Belle Vie

What Belle Vie does

Belle Vie (legal entity GLOW) is a Brazilian direct-to-consumer e-commerce retailer of beauty and personal care products, headquartered in São Paulo with a single physical retail location in the Bom Retiro neighborhood. The company sells a portfolio of proprietary branded SKUs spanning skincare serums (DermaGlow C+ Retinol, LuminaSkin Elixir), body care devices (BodyDefine Pro cupping massager, VacuSlim Therapy), facial cleansing tools (DermaSonic Clean, SkinClean Precision), nail care (QuickCure LED), oral care (OralWhite Pro), haircare, makeup, perfumes, and accessories, with unit prices ranging from R$10.81 to R$270.00. Several best-selling items are currently flagged as sold out.

Name

Belle Vie

Legal name

GLOW

Website

https://belleviestore.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Belle Vie is a Brazilian DTC e-commerce beauty retailer selling branded skincare, body care devices, and personal care products to Brazilian consumers via belleviestore.com and one physical store in São Paulo.

Ownership category

akta.pro rank

Product category

Beauty & Personal Care E-commerce

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industry

Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Beauty products retail
• Skincare e-commerce
• Personal care storefront
• Beauty devices online
• Cosmetics direct-to-consumer

Headquarters

HQ city

Tustin, CA

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Infrastructure, Personnel

Revenue model

1. Product Sales: One-time transaction sales of beauty and personal care products including skincare serums, beauty tools, accessories, perfumes, makeup, haircare, and body care products. Revenue generated through direct consumer purchases on the e-commerce platform with promotional pricing and seasonal discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Belle Vie (legal entity GLOW) is a Brazilian direct-to-consumer e-commerce retailer that sells its own branded beauty and personal care products — including anti-aging serums, vitamin C facial essences, electric facial cleansing brushes, LED nail dryers, anti-cellulite cupping massagers, teeth whitening kits, baby bath accessories, and orthopedic supports — through belleviestore.com and a single physical store in São Paulo. Products are priced in BRL with heavy promotional discounting (up to 50% off) and shipped primarily from China Mainland.

Product overview

Belle Vie is a Brazilian e-commerce beauty and personal care retailer operating across multiple product categories including skincare, hair care, makeup, body care, accessories, and fragrances. The company offers a portfolio of proprietary branded products alongside other offerings. Core skincare products include DermaGlow C+ Retinol™ and LuminaSkin Elixir™ serums. Body care devices include BodyDefine Pro™ cupping massager and VacuSlim Therapy™ cupping sets. Beauty devices include DermaSonic Clean™ and SkinClean Precision™ facial brushes, SilkFace Pro™ trimmers, and QuickCure LED™ nail dryers. Additional categories include oral care (OralWhite Pro™), baby care (NinhoBaby Comfort™), and orthopedic support (OrthoPatella Support™). The product portfolio is organized by category sections including Novidades (New), Skincare, Acessórios (Accessories), Perfumes, Cabelo (Hair), Maquiagem (Makeup), Corpo (Body), and Promoções (Promotions).

Differentiator

Problem solved

Functional benefit

Products and services

• DermaGlow C+ Retinol

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights2 records

Direct peers

• Tracta: Brazilian beauty brand under Grupo Boticário selling color cosmetics, skincare, and accessories online. Comparable in serving Brazilian beauty consumers with affordable skincare and beauty tools.
• Eudora: Brazilian beauty brand selling makeup, skincare, and fragrance primarily through e-commerce and direct sales. Comparable digital-first, accessible-price positioning targeting Brazilian consumers.
• Strawberrynet: Global online beauty retailer offering skincare, fragrance, haircare, and beauty tools at discount prices. Comparable DTC, discount-led model with broad beauty assortment and similar promotional pricing mechanics.
• Beleza na Web (Época Cosméticos): One of Brazil's largest online beauty retailers, offering skincare, makeup, fragrances, and hair/body care across many brands. Directly comparable in product breadth and DTC e-commerce model targeting Brazilian consumers.
• The Body Shop Brasil: Specialty beauty retailer with strong Brazil footprint selling skincare, body care, and accessories. Comparable mid-market price positioning and product-mix overlap with Belle Vie's skincare and body-care categories.
• Sephora Brasil: Multi-brand beauty specialty retailer operating in Brazil with both online and physical stores. Comparable assortment (skincare, makeup, fragrance, tools) and omnichannel go-to-market aimed at Brazilian beauty consumers.

Broad incumbents

• Quem Disse, Berenice?: Grupo Boticário's mass-market beauty brand with own retail and e-commerce in Brazil. Overlaps with Belle Vie on affordable color cosmetics, skincare, and accessories but operates at significantly larger scale.
• O Boticário: Largest Brazilian beauty company with extensive physical and digital retail. Competes for the same Brazilian beauty shopper across fragrance, skincare, and body care but at a much broader portfolio and brand scale.

Others

• Mercado Livre (beauty category): Latin America's largest marketplace, hosting thousands of beauty and personal-care sellers including private-label and imported SKUs. Represents the indirect competitive backdrop Belle Vie competes against on price and assortment.

Regional players

• Drogasil (RD Saúde beauty assortment): Brazilian drugstore chain with growing beauty and personal-care assortment sold through physical stores and a large e-commerce site. Comparable in carrying mass-market skincare, fragrances, and personal-care devices aimed at Brazilian consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/belle-vie

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 Belle Vie