Bio Instinto

Name

Bio Instinto

Legal name

BIO INSTINTO

Website

https://bioinstinto.com.br

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456), 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

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH), Conditioners & Hair Masks (CRABABAB)

Keywords

• Cosmetics manufacturing
• Personal care products
• Hair care kits
• Massage ointments
• Perfume and fragrance

Headquarters

HQ city

Anápolis

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cosmetic and Perfumery Product Sales: Bio Instinto manufactures and sells cosmetics, personal hygiene products, and perfumery. The company operates with over 300 SKUs across multiple product lines including hair care, massage ointments, liquid soaps, body creams, and deodorant colognes. Products are sold through door-to-door channels, distributors, resellers, and direct-to-consumer e-commerce.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Bio Instinto manufactures and sells over 300 SKUs of cosmetics, personal hygiene products, and perfumery under multiple sub-brands (Fisiofort, Mary Life, Bebelo/Bebelinho, Dr. Chico, Dame Royale). Core categories include massage deodorant ointments, hair care kits, facial skincare mousses, perfumes, body splashes, intimate hygiene products, children's hair and body kits, and insect repellents, formulated with Brazilian botanical extracts. The company was founded in 2013, is headquartered in Anápolis, Brazil, and distributes through its own door-to-door sales network plus e-commerce.

Product overview

Bio Instinto is a Brazilian cosmetics company with over 300 products in its portfolio, operating for more than 10 years in Brazil and 4 years internationally. The company operates as a multi-brand cosmetics manufacturer and seller, with products organized into main categories: Deo Colônia (perfumes and colognes), Capilar (hair care kits, hair oils, tonics, sprays), Higiene (intimate care, intimate soaps), Massagem (massage ointments and gels), Maquiagem (makeup), Pele (body creams, exfoliants), Skincare (facial cleansers, micellar water), Infantil (children's hair and body kits under Bebelinho brand), Proteção (insect repellents), and Body Splash (body and hair fragrances). Key product lines include Fisiofort massage ointments, Mary Life perfume and skincare sub-brand, various hair care kits (Cavalo de Raça, Liso com Força, Loiro Perfeito, Mamona e Babosa), and the Bebelinho children's line. The company sells through direct sales/distribution model and focuses on natural ingredients from Brazilian flora.

Differentiator

Problem solved

Functional benefit

Brands

• Mary Life: Sub-brand specializing in perfumes (fragrances), body splashes, and personal care products. Includes signature fragrance Dame Royale honoring founder Ana Maria Alves Elias, and international-themed body splashes (Dubai, Paris, Rio de Janeiro, Las Vegas, Madri).
• Fisiofort
• Bebelo
• Dame Royale

Products and services

• Fisiofort Pomada (Massage Deodorant Ointment) Massage deodorant ointment under the Fisiofort sub-brand with 12-hour deodorant efficacy, formulated with Brazilian flora extracts to relieve muscle fatigue, improve peripheral circulation, reduce the sensation of heavy legs, and soften muscle discomfort. Marketed to consumers seeking topical relief and freshness.
• Fisiofort + Gold Pomada Premium massage ointment under the Fisiofort sub-brand featuring proprietary nanoencapsulated capsaicin technology for prolonged and efficient active-ingredient action, with 12-hour deodorant efficacy, improved circulation, and muscle fatigue relief.
• Dr. Chico Pomada Desodorante Massageadora Massage deodorant ointment named in honor of herbalist Francisco Claudino Neto (Dr. Chico), formulated with Brazilian flora extracts and offering 12-hour deodorant efficacy for muscle relief and circulation.
• Mary Life Dame Royale (Eau de Parfum) Women's signature eau de parfum featuring violet and jasmine balanced with blackcurrant and pink pepper, positioned as a tribute to fearless Brazilian women.
• Mary Life Mousse de Limpeza Facial Vitamina C Facial cleansing mousse with Vitamin C and silicone-bristle applicator, providing antioxidant and hydrating properties for normal to oily skin.
• Mary Life Mousse de Limpeza Facial Niacinamida Facial cleansing mousse with niacinamide (Vitamin B3) formulated for oily, acne-prone skin with soothing properties.
• Mary Life Mousse de Limpeza Facial Colágeno Facial cleansing mousse with collagen for all skin types, providing firming and hydrating benefits.
• Mary Life Mousse de Limpeza Facial Rosa Mosqueta Facial cleansing mousse with rose hip oil for all skin types, offering regenerative and hydrating properties.
• Mary Life Água Micelar Colágeno e Pantenol Micellar water with collagen and panthenol formulated for daily facial skin care.
• Mary Life Mousse de Higiene Íntima Intimate hygiene mousse with aloe vera, barbatimão and aroeira for gentle cleansing; sulfate-free and paraben-free.
• Bebelinho Morango Bio Instinto Kids Kit Children's hair and body kit under the Bebelinho/Bebelo sub-brand including glycerinated shampoo, conditioner, liquid soap, and cologne with strawberry scent.
• Bebelinho Algodão Doce Bio Instinto Kids Kit Children's hair and body kit with cotton candy scent, including glycerinated shampoo, conditioner, liquid soap, and cologne.
• Kit Cavalo de Raça (Hair Care) 4-item hair care kit with biotin-enriched formula for strengthening and hydration, including shampoo, conditioner, mask, and styling cream.
• Kit Capilar Liso com Força 4-item hair kit for straight hair with biotin, panthenol, and red algae extract to strengthen and control frizz.
• Kit Capilar Loiro Perfeito Hair kit for blonde, gray, bleached, and highlighted hair with keratin to maintain color, health, and shine.
• Kit Capilar Mamona e Babosa 4-item hair kit combining castor oil and aloe vera extract for deep hydration and nourishment.
• Body Splash Ameixa Body and hair fragrance spray with plum scent designed for prolonged freshness after bathing.
• Mary Life Body Splash Dubai Body and hair fragrance spray inspired by Dubai's grandeur with luxurious, sophisticated, and modern notes.
• Uso Eterno Spray Condicionante 20 Benefícios Thermally-activated conditioning spray with 20 benefits and an oil-free formula for long-lasting softness and alignment.
• Tônico Capilar Cavalo de Raça (Anti-Hair Loss Tonic) Hair tonic with biotin to stimulate scalp cells, strengthen hair, and reactivate growth as an anti-hair-loss treatment.
• Supreme Argan Oil Multifunctional argan oil with light texture for pre-shampoo treatment, heat protection, and anti-frizz finish.
• Spray Selante Liso com Força 10-benefit sealing spray with proteins and amino acids to strengthen hair and improve combing.
• Reparador de Pontas Óleo de Coco Hair tip repair product with coconut oil for deep moisturizing, nutrition, and sealing split ends.
• Óleo Reconstrutor Btox (Mary Life) Progressive reconstructor oil with avocado and macadamia essential oils providing high shine and nutrition.
• Repelente de Insetos Infantil Spray 4h Children's insect repellent spray with DEET 7.5% providing 4-hour protection against Aedes aegypti and other insects.
• Repelente de Insetos Adulto Spray 6h Adult insect repellent spray offering 6-hour protection against Aedes aegypti and other insects.

Quantifiable outcome

• 12-hour deodorant efficacy proven for massage ointment products
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hinode Group: Hinode is a Brazilian direct-sales company selling cosmetics, fragrances, and personal care through a network of independent resellers — the closest operating-model analog to Bio Instinto's door-to-door model in Brazil.
• Jequiti: Jequiti is a Brazilian direct-sales cosmetics brand with multi-category personal-care and fragrance portfolios sold through consultant networks, mirroring Bio Instinto's go-to-market and SKU breadth.
• Eudora: Eudora is the digital-first, accessible-price cosmetics brand of Grupo Boticário selling makeup, skincare and fragrances — overlapping Bio Instinto's mass-market positioning and multi-category product breadth in Brazil.
• Mary Kay (Brazil): Mary Kay operates a global beauty direct-sales model through independent consultants with multi-category skincare, fragrance, and cosmetics — comparable to Bio Instinto's distributor-led, broad-portfolio approach.

Broad incumbents

• Grupo Boticário: Grupo Boticário owns multiple Brazilian personal-care brands (O Boticário, Eudora, Quem Disse, Berenice) spanning fragrance, skincare, and cosmetics — a broad incumbent competing across nearly every Bio Instinto category.
• Natura &Co: Natura is the largest Brazilian cosmetics company with extensive direct-sales, e-commerce, and retail channels across fragrance, skincare, hair, and body — the dominant incumbent against which Bio Instinto competes.
• Avon (Natura &Co): Avon is a global door-to-door beauty brand now under Natura &Co; its Brazilian consultant-driven model and broad personal-care catalog closely parallel Bio Instinto's distribution and product strategy at much larger scale.

Emerging players

• Floral Brasil (Tupperware): Floral is the beauty and personal-care line distributed by Tupperware Brasil through its direct-sales consultant network — comparable multi-category door-to-door positioning in the Brazilian market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/bioinstinto
• Xx.com/bioinstintocosm

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Instinto