Jequiti
Jequiti is a Brazilian cosmetics and perfumery company founded in 2006 by Silvio Santos, distributing fragrances, makeup, skincare, and personal care products through 260,000+ direct sales consultants, 740 retail partner stores, e-commerce, and live commerce across Brazil.
- Company typePrivate
- Founded2006
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jequiti does
Jequiti is a Brazilian cosmetics and perfumery company founded in 2006 by Silvio Santos as part of the Grupo Silvio Santos conglomerate, operating as SS Comércio e Produtos de Higiene Pessoal Ltda. The company markets approximately 400 products spanning perfumery, makeup (Aviva), skincare (Sensi), personal care, hair care, and baby care (Meu Bebê), supported by sub-brands including Caminho das Águas, Candy Land, and Royalmadeira. Product differentiation rests on celebrity-endorsed fragrances (Patricia Abravanel, Rebeca Abravanel, Ana Castela, Alexandre Pato, Adriane Galisteu) and licensed character lines (Turma da Mônica via MSP Estúdios, Star Wars, Hello Kitty), with proprietary formulation technologies such as Nutrisensi (hydration), Phytogaia and Thalassogaia (olfactive reproduction), and Eliminaze® (odor neutralization, co-developed with Givaudan).
The company's primary go-to-market is direct sales through approximately 260,000 independent consultants across all 27 Brazilian states, who earn commissions of up to 30% (up to 100% during promotions) through a 21-day catalog cycle. Jequiti supplements this with an omnichannel distribution strategy including e-commerce (jequiti.com.br, powered by VTEX on the RetailHub platform), retail partnerships with Lojas Pernambucanas and Lojas Marisa spanning 740 stores, company-operated kiosks and stores (Internacional Shopping Guarulhos, Shopping Grand Plaza, Shopping Metrô Itaquera), quick commerce through Rappi Turbo (up to 10-minute delivery in São Paulo and Rio de Janeiro), live commerce events broadcast on SBT, and the recurring Baú da Felicidade subscription carnê program (R$264 fully paid, with monthly prizes exceeding R$300,000).
Revenue is generated across these channels with publicly disclosed unit pricing ranging from R$24.90 to R$139.90, plus the digital Baú da Felicidade subscription carnê. The company is privately held under Grupo Silvio Santos, with management led by CEO Eduardo Ribeiro and Executive Director Larissa Fontanini. Recent operating momentum is evidenced by 150% growth in retail participation in 2025, 209% growth in social media engagement during the Live Show de Ofertas, and 1.4 million units of the Cebolinha fragrance sold in 2025. The strategic goal of reaching 20,000 points of sale by 2029 signals an explicit expansion trajectory beyond the direct-sales core.
Jequiti firmographics
Firmographics- Name
- Jequiti
- Legal name
- SS Comércio e Produtos de Higiene Pessoal Ltda.
- Website
- https://institucional.jequiti.com.br
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jequiti is a Brazilian cosmetics and perfumery company founded in 2006 by Silvio Santos, distributing fragrances, makeup, skincare, and personal care products through 260,000+ direct sales consultants, 740 retail partner stores, e-commerce, and live commerce across Brazil.
- Ownership category
- akta.pro rank
Jequiti industry classification
Industry- Product category
- Cosmetics and Perfumery
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- akta.pro primary industry
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)
Keywords
Where Jequiti is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices4 records
Markets served
Jequiti business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure
Revenue model
- Direct Sales - Consultant Resale: Jequiti sells products to its network of approximately 260,000 independent consultants who resell to end consumers. Consultants earn commissions of up to 30%, and up to 100% during promotional actions. The company updates its catalog every 21 days (episodes) and delivers products directly to consultants.
- E-commerce / Consumer Direct Sales: Jequiti operates its own online store (jequiti.com.br) selling directly to consumers. When a consumer indicates a consultant during purchase, the consultant receives a 15% product bonus on the next order.
- Retail / Physical Store Sales: Jequiti products are sold through physical retail partners including Lojas Pernambucanas and Lojas Marisa across approximately 740 stores in Brazil, as well as the company's own stores and kiosks.
- Carnê do Baú (Digital Subscription): The Baú da Felicidade is a lottery/savings program where consumers purchase carnês (installment books) that provide prizes, lottery entries, and product refunds upon completion. The program generates revenue from carnê sales and provides marketing reach through SBT TV exposure.
- Quick Commerce - Rappi Turbo: Products are sold through the Rappi Turbo quick commerce platform with ultra-fast delivery (up to 10 minutes) in São Paulo and Rio de Janeiro.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Demonstration Kit (optional) - two payment options for consultants |
| Unit Pricing | Pay-as-you-go | Standard fragrance products (e.g., Reale, Rebeca Abravanel signature) |
| Unit Pricing | Pay-as-you-go | Premium fragrance - Radiance Passion |
| Unit Pricing | Pay-as-you-go | Star Wars Collection fragrances |
| Unit Pricing | Pay-as-you-go | Chico Bento Cologne |
| Unit Pricing | Pay-as-you-go | Caminho das Águas fragrance line |
| Unit Pricing | Pay-as-you-go | Ana Castela Splashes (Boiadeira and Vai Te Viciar) |
| Unit Pricing | Pay-as-you-go | Cebolinha Cologne 50ml |
| Subscription | Monthly | Baú da Felicidade Carnê |
| Other | Pay-as-you-go | Catalog updates |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Jequiti product offering
Product offeringCore offering
Jequiti is a Brazilian cosmetics and perfumery company that manufactures and sells an extensive portfolio of approximately 400 products across perfumery, makeup, personal care, hair care, and baby care categories. The company operates primarily through a direct sales model with a network of 260,000+ independent beauty consultants across Brazil, supplemented by e-commerce, retail partnerships, and live commerce events broadcast on SBT television.
Differentiator
Problem solved
Functional benefit
Brands
- Aviva: Makeup line with renewed identity and expanded portfolio, positioned as accessible, high-quality makeup
- Sensi Skincare
- Meu Bebê Jequiti
- Baú da Felicidade
- Collection Jequiti
- Caminho das Águas
- Candy Land
- Royalmadeira
Products and services
- Jequiti Perfumery Line
- Aviva Makeup Line
- Jequiti Personal Care Line
- Meu Bebê Jequiti (Baby Care Line)
- Baú da Felicidade Digital
- Revenda Jequiti App
- Star Wars Collection Fragrances
- Cascão Perfume
- Cebolinha Cologne 50ml
- Chico Bento Cologne
- Radiance Passion Fragrance
- Ana Castela Splashes (Boiadeira and Vai Te Viciar)
- Caminho das Águas Fragrance Line
- Champs Glory Fragrance
- Rebeca Abravanel Reale Fragrance
- Aire Intense Fragrances (Azure and Altitude)
- Royalmadeira Shadid Fragrance
- Sensi Skincare Clareador Line
- Sensi Skincare Line
- Candy Land Pipoca Doce Fragrance
- Candy Land Bala de Morango Fragrance
- Jequiti Digital Catalogs (Episodes)
Quantifiable outcome
- Over 1.4 million units of Cebolinha Cologne sold in 2025 (one bottle every 30 seconds in e-commerce)
- +5 more outcomes
Companies that use Jequiti
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Jequiti technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
Jequiti partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- MSP Estúdios (Mauricio de Sousa)coreMSP Estúdios is a long-standing licensing partner for Jequiti's Turma da Mônica character fragrances (Cebolinha, Cascão, Chico Bento). The partnership translates Mauricio de Sousa characters into quality fragrances at accessible prices, with Cascão launching July 2026 following the near 3-million-unit success of Cebolinha. The collaboration is described as a 'partnership of great success.'
- GivaudancoreGivaudan, a global fragrance creation reference, partnered with Jequiti to develop the Cascão fragrance. Givaudan created the fragrance's olfactory profile (Madeira Refrescante path with lemon top notes, geranium body, and cedar base) as well as the Eliminaze® technology for odor neutralization.
- Rappi TurbominorRappi Turbo partnership enables ultra-fast delivery (up to 10 minutes) of selected Jequiti products in São Paulo and Rio de Janeiro. The partnership expands Jequiti's presence in quick commerce beyond essential purchases into gifting and beauty impulse purchases. Expansion to other regions is planned.
- Lojas PernambucanascoreLojas Pernambucanas is a retail partner for Jequiti, with the company available in 740 stores across Brazil. The partnership is part of Jequiti's strategy to expand physical retail presence beyond direct sales.
- Lojas MarisacoreLojas Marisa is a retail partner for Jequiti, with the company available in 740 stores across Brazil through combined retail partnerships. The partnership supports Jequiti's retail expansion strategy.
- SebraeminorSebrae provides special training for Líder Jequiti leaders as part of the PDL (Programa de Desenvolvimento de Líderes) leadership development program. Training aims to develop leadership and business skills among Jequiti's leader network.
- SBT (TV Channel)coreSBT is a core strategic partner as part of Grupo Silvio Santos. Jequiti leverages SBT for the Roda a Roda Jequiti TV program, Prêmios Todo Dia daily show, and Live Show de Ofertas live commerce events. SBT provides extensive media reach and entertainment integration for the brand.
Scale indicators10 records
Recent moves9 records
Expansion highlights6 records
Jequiti competitors and assessment
Company assessmentDirect peers
- Eudora: Grupo Boticário's direct sales and e-commerce brand focused on accessible Brazilian beauty. Closely comparable to Jequiti in business model (catalog-driven, multi-channel beauty sales) and target consumer.
- Avon (Brazil): Global direct-sales beauty brand with significant Brazilian operations under Natura &Co. Comparable as a consultant-network-driven fragrance and personal care retailer in Brazil.
- Hinode: Brazilian direct sales company for fragrance, cosmetics, and personal care with a multi-level consultant network. One of Jequiti's closest structural peers in Brazilian direct sales beauty.
- Amway (Brazil): Multilevel direct-sales company with beauty and personal care lines distributed through independent consultants in Brazil. Comparable in GTM model (consultant network, catalog-driven) and omnichannel retail mix.
- Tupperware Brasil: Brazilian direct-sales operation of Tupperware with a similar consultant-driven GTM, although category is housewares. Useful structural comp for the resilience and risks of the Brazilian direct-sales model.
- Mary Kay (Brazil): Global direct-sales beauty brand with active Brazilian consultant network. Comparable to Jequiti in direct-sales go-to-market and accessible fragrance positioning.
Broad incumbents
- Sephora Brasil: Multi-brand beauty specialty retailer with growing Brazilian footprint. Comparable as a fragrance and cosmetics retailer targeting similar consumers, albeit with a different assortment and no direct-sales model.
- Natura &Co: Largest Brazilian cosmetics and personal care company (Natura, Avon, The Body Shop, Aesop). Comparable as a Brazilian multi-category beauty and fragrance brand with both direct sales (Natura) and retail distribution, competing for the same consumer wallet.
- Grupo Boticário: Major Brazilian fragrance and personal care group encompassing O Boticário, Eudora, Quem Disse, Berenice, and others. Competes directly with Jequiti in mass-market fragrance and personal care across retail and direct sales (Eudora).
- Boticário Direct / O Boticário: Largest Brazilian fragrance brand with extensive retail and direct-sales reach. Comparable in fragrance product strategy and celebrity/licensing-driven portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jequiti social profiles
Digital presenceJequiti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jequiti leadership team
Management profileNumber of profiles
Profiles3 records
Jequiti funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jequiti M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jequiti
What does Jequiti do?
Jequiti is a Brazilian cosmetics and perfumery company that manufactures and sells an extensive portfolio of approximately 400 products across perfumery, makeup, personal care, hair care, and baby care categories. The company operates primarily through a direct sales model with a network of 260,000+ independent beauty consultants across Brazil, supplemented by e-commerce, retail partnerships, and live commerce events broadcast on SBT television.
Is Jequiti a public or private company?
Jequiti is a private company. It is classified as corporate owned and is currently operating.
When was Jequiti founded?
Jequiti was founded in 2006. It employs 11 to 50 people.
Where is Jequiti based?
Jequiti is headquartered in São Paulo, Brazil, in the Latin America region.
How does Jequiti make money?
Five revenue lines are on record. Direct Sales - Consultant Resale is the primary driver. The others are E-commerce / Consumer Direct Sales, retail / Physical Store Sales, carnê do Baú (Digital Subscription) and quick Commerce - Rappi Turbo.
Who are Jequiti's main competitors?
Direct peers on record are Eudora, Avon (Brazil), Hinode, Amway (Brazil), Tupperware Brasil and Mary Kay (Brazil). Broad incumbents are Sephora Brasil, Natura &Co, Grupo Boticário and Boticário Direct / O Boticário.
Does Jequiti have an API?
No public API is recorded for Jequiti.
What industry is Jequiti in?
Jequiti's product category is Cosmetics and Perfumery. Its primary akta.pro industry code is CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays). Its NAICS code is 45612.