Posê Beleza

What Posê Beleza does

Posê Beleza is a Brazilian beauty and wellness franchise network founded in 2009 and headquartered in Goiânia, Goiás. The company operates 38+ franchise units across 12 Brazilian states — including Distrito Federal, Goiás, Tocantins, Pará, Maranhão, Pernambuco, Santa Catarina, Espírito Santo, Paraná, Minas Gerais, and São Paulo — and reports a customer base exceeding 142,000 individuals per year. Its offering consolidates nine core service categories into a single walk-in format that does not require prior appointment: female and male wax/thread depilation, laser depilation, eyebrow design, facial and body aesthetics, manicure and pedicure, hair styling and makeup, and advanced aesthetic treatments under the Estética Avançada line.

Service technology centers on Diodo Milesman laser platforms positioned as the most potent solution for definitive hair removal, an exclusive proprietary body massage branded Método 4P (combining modeling massage maneuvers, lymphatic drainage, and a proprietary cream targeting body contouring, fat and swelling reduction, circulation, and the appearance of cellulite), and standardized hygiene protocols using individual disposable depilation kits plus autoclave-sterilized reusable instruments. Posê markets an exclusive line of dermocosmetics and vegan products sold only inside Posê stores or via catalog, creating a captive product ecosystem that complements in-store service revenue.

Commercial economics rest on an exclusively franchise-based model with five distinct unit formats — Premier (from R$99,000), Quiosque/Kiosk (from R$134,000), Store with 2 rooms (from R$276,000), and Store with 4 rooms (from R$328,000) — supplemented by ongoing royalties. Franchisees are projected to bill up to R$2 million per store per year at a 26% net margin, with claimed combined network revenue above R$20 million. Customer financing and retention are supported through Plano Anual annual subscription packages, Crédito Recorrente (a recurring credit facility that lets consumers fund treatments without committing credit-card limit), gift-card sales, and the Posê Fidelidade loyalty program accruing 1 point per R$1 spent with a 12-month point life.

Name

Posê Beleza

Legal name

Posê Beleza

Website

https://posebeleza.com.br

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Posê Beleza is a Brazilian beauty and wellness franchise network founded in 2009, operating 38+ units across 12 states. It offers walk-in depilation, laser hair removal, aesthetics, and exclusive dermocosmetics through multi-tier franchise formats serving over 142,000 consumers annually.

Ownership category

akta.pro rank

Product category

Beauty and Wellness Services

NAICS

Beauty Salons (812112), Hair, Nail, and Skin Care Services (81211), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Aesthetics Experiences (Facials, Skincare Clinics, Non-surgical Aesthetics) (THAJAHAK)

akta.pro secondary industries

Classic/European Facials (HSALADAA), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Group/Party Makeup Services (HSALAHAK)

Keywords

• Beauty franchise services
• Hair removal services
• Walk-in beauty treatments
• Dermocosmetic retail line
• Wellness aesthetics franchise

Headquarters

HQ city

Goiânia, Goiás

HQ country

Brazil

HQ region

Latin America

Offices34 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Service Revenue (Depilação, Estética, Design): The primary revenue stream comes from service fees charged to end customers for hair removal (wax, laser, thread), facial and body aesthetics, eyebrow design, manicure/pedicure, and brush & makeup services. Services are rendered at walk-in units across the franchise network without the need for prior appointment.
2. Proprietary Cosmetics and Dermocosmetics Sales: Revenue from the sale of Posê's own line of dermocosmetics, vegan cosmetics, and beauty care products. Products include facial, body, hair, and intimate care items that are sold both in-store and via catalog. The line is exclusive to Posê stores.
3. Franchise Royalty and Setup Fees: Revenue generated from franchise fees and ongoing royalties paid by franchisees. The company offers multiple franchise tiers: Premier (from R$99k), Quiosque/Kiosk (from R$134k), Store with 2 rooms (from R$276k), and Store with 4 rooms (from R$328k). Franchisees also pay ongoing royalties to the franchisor.
4. Gift Card / Cartão-Presente Sales: Sale of gift cards (cartão-presente) for services and products, which drive new customer acquisition and upfront revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels14 records

Core offering

Posê Beleza operates a Brazilian beauty and wellness franchise network offering five integrated service categories — wax and laser depilation, eyebrow design, facial/body aesthetics, and an exclusive proprietary dermocosmetics product line — delivered through 38+ walk-in franchise units across 12 Brazilian states. The business combines service revenue (no-appointment walk-in treatments for individual consumers) with franchise royalties and setup fees, supported by 11 consecutive ABF Excellence in Franchising awards.

Product overview

Posê Beleza is a multi-service beauty and wellness franchise offering a unified platform of 9 core services (Depilação Feminina, Depilação Masculina, Depilação a Laser, Depilação à Linha, Design de Sobrancelhas, Estética Facial e Corporal, Manicure e Pedicure, Escova e Make, and Estética Avançada) combined with proprietary dermocosmetics and vegan product lines. The company operates 5 business models in 1 franchise format, combining depilation, aesthetics, and cosmetics retail. Supporting services include annual subscription plans (Plano Anual) and a recurring credit system (Crédito Recorrente), complemented by the Posê Fidelidade loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Depilação Feminina (Women's Wax Depilation) Walk-in wax depilation service for women using warm wax based on honey and chamomile, plus tweezers or thread techniques. Features individual disposable kits and high-frequency post-treatment application to reduce inflammation and folliculitis. Available without appointment at franchise units.
• Depilação Masculina (Men's Wax Depilation) Walk-in hair removal service for men using warm wax, thread, or tweezers with pre- and post-depilation procedures for skin comfort, hydration, and refreshment.
• Depilação a Laser (Laser Hair Removal) Progressive laser hair removal for body and facial areas using proprietary Diodo Milesman technology, suitable for men and women of all ages and skin/hair types. Features pain-free treatment, longer durability, automatic reading and adjustment for all skin types, and uniform coverage without spots.
• Depilação à Linha (Thread Hair Removal) Thread hair removal technique for facial areas using 100% polyamide thread — lightweight, soft, silky, and elastic — particularly indicated for sensitive skin types.
• Design de Sobrancelhas (Eyebrow Design) Eyebrow design service using visagismo techniques, with procedures available using tweezers, thread, wax, tint, Henna, or Refectocil. Walk-in service at most locations.
• Estética Facial e Corporal (Facial and Body Aesthetics) Facial and body aesthetic treatments including skin cleaning, diamond peeling, moonlight bath, exfoliation, radiofrequency, ultrasound, lymphatic drainage, relaxing massage, and the exclusive Massagem Método 4P for body modeling.
• Manicure e Pedicure Nail care services including gel nails, acrigel, fiberglass, express services, base application, painting, and cuticle care. Features individual disposable and sterilized kits with autoclave sterilization for instruments.
• Escova e Make (Hair Styling and Makeup) Hair styling and makeup services for everyday looks or special events, using professional dryers, brushes, temperature control for each hair type, and long-lasting hypoallergenic makeup products.
• Estética Avançada (Advanced Aesthetics) Advanced aesthetic treatments including botulinum toxin application for wrinkle smoothing and prevention, plus therapeutic applications for migraine, excessive sweating, and bruxism. Performed by certified professionals (dentists, doctors, dermatologists).
• Dermocosméticos Posê (Posê Dermocosmetics and Vegan Product Line) Exclusive dermocosmetics and vegan product line available only at Posê stores. Includes products for daily care, facial, body, hair, and skin care applications.
• Programa Posê Fidelidade (Loyalty Program) Customer loyalty program where customers earn 1 point per R$1 spent at the store. Points accumulate and can be exchanged for free services and products. Points expire after 12 months of issuance. The program is individual per store.

Quantifiable outcome

• Same-store revenue growth of 12.44% in ticket average (2025 vs 2024)
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Singu: Brazilian on-demand beauty services platform. Comparable on depilation/aesthetic services to Brazilian consumers but delivers at-home rather than physical stores.

Broad incumbents

• Mahogany: Brazilian beauty/perfume franchise chain. Comparable on franchise-led beauty retail model serving Brazilian consumers with proprietary product and service offerings.
• Natura &Co: Major Brazilian beauty conglomerate. Comparable on Brazilian beauty retail and proprietary cosmetics, though operates at much larger scale with broader channels including direct selling and e-commerce.
• O Boticário (Grupo Boticário): Largest Brazilian beauty retail/franchise brand. Comparable in offering proprietary cosmetics through franchise retail and serving similar Brazilian consumer, though broader portfolio.
• Sola Salon Studios: US-based salon studio franchise. Comparable franchise-based beauty services platform, though structured around independent suite renters rather than a single multi-service menu.

Direct peers

• European Wax Center: US-based waxing services franchise. Comparable on service mix (hair removal-focused) and franchise-driven GTM, though serving a different geography and lacking aesthetics/cosmetics retail.
• Waxing the City: Specialty waxing services franchise in the US. Directly comparable core service (wax depilation) and walk-in studio format.
• Cia da Beleza: Brazilian beauty services franchise. Comparable Brazilian beauty franchise with multi-service studio offering including depilation and aesthetics.
• Espaçolaser (ELAS3): Brazilian laser hair removal franchise network listed on B3. Direct competitor in depilation services with similar franchise-based model and similar target customer in the same Brazilian market.
• Ideal Image: North American laser hair removal and aesthetic services chain. Comparable on laser depilation service line and walk-in retail aesthetic positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/posebeleza
• YouTubeyoutube.com/c/Pos%C3%A9Beleza
• Facebookfacebook.com/posebeleza
• LinkedInlinkedin.com/company/posebeleza
• Instagraminstagram.com/posebeleza
• TikToktiktok.com/@posebeleza
• Pinterestbr.pinterest.com/posebeleza

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Posê Beleza