), operates as a privately held sociedade limitada with no disclosed institutional investors or funding rounds, and is LGPD-compliant with a designated DPO. Strategic technology integrations are limited to standard e-commerce infrastructure: Google/Facebook SSO, Mercado Pago for payment processing and fraud detection, and cloud-hosted international server infrastructure under Brazilian Standard Contractual Clauses.

Name

Bio Extratus

Legal name

Bio Extratus Cosmetic Natural LTDA

Website

https://bioextratus.com.br

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bio Extratus is a family-owned Brazilian natural cosmetics manufacturer founded in 1989, producing 841 hair care, body care, and accessory products distributed across Brazil, the US, and Portugal via e-commerce, mobile apps, and a national distributor network.

Ownership category

akta.pro rank

Product category

Natural Cosmetics & Hair Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Shampoo & Scalp Cleansers (CRABABAA), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

Keywords

• Natural hair care
• Professional cosmetics
• Hair treatment products
• Body care cosmetics
• Beauty accessories

Headquarters

HQ city

Alvinópolis

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company operates its own e-commerce platform (bioextratus.com.br) selling cosmetic products directly to individual consumers (B2C) and business customers (B2B). Products are shipped via Correios, Bio Extratus distributors, or partner carriers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bio Extratus manufactures and sells natural cosmetic products — primarily hair care treatments (shampoos, conditioners, masks, acidifiers, oils, finishing products, dry shampoos), hair coloration, body care, and hair brushes — distributed across Brazil and selected international markets via its own e-commerce platform, regional distributors, and physical retail points. The company operates a catalog of 841 SKUs organized across multiple product lines including the be.use sub-brand for curly and wavy hair, the + series (Brilho, Hidra, Liso, Nutrição, Proteção), heritage lines (Tutano, Neutro Perolado, Jaborandi), and patented Michel Mercier brushes.

Product overview

Bio Extratus is a 100% Brazilian manufacturer and distributor of natural cosmetics, specializing in professional hair care products. The company operates a multi-brand portfolio architecture consisting of: (1) the premium be.use sub-brand targeting curly/wavy hair (types 4A-4C and 3A-3C), offering acidifying, finishing, and reconstructive products; (2) the core Bio Extratus lines including Color (ammonia-free hair color), Corpo (body care), and the + series (+Brilho, +Hidra, +Liso, +Nutrição, +Proteção) for various hair treatment needs; (3) heritage lines Tutano, Neutro Perolado, and Jaborandi which established the brand; and (4) accessories including Michel Mercier brushes. The company distributes 841 products across multiple categories including hair treatment, coloring, body care, accessories, and kits, serving both individual consumers (B2C) and businesses (B2B) through its e-commerce platform and distribution network.

Differentiator

Problem solved

Functional benefit

Brands

• be.use: Sub-brand of Bio Extratus cosmetic products.

Products and services

• be.use Product Line Premium professional hair care line targeting consumers with curly and wavy hair, including acidifying treatments, finishing products, oils, vitamins, dry shampoo, and reconstructors.
• Bio Extratus Color Ammonia-free hair coloration product line for professional hair coloring treatments.
• Bio Extratus Corpo Body care product line including body splash and body care cosmetics.
• +Brilho (Plus Brilho) Hair Treatment Line Hair care treatment line focused on providing shine and gloss to hair, part of the + series.
• +Hidra (Plus Hidra) Hair Treatment Line Hair care treatment line focused on hydration, part of the + series.
• +Liso (Plus Liso) Hair Treatment Line Hair care treatment line focused on hair straightening/smoothing effects, part of the + series.
• +Nutrição (Plus Nutrição) Hair Treatment Line Hair care treatment line focused on hair nutrition, part of the + series.
• +Proteção (Plus Proteção) Hair Treatment Line Hair care treatment line focused on hair protection, part of the + series.
• Michel Mercier Brushes Hair brushes with an exclusive patented design featuring bristles of different heights and diameters in a highly slippery material. The design massages the scalp and detangles hair without pain, pulling, or breaking strands.
• Tutano Product Line Flagship hair care product line launched in August 1992, pioneering the use of bone marrow (tutano) in cosmetic formulations for hair treatment.
• Neutro Perolado Product Line Original product line launched in 1989, enriched with vitamins A, E and D-pantenol, indicated for all hair types; the first formula created by the founders.
• Jaborandi Product Line Hair care product line featuring the Jaborandi plant, popularly known for combating hair loss; part of the original product portfolio launched in 1991.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• Empresa Brasileira de Correios e Telégrafos (Correios)coreChannel Partner/ Reseller/ DistributorOfficial shipping partner for product deliveries. Bio Extratus sends products via Correios, Bio Extratus distributors, or partner carriers. Postage authorization is issued for returns in case of product defects or customer remorse.
• Mercado PagocoreTechnology or IntegrationAnti-fraud system provider using statistical fraud propensity indicators based on transaction history and customer data. Validates that the card owner is the actual purchaser to prevent fraudulent transactions.
• Payment Gateway PartnerscoreTechnology or IntegrationPartner companies responsible for checkout technology and payment facilitation. Credit card numbers are registered directly in the card administrator's database. Payment gateway used for saved card functionality with appropriate security standards.
• Card Administradoras (Credit Card Companies)coreTechnology or IntegrationResponsible for processing credit card payments. Card data is handled directly by card administrators according to their own privacy policies. Chargeback and refund processing handled through these partners.
• Distribuidoras Bio ExtratuscoreChannel Partner/ Reseller/ DistributorRegional distribution partners that handle product fulfillment and delivery for orders outside factory-direct shipments. These distributors also handle product collection for returns and exchanges.

Scale indicators9 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• L'Oréal Brasil: L'Oréal's Brazilian division operates across haircare (Elseve, L'Oréal Professionnel, Kérastase), skincare, and cosmetics. It competes broadly with Bio Extratus in mass and professional haircare and is a key reference point for international expansion ambitions.
• Natura &Co: Natura &Co is the largest Brazilian cosmetics group (Natura, Avon, The Body Shop, Aesop). Both companies manufacture and retail natural-origin hair and body care in Brazil via direct-selling and e-commerce; Natura is the dominant incumbent competing for the same Brazilian natural-positioned consumer wallet as Bio Extratus.
• Wella Company: Wella (Wella Professionals, Sebastian, Nioxin, Clairol) is a global professional hair care company. It competes with Bio Extratus for salon and professional stylist relationships, particularly in the treatment and color categories where Bio Extratus Color and the Michel Mercier brush accessory also play.
• Grupo Boticário: Grupo Boticário is one of Brazil's largest beauty conglomerates with O Boticário, Eudora, and Quem Disse, Berenice? brands. It competes broadly with Bio Extratus across hair care, body care, and accessories via retail and direct channels in Brazil.
• Unilever Brasil: Unilever Brasil sells TRESemmé, Dove, and Sedal hair care plus Dove and Rexona body care via mass retail. It is a direct mass-market haircare competitor to Bio Extratus in Brazilian grocery, drug, and e-commerce channels.

Direct peers

• Embelleze: Embelleze is a Brazilian manufacturer of hair cosmetics (treatment, finishing, and coloring lines such as Novita and Maxton). It directly competes with Bio Extratus in mass-market hair treatment, salon-channel distribution, and affordable price-point positioning.
• Haskell Cosméticos: Haskell is a Brazilian professional hair care manufacturer with extensive treatment, color, and finishing lines distributed through salons and beauty supply retailers. It mirrors Bio Extratus's professional-channel positioning and natural-origin product story.
• Salon Line: Salon Line is a leading Brazilian hair care brand explicitly targeting curly, coily, and textured hair consumers (3A–4C). It is the closest direct competitor to Bio Extratus's be.use sub-brand, sharing the curly-hair niche, mass-to-premium pricing, and broad national salon and retail distribution.
• Inoar Cosméticos: Inoar is a Brazilian professional hair care brand specializing in smoothing, treatment, and finishing products. It overlaps with Bio Extratus's Tutano and treatment-line heritage on the salon channel and competes for the same professional hairdresser customer base in Brazil.

Others

• Procter & Gamble (Hair Care): P&G Brazil markets Head & Shoulders, Pantene, and Aussie. While not a direct specialty match, P&G sets the price and distribution benchmarks that mass Brazilian haircare brands like Bio Extratus must compete against on grocery shelves.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bioextratus
• Instagraminstagram.com/bioextratus
• TikToktiktok.com/@bioextratus

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Bio Extratus