Negra Rosa
Negra Rosa is a Brazilian digital beauty brand founded in 2016, operating under parent Farmax, that sells skincare, color cosmetics, and haircare formulated specifically for Black Brazilian women via a VTEX-powered e-commerce store and an independent reseller network across Brazil.
- Company typePrivate
- Founded2016
- HeadquartersBrazil, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Negra Rosa does
Negra Rosa is a Brazilian digital beauty brand founded in 2016 and legally organized as Negra Rosa Cosméticos Ltda. ME, operating under parent company Farmax. The company sells skincare, color cosmetics, and hair care products formulated and branded specifically for Black Brazilian women, including a five-shade liquid matte foundation line (D210–D250), liquid matte lipsticks named after historical and cultural Black women figures (Dandara, Dalila, Kinah), compact powders, anti-aging facial creams, hydrating aqua-gel, Rosa Mosqueta skincare blends, and a dedicated curly and coily haircare range. The brand is positioned as the pioneer digital beauty brand for Black women in Brazil.
The commercial operation runs on a VTEX-powered e-commerce storefront at negrarosa.com.br, with frontend implementation by Econverse and digital consultancy support from YAV Digital. Products are priced in Brazilian Reais in the accessible masstige tier (lipsticks at R$24.90, compact powder at R$35.62, foundation at R$56.90), with payment options including credit card installments up to 4x without interest, boleto, and Pix, plus a 10% first-purchase coupon (BEMVINDA10). Distribution combines direct-to-consumer e-commerce with nationwide delivery and a network of independent beauty consultants (revendedoras) who resell at retail within their local communities, supported by a 'Find your reseller' locator on the website.
The company operates with approximately 12 employees and a single-country footprint in Brazil. It maintains brand presence across Instagram (@negrarosaoficial), Facebook, and TikTok. There is no mobile app, no public API, no disclosed AI/ML capability, and no disclosed funding or revenue figures. Customer service and recruitment are routed through Farmax ([email protected], vagasfarmax.gupy.io), indicating Negra Rosa functions as a focused consumer brand operating within a larger operational parent's infrastructure.
Negra Rosa firmographics
Firmographics- Name
- Negra Rosa
- Legal name
- Negra Rosa Cosméticos Ltda. ME
- Website
- https://negrarosaloja.com.br
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Negra Rosa is a Brazilian digital beauty brand founded in 2016, operating under parent Farmax, that sells skincare, color cosmetics, and haircare formulated specifically for Black Brazilian women via a VTEX-powered e-commerce store and an independent reseller network across Brazil.
- Ownership category
- akta.pro rank
Negra Rosa industry classification
Industry- Product category
- Inclusive Beauty Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where Negra Rosa is headquartered
LocationHeadquarters
- HQ city
- Brazil
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Negra Rosa business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations
Revenue model
- Direct E-commerce Sales: Revenue generated from direct online sales through the company's e-commerce website, where customers purchase products directly at listed retail prices with installment options up to 4x without interest.
- Reseller/Consultant Network Sales: Revenue from sales made through a network of independent beauty consultants (revendedoras) who purchase products at wholesale prices and resell to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level makeup products |
| Unit Pricing | Pay-as-you-go | Premium foundation products |
| Unit Pricing | Pay-as-you-go | Skincare products |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Negra Rosa product offering
Product offeringCore offering
Negra Rosa develops and sells its own line of skincare, makeup, and hair care products formulated specifically for Black women in Brazil. The brand distributes these products directly to consumers through its own e-commerce site and through a network of independent resellers (revendedoras). It operates as a culturally focused, Black-beauty-pioneer cosmetics label under parent company Farmax.
Product overview
Negra Rosa is a digital-native Brazilian beauty brand founded in 2016, created by and for Black women. The company operates as a multi-category cosmetics brand offering a unified portfolio of skincare, makeup, and hair care products. The core product lines include: the Base Matte Líquida (Liquid Matte Foundation) available in five shades (D210–D250); the BATOM LIQ. MATTE (Matte Liquid Lipstick) collection with shades named after notable Black women (Dandara, Dara, Dalila, Kinah); PO COMPACTO (Compact Powder) in COR 1; facial skincare products including Creme Nutritivo Facial Antissinais and Aqua-Gel Hidratante Facial; and the Blend Rosa Mosqueta skincare sub-line. The brand also offers a dedicated hair care line for curly and coily hair textures. All products are distributed through a network of independent resellers (revendedoras) throughout Brazil, with direct-to-consumer purchasing available through the e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Negra Rosa skincare line Skincare products within Negra Rosa's portfolio formulated for Black women's skin, sold via the brand's D2C e-commerce site and through its reseller (revendedora) network.
- Negra Rosa makeup line Makeup products within Negra Rosa's portfolio with shades and finishes developed for Black women in Brazil, distributed via D2C e-commerce and reseller (revendedora) channels.
- Negra Rosa hair care line Hair care products within Negra Rosa's portfolio formulated for Afro-Brazilian hair textures, sold via D2C e-commerce and through the reseller (revendedora) network.
Companies that use Negra Rosa
Customer profileSegments2 records
Ideal customer profiles1 record
Negra Rosa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Negra Rosa partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- VTEXcoreVTEX provides the e-commerce platform infrastructure for Negra Rosa's online store, enabling the digital commerce operations, product catalog management, and checkout functionality.
- YAV DigitalminorYAV Digital provides digital consultancy services for the Negra Rosa e-commerce operations.
- FarmaxcoreFarmax appears to be the parent company or operational partner, handling customer service operations (email: [email protected]) and potentially manufacturing/distribution. Job applications are directed to Farmax's recruitment platform.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Negra Rosa competitors and assessment
Company assessmentBroad incumbents
- Natura &Co: Natura is Brazil's largest domestic beauty company with extensive direct-sales (revendedora) infrastructure and growing inclusive shade ranges. It competes with Negra Rosa in Brazil across makeup, skincare, and the social-selling GTM motion.
- O Boticário: O Boticário is a leading Brazilian beauty conglomerate spanning makeup, skincare, and fragrance with nationwide retail and reseller reach. It competes with Negra Rosa in the broader Brazilian beauty market and is expanding inclusive offerings.
- Eudora (Grupo Boticário): Eudora is a Brazilian color cosmetics and beauty brand sold primarily through direct-sales consultants, overlapping Negra Rosa on the revendedora distribution model and color cosmetics category.
- Avon (Brazil): Avon operates one of the largest direct-sales/representante networks in Brazil and sells color cosmetics and skincare door-to-door. It mirrors Negra Rosa's community-led reseller GTM and competes across color cosmetics categories.
- L'Oréal Brasil: L'Oréal Brasil is the local arm of the global beauty leader, offering Maybelline, Lancôme, and other color cosmetics and skincare brands. It is a broad incumbent competing with Negra Rosa on shade-inclusive foundation lines and mass-market distribution.
- Quem Disse, Berenice?: Quem Disse, Berenice? is a Brazilian accessible-priced color cosmetics and beauty brand with playful positioning; it overlaps Negra Rosa's color cosmetics portfolio and competes for the same Brazilian mass-market beauty buyer.
- M.A.C Cosmetics: M.A.C is a global color cosmetics incumbent with a long-established wide shade range foundation line and broad retail presence. It overlaps Negra Rosa across foundation, lipstick, and powder categories and is a benchmark competitor on shade inclusivity.
Direct peers
- Fenty Beauty: Fenty Beauty is the global reference for inclusive shade-range color cosmetics, especially foundations for darker skin tones. It competes with Negra Rosa on the same inclusive-beat premise and serves overlapping consumer needs in foundation and complexion products.
- Black Opal: Black Opal is a color cosmetics and skincare brand dedicated to women of color, offering foundation, skincare, and complexion products targeted at deeper skin tones. It is one of the closest direct competitors to Negra Rosa's positioning and product mix.
- Pat McGrath Labs: Pat McGrath Labs is a prestige color cosmetics brand spanning foundation, lipstick, and powder. It competes directly with Negra Rosa's makeup line in premium-positioned makeup aimed at consumers seeking high-performance, full-coverage formulas.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Negra Rosa social profiles
Digital presenceNegra Rosa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Negra Rosa leadership team
Management profileNumber of profiles
Negra Rosa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Negra Rosa 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 Negra Rosa
What does Negra Rosa do?
Negra Rosa develops and sells its own line of skincare, makeup, and hair care products formulated specifically for Black women in Brazil. The brand distributes these products directly to consumers through its own e-commerce site and through a network of independent resellers (revendedoras). It operates as a culturally focused, Black-beauty-pioneer cosmetics label under parent company Farmax.
Is Negra Rosa a public or private company?
Negra Rosa is a private company. It is classified as corporate owned and is currently operating.
When was Negra Rosa founded?
Negra Rosa was founded in 2016. It employs 11 to 50 people.
Where is Negra Rosa based?
Negra Rosa is headquartered in Brazil, Brazil, in the Latin America region.
How does Negra Rosa make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are reseller/Consultant Network Sales.
Who are Negra Rosa's main competitors?
Broad incumbents on record are Natura &Co, O Boticário, Eudora (Grupo Boticário), Avon (Brazil), L'Oréal Brasil, Quem Disse, Berenice? and M.A.C Cosmetics. Direct peers are Fenty Beauty, Black Opal and Pat McGrath Labs.
Does Negra Rosa have an API?
No public API is recorded for Negra Rosa.
What industry is Negra Rosa in?
Negra Rosa's product category is Inclusive Beauty Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 45612 and its SIC code is 2844.