Harus

What Harus does

Harus (Harus Indústria da Hospitalidade) is a privately held Brazilian B2B supplier of hospitality solutions, headquartered in Franca, Brazil, and operating for over 30 years. The company serves hotels, resorts and accommodation establishments with a complete procurement ecosystem that spans personal-care amenities, sustainable dispensers, food and beverage items, cleaning and sanitization products, and bed/bath/equipment from partner brands. Own-brand lines include Alma Brasil (with 15+ sub-lines spanning Vegan, Spa, Argan, Amazonian fruits, Braille, Luxury and others), the "Amenities Harus" portfolio (Regina Segui, Carla Guerra, Momento Bem-Estar, Kantharus, Vida, BPL), and Harus by Carla Guerra for cleaning. Exclusive and premium distribution agreements with L'Occitane, Natura/Ekos, O Boticário, Costa Brazil, Jacques Janine and Vinotage allow Harus to deliver tiered "Amenities Especiais" to luxury and upscale hotels.

Commercially, the company runs an enterprise field-sales GTM targeting hotel chains (including Hilton, Marriott, JW Marriott, Accor/Ibis, Holiday Inn, Best Western, BlueTree, Bourbon, Fasano, Transamerica, Golden/Royal Tulip, AC Hotels, BeachPark, Costão do Santinho, Pestana, Vila Galé, Serhs) through quote-based multi-year procurement contracts accessed via the company website. The technology backbone is industrial rather than digital: biodegradable dispenser systems with Green Seal certification positioned to deliver 30–60% client cost savings, plastic-free eco-solid amenity formats, and accessible Braille packaging, with formulation and branding customization as a service offering. More recently, Harus has added Harus.IA, an AI-enabled guest-journey software layer, expanding beyond physical products into hotel technology, though technical depth of this offering is not publicly detailed. Geographic footprint is single-country (Brazil), with no disclosed international expansion, and revenue is not publicly disclosed.

Name

Harus

Legal name

Harus Indústria da Hospitalidade

Website

https://harus.ind.br

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Harus is a privately held Brazilian B2B supplier of hospitality amenities, sustainable dispensers, food, cleaning products and equipment, serving hotels and resorts across Brazil through enterprise contracts and a 30-year market-leading position.

Ownership category

akta.pro rank

Product category

Hospitality Amenities

NAICS

Linen Supply (812331)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Investment Sales Brokerage (BPAJABAI)

Keywords

• Hotel amenities supplies
• Hospitality personal care
• Sustainable amenity dispensers
• Hotel bed bath linens
• Hospitality food products

Headquarters

HQ city

Franca

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Amenities B2B Sales: Sale of hotel amenities including soaps, shampoos, conditioners, body lotions, and personal care products to hotels and hospitality establishments. Products sold in bulk quantities with customization options for hotel branding.
2. Customized/Personalized Products: Custom-developed products with hotel brand customization. Customers specify their product requirements and Harus delivers tailored solutions.
3. Hotel Equipment and Supplies: Sale of hospitality equipment including bed linens, bath products, electronics, and operational supplies through partner brands.
4. Food Products (Harus Food): Range of food products including butter, margarine, cheeses, snacks, chocolates, and condiments for hospitality establishments in partnership with renowned food brands.
5. Sanitization Products: Harus by Carla Guerra line of cleaning and hygiene products for hospitality establishments including disinfectants, detergents, and odorizers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Harus is a Brazilian B2B hospitality solutions provider that manufactures, customizes, and distributes hotel amenities (soaps, shampoos, conditioners, lotions), sustainable biodegradable dispensers, food products, cleaning and sanitization supplies, and bed/bath equipment to hotels and accommodation establishments. The company operates proprietary amenity lines (Alma Brasil, Vida, Kantharus, BPL, Carla Guerra) and distributes premium partner brands (L'Occitane, Natura, O Boticário, Costa Brazil). It also offers Harus.IA, an AI platform for managing the entire guest journey.

Product overview

Harus (Harus Indústria da Hospitalidade) is a Brazilian hospitality solutions ecosystem providing a comprehensive portfolio of physical products for hotels and accommodation facilities. The company operates as a B2B supplier rather than a software platform. Its core offering comprises: (1) Amenities - own-brand Alma Brasil lines featuring Brazilian natural ingredients plus partner premium brands (L'Occitane, Natura, O Boticário, Costa Brazil, Jacques Janine); (2) Sustainable Dispensers - biodegradable dispenser systems with Green Seal certification offering 30-60% cost savings; (3) Proprietary amenity lines under Harus brands (Regina Segui, Carla Guerra, Vida, Kantharus, BPL, Motor Road); (4) Hotel Partners - bed/bath/equipment from partner brands (Probel, Sunlux, Dumont, HTL360°, Panther); (5) Harus by Carla Guerra - cleaning and sanitization products; (6) Harus Food - foodservice products from major brands (Vigor, Président, Bauducco, Heinz, etc.); and (7) Custom/Personalized products - bespoke amenity development. The company also offers Harus.IA, an AI solution for the guest journey. With over 30 years in the market and leadership in the Brazilian amenities sector, Harus serves major international hotel chains including Hilton, Marriott, and Accor.

Differentiator

Problem solved

Functional benefit

Brands

• Alma Brasil: Nature-inspired amenity line with essences and natural extracts, featuring sub-lines including Spa, Vegan, Argan, Brazil nut, Amazon Fruits, Aromatherapy, 4 All Braille, Lavender & Jasmine, Chocolate with pepper, Gourmet Strawberry with Champagne, Luxury, and Alcohol Gel 70.
• Harus by Carla Guerra
• Harus.IA
• Harus Food

Products and services

• Amenities Especiais (Special Amenities) Premium amenity lines featuring partner brands including L'Occitane en Provence, Costa Brazil, Natura Ekos, O Boticário NativaSpa Quinoa, Jacques Janine, and Vinotage, designed to provide therapeutic properties and relaxing experiences for hotel guests.
• Alma Brasil Amenity Line Proprietary amenity line inspired by Brazilian biodiversity, featuring natural essences and vegetable extracts across multiple sub-lines including Spa, Vegan, Argan, Castanha do Pará, Frutos da Amazônia, Aromatherapy, 4 All Braille, Luxury, Dermaharus, and Alcohol Gel 70.
• Sustainable Dispensers Complete line of sustainable dispensers including Vegan Dispenser, Wellbeing Moment Dispenser, Attic Dispenser, Argan Dispenser, and Fine Braille Dispenser. Biodegradable, Green Seal certified, and offering 30-60% cost savings for the hospitality sector.
• Amenities Harus (Proprietary Lines) Proprietary amenity lines developed by Harus under brands including Regina Segui, Carla Guerra, Momento Bem-Estar, Kantharus Erva-Doce, Vida Floral Plus, Vida Mandarina e Menta, Vida Erva-Doce, Vida Pitanga, BPL, and Motor Road.
• Personalizados (Custom Amenities) Customized and personalized amenity development service allowing hotels to create products with their own brand, with flexibility in formulation and packaging.
• Harus by Carla Guerra (Saneantes) Cleaning and sanitization product line developed with brand ambassador Carla Guerra. Includes Kitchen Line (alkaline cleaner, rinse aid, vegetable disinfectant, degreaser) and General Hygiene Line (chlorinated disinfectant, peroxide disinfectant, acid detergent, glass detergent, room fresheners, concentrated detergent) in 5L format.
• Harus Food Food product line for hospitality including partner brands: Vigor (margarine, cream cheese), Président (butter), Itambé (butter), Bauducco (cookies, crackers, bread), Le Petit, Heinz (condiments), Hemmer, Cepera, Lowçucar, Caravelas (sugar), Billa (paper straws, toothpicks), and others.
• Parceiros da Hotelaria (Hotel Equipment Partners) Equipment, electronics, bed and bath solutions from partners including Probel (mattresses, bed bases), Sunlux (curtains, window treatments), Basic Aroma (fragrance machines), Dumont (bathtubs, spas), Courodesign (leather goods, aprons), HTL360° (housekeeping carts, luggage trolleys, ironing boards), Panther (hairdryers), and enxovais (linens).
• Harus.IA AI-powered solution covering the entire guest journey, from pre-stay to post-checkout, designed to enhance hospitality experience through artificial intelligence.
• Amenities Kids Children's amenity lines including Natura Kids, Turma da Lilica, Baruel, and Kids Kit with basic hygiene items like sponges and liquid soap.

Quantifiable outcome

• 30-60% cost savings on amenity expenses through dispenser adoption

Named customers18 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• L'Occitane en ProvencecoreTechnology or IntegrationPremium partnership offering L'Occitane products including Lemongrass, Lemongrass Lavender, Coconut Water, and Sugarcane lines for hotel amenities
• Natura (including Ekos line)coreTechnology or IntegrationPartnership for Natura and Ekos product lines featuring Amazonian-inspired ingredients for hospitality amenities
• O Boticário (NativaSpa, Cuide-se Bem)coreTechnology or IntegrationPartnership offering NativaSpa Quinoa and Cuide-se Bem Cloud product lines for hotel guests
• Costa BrazilcoreTechnology or IntegrationPremium Brazilian brand partnership for sustainable and natural beauty products
• AvatimcoreStrategic or Co-development PartnerPartnership bringing Brazilian identity to hospitality through exclusive product formulations
• ProbelminorChannel Partner/ Reseller/ DistributorBed and bath products partner supplying mattresses, protectors, and bedding equipment
• SunluxminorChannel Partner/ Reseller/ DistributorWindow treatment and curtain solutions for hospitality
• HTL360°minorChannel Partner/ Reseller/ DistributorHotel equipment and operational supplies including hangers, carts, and service items
• PantherminorChannel Partner/ Reseller/ DistributorHair dryer equipment supplier for hotel rooms
• DumontminorChannel Partner/ Reseller/ DistributorSpa and bathtub equipment including Ofuro and spa products
• CourodesignminorChannel Partner/ Reseller/ DistributorLeather goods and amenity accessories including slippers and amenity trays
• VigorminorChannel Partner/ Reseller/ DistributorFood brand providing margarine and dairy products for hotel breakfast service
• PrésidentminorChannel Partner/ Reseller/ DistributorButter and dairy products for hospitality establishments
• ItambéminorChannel Partner/ Reseller/ DistributorBrazilian dairy brand supplying butter products to hotels
• BauduccominorChannel Partner/ Reseller/ DistributorItalian-Brazilian biscuit and confectionery brand for hotel minibars and breakfast
• HeinzminorChannel Partner/ Reseller/ DistributorCondiments including ketchup, mayonnaise, and mustard for hospitality
• Harus.IAcoreTechnology or IntegrationAI-powered solution for the entire guest journey, launched to enhance hospitality experience through artificial intelligence

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Molton Brown: UK premium beauty brand with a long-running hotel-amenity collection. Comparable to Har$us's premium 'Amenities Especiais' tier leveraging a recognized consumer brand to supply hotel guest rooms.
• Diversey Holdings: Global cleaning, hygiene and sanitization products provider to hospitality and food-service operators. Closely comparable to Har$us's Harus by Carla Guerra line (disinfectants, detergents, degreasers) and overall hygiene positioning for hotels.
• Sysco Corporation: Largest US foodservice distributor and parent of Guest Supply; a broad incumbent whose hotel-program business (food + amenities) overlaps Har$us's Har$us Food and amenity distribution capabilities at a global scale.

Direct peers

• Guest Supply: US-headquartered B2B distributor of hotel amenities, linens, uniforms and operating supplies (a Sysco subsidiary). Mirrors Har$us's amenity-plus-fulfillment model, serving comparable enterprise hotel-chain customers under multi-year contracts.
• ADA Cosmetics International: Germany-based global manufacturer of hotel toiletries and amenity programs for international chains. Directly comparable to Har$us as a B2B supplier of branded and private-label bath/body amenities plus dispenser solutions to the hospitality industry.

Emerging players

• EO Products: US manufacturer of essential-oil and natural personal-care products with a hospitality program. Closely comparable to Har$us's eco-friendly Alma Brasil (Vegan, Aromatherapy) lines on natural positioning and amenity distribution.
• Beekman 1802: US lifestyle brand with a hospitality/amenities extension and goat-milk based formulations. Comparable to Har$us's Alma Brasil on the differentiated, story-driven in-room amenity, and competes for boutique/lifestyle chain contracts.
• Project Reef: US-based eco-focused hotel amenity supplier (refillable, plastic-free bath/body). Direct category peer to Har$us's sustainable dispenser platform in terms of plastic-free positioning and in-room amenity programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

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 Harus