Grupo Nicósia - Franqueado O Boticário

What Grupo Nicósia - Franqueado O Boticário does

Grupo Nicósia is a privately held Brazilian multi-franchisee of Grupo Boticário, operating under the legal entity Thêmis Perfumes e Cosméticos LTDA (CNPJ 85.203.347.0005-18) since 1989. The company runs a regional retail and direct-selling operation across 35 municipalities in the Meio-Oeste catarinense and Sul do Paraná, anchored in five cities — Videira, Caçador, Fraiburgo, Taió, and União da Vitória — where it owns and operates physical O Boticário stores, mall and supermarket kiosks, and dedicated Espaço do Revendedor (Reseller Space) support locations.

Its commercial offering comprises five Grupo Boticário brands: O Boticário (cosmetics and fragrances), Eudora (beauty products), Quem Disse, Berenice? (color cosmetics), O.U.I (beauty), and Au Migos (pet care). The assortment is sold through two complementary channels: direct-to-consumer retail at the owned stores and kiosks, and an indirect channel serving more than 5,000 active independent resellers who are supplied and supported through the Reseller Spaces. Marketing is conducted primarily via organic Instagram, with one handle per store location.

The business model combines franchise retail economics (standardized store formats, supply, and assortment driven by the Grupo Boticário franchisor) with a distributed direct-sales layer via the reseller network. The company has no disclosed external funding, no M&A activity, and no public leadership or technology disclosures; the website indicates an active careers portal suggesting continued hiring, but no AI, software, or proprietary technology footprint is evidenced.

Name

Grupo Nicósia - Franqueado O Boticário

Legal name

Thêmis Perfumes e Cosméticos LTDA

Website

https://gruponicosia.com.br

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Multi-franchisee of Grupo Boticário operating 11+ retail stores, kiosks, and Reseller Spaces across 35 municipalities in Santa Catarina and Paraná, Brazil, distributing five brands to consumers and supporting 5,000+ active resellers since 1989.

Ownership category

akta.pro rank

Headquarters

HQ city

União da Vitória

HQ country

Brazil

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels2 records

Marketing channels1 record

Core offering

Grupo Nicósia operates as a multi-franchisee of Grupo Boticário, retailing cosmetics, fragrances, color cosmetics, personal care, and pet care products under the brands O Boticário, Eudora, Quem Disse, Berenice?, O.U.I, and Au Migos through company-owned physical stores, mall kiosks, and supermarket kiosks across 35 municipalities in Santa Catarina and Paraná, Brazil. In parallel, it runs Espaço do Revendedor (Reseller Spaces) that supply and support a network of more than 5,000 active independent resellers in the region.

Product overview

Grupo Nicósia is a multi-franchisee of Grupo Boticário operating a network of physical retail stores and Revendedor Spaces across 35 municipalities in Santa Catarina and Paraná states. The company serves as a retail operator for five Grupo Boticário brands: O Boticário (cosmetics and fragrances), Eudora (beauty products), Quem Disse, Berenice? (color cosmetics), O.U.I (beauty), and Au Migos (pet care). The operations include direct-to-consumer retail stores and dedicated Revendedor Spaces that support over 5,000 active independent resellers with product access and business support. The portfolio is unified under the Grupo Boticário umbrella with each brand targeting distinct beauty and wellness market segments.

Differentiator

Problem solved

Functional benefit

Products and services

• O Boticário

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Grupo BoticáriocoreChannel Partner/ Reseller/ DistributorGrupo Nicósia operates as a multifranqueado (multiple franchisee) of Grupo Boticário, representing brands including O Boticário, Eudora, Berenice, Oui, and Au Migos. The partnership involves operating retail stores and reseller spaces under the Grupo Boticário brand ecosystem.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Sephora Brasil: Multi-brand prestige beauty specialty retailer operating in Brazil with both physical stores and a strong e-commerce channel. Represents the digital-first, multi-brand specialty retail benchmark that Grupo Nicósia would need to compete with as Brazilian beauty shoppers migrate online.
• Grupo Boticário: Parent company and franchisor of every brand Grupo Nicósia sells (O Boticário, Eudora, Quem Disse Berenice?, O.U.I, Au Migos). Grupo Boticário is the largest Brazilian fragrance and cosmetics company and directly defines the economics, brand portfolio and contractual terms of Grupo Nicósia's operations.
• L'Oréal Brasil: Brazilian arm of the global beauty giant, selling across mass, prestige and professional beauty categories via retail and department-store channels. Comparable in product category overlap (cosmetics, fragrance, skincare) even though the distribution model differs from Grupo Nicósia's franchise structure.
• Avon Brasil: Iconic Brazilian direct-selling beauty brand operating through an independent reseller network structurally similar to Grupo Nicósia's. Competes for the same regional resellers and middle-class Brazilian beauty consumer.
• Mary Kay Brasil: Global direct-selling beauty brand with operations in Brazil. Uses an independent consultant/reseller model that overlaps directly with Grupo Nicósia's Espaço do Revendedor structure and competes for the same regional beauty resellers.
• Natura &Co: Largest direct competitor to Grupo Boticário in the Brazilian beauty market, operating Natura, Avon, The Body Shop and Aesop brands via direct selling, retail and e-commerce. Comparable in product category, end-consumer and competitive overlap with Grupo Nicósia's portfolio.

Direct peers

• Jequiti: Brazilian direct-selling beauty and personal-care brand with a multi-level marketing reseller structure. Closely comparable to Grupo Nicósia in its reliance on a regional independent-reseller channel for last-mile beauty distribution.
• Hinode Group: Brazilian direct-selling beauty, fragrance and personal-care company with a large independent reseller network — the closest business-model analog to Grupo Nicósia's reseller-supported franchise model. Competes for the same regional resellers and end consumers.

Emerging players

• Beleza na Web: Largest Brazilian online beauty specialty retailer, now part of Grupo Boticário itself. Represents the structural digital shift away from physical-store beauty retail and a direct long-term threat to the foot-traffic model Grupo Nicósia relies on.

Others

• Tupperware Brasil: Global brand with Brazilian operations built on a franchise/consultant network selling consumer goods through in-home parties and a regional reseller structure. Business-model analog rather than product peer — useful for benchmarking franchise + reseller economics in Brazil.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/gruponicosia
• LinkedInlinkedin.com/company/grupo-nic-sia-franqueado-o-botic-rio

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 Grupo Nicósia - Franqueado O Boticário