Mamãe Presentes Loja de Departamentos

What Mamãe Presentes Loja de Departamentos does

Mamãe Presentes Loja de Departamentos LTDA operates a Brazilian physical retail chain under the Vonný Cosméticos brand, founded in 2022 and headquartered in São Paulo. The company runs 27 stores across 9 Brazilian states, organized into multiple formats: large Mega Lojas de Departamentos (e.g., Aricanduva, Porto Alegre IV), cosmético-exclusive stores, and Fashion/Home exclusives. The product assortment spans eight cosmetics categories (hair care, makeup, fragrances, nail products, electrical beauty tools, skincare, hair coloration, and personal care), plus household utilities and home décor, with a portfolio of 50+ third-party brands including L'Oréal, Wella, Eudora, Nívea, Garnier, and influencer-led Brazilian brands such as Niina Secrets, Bruna Tavares, and Mari Maria.

The business model is purely physical-retail, with no e-commerce. Revenue is generated from direct in-store sales paid via cash, debit, or credit cards with installment terms up to 10x interest-free (minimum R$50 per installment). Customer engagement is layered: in-store personalized service complemented by WhatsApp-based support for inquiries, stock checks, and reservations, plus a multi-channel social media presence (Instagram, Facebook, YouTube, Pinterest, LinkedIn) and a beauty-tips blog. The company has 172 employees supporting store operations, customer service, and marketing functions. There is no proprietary technology platform, no AI/ML capabilities, no app, no disclosed funding, and no parent company; ownership appears founder-controlled with no disclosed external investment.

Name

Mamãe Presentes Loja de Departamentos

Legal name

MAMAE PRESENTES LOJA DE DEPARTAMENTOS LTDA

Website

https://vonny.com.br

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Mamãe Presentes Loja de Departamentos, operating as Vonný Cosméticos, is a Brazilian physical retail chain running 27 cosmetics and department stores across 9 states, selling 50+ third-party beauty, personal care, and home brands exclusively through in-store sales with WhatsApp-based customer support.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), General Merchandise Retailers (455), Health and Personal Care Retailers (456)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Luxury Beauty & Fragrance Department Stores (CRAGADAD)

akta.pro secondary industry

Luxury Home & Lifestyle Department Stores (CRAGADAG)

Keywords

• Cosmetics retail
• Beauty products
• Personal care
• Household utilities
• Department store

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices31 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales: Revenue generated from direct sales of cosmetics, personal care, home utilities, and décor products across physical store locations. Customers purchase in-store with payment options including cash, debit, and credit cards (up to 10x interest-free).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Mamãe Presentes Loja de Departamentos operates a multi-state Brazilian retail chain under the Vonný Cosméticos banner, selling cosmetics, beauty products, personal care items, household utilities, and home décor across 27 physical stores located in 9 Brazilian states. The assortment covers hair care, makeup, perfumes, nail products, electric beauty tools, skincare, hair coloring, and general beauty care, alongside non-beauty categories such as household utilities and decoration.

Product overview

Mamãe Presentes Loja de Departamentos (operating as Vonný Cosméticos) is a Brazilian department store chain specializing in beauty and personal care products. The company operates 27 physical retail stores across Brazil, organized into two main divisions: Cosméticos (Cosmetics) and Utilidades/Decoração (Household Utilities and Home Décor). The Cosméticos division encompasses eight product categories: Cabelos (hair care), Maquiagens (makeup), Perfumes (fragrances), Unhas (nail products), Elétricos (electrical hair tools), Skincare, Coloração (hair coloration), and Cuidados (personal care). The Utilidades Domésticas section offers household items, while Decoração provides home décor products. The company carries an extensive portfolio of over 50 third-party beauty brands including L'Oréal, Risqué, Rexona, Dailus, Payot, Fiorucci, and many others. Sales are conducted exclusively through physical retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Cosméticos - Cabelos (Hair Care)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered major and minor.

• L'OréalmajorOthersMajor international cosmetics brand whose products are sold through Vonný stores. Includes L'Oréal coloration products (Inoa, Diarichesse), skin care, and other beauty lines.
• WellamajorOthersProfessional hair care and coloration brand partnership. Vonný features Wella products across multiple store locations.
• EudoramajorOthersBrazilian cosmetics brand (part of Grupo Boticário) whose full product line is available at Vonný stores.
• Niina SecretsmajorOthersInfluencer-brand cosmetics line whose products (skincare, fragrances) are sold through Vonný.
• Bruna TavaresmajorOthersBrazilian beauty influencer brand available at Vonný, featuring skincare elixirs and makeup products.
• Mari MariamajorOthersBrazilian makeup artist brand whose contour, base, and makeup products are sold at Vonný.
• TrussmajorOthersProfessional Brazilian hair care brand whose products are available at Vonný locations.
• TaiffmajorOthersBrazilian manufacturer of professional electrical beauty tools (hair dryers, flat irons, styling brushes) sold at Vonný.
• MQ ProfissionalmajorOthersProfessional beauty equipment brand (hair dryers, flat irons) available at Vonný stores.
• LizzmajorOthersBrazilian professional hair care tools brand (flat irons, hair dryers, styling tools) sold at Vonný.
• ImpalamajorOthersBrazilian nail polish brand whose 'Movimenta' collection and other products are sold at Vonný.
• ColoramamajorOthersBrazilian nail polish brand (Grupo Boticário) with extensive color collections available at Vonný.
• Ana HickmannmajorOthersBrazilian influencer-brand cosmetics including nail polishes and skincare products sold at Vonný.
• NíveamajorOthersInternational personal care brand (Beiersdorf) whose body care, deodorants, and soaps are available at Vonný.
• PayotminorOthersPremium Brazilian skincare brand available at Vonný stores.
• GarniermajorOthersL'Oréal sub-brand for mass market hair and skin care products sold at Vonný.
• RexonaminorOthersUnilever personal care brand for deodorants available at Vonný.
• InfoJobsminorOthersOnline recruitment platform used by Vonný for job applications and hiring processes.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Grupo Boticário: Brazil's largest beauty company (parent of Eudora, sold at Vonný) with proprietary brands, retail stores, and direct selling. Comparable as a major player in the same product categories and Brazilian consumer market, though vertically integrated in manufacturing.
• Lojas Americanas: Brazilian broad-line general merchandise retailer with both physical stores and e-commerce. Comparable to Vonný's general department-store positioning and installment-based mass-market retail model.
• Lojas Renner: Brazil's largest department store chain with a multi-category assortment including a significant beauty and home category. Comparable to Vonný's broader department-store format and installment-driven retail model, but at much larger scale.
• Riachuelo: Brazilian multi-format apparel and home retailer with a beauty category. Comparable on the multi-category physical retail footprint and Brazilian middle-market consumer segment, though anchored in apparel.
• RD Saúde (Drogasil): Brazil's largest drugstore chain with a substantial beauty and personal care category. Comparable to Vonný on multi-store physical retail of cosmetic and personal care brands, with much larger scale and digital infrastructure.
• Sephora (Brazil): International multi-brand beauty retailer operating in Brazil with both physical stores and e-commerce. Comparable in assortment (multi-brand cosmetics, fragrances, skincare) but with significantly larger scale and digital maturity.

Direct peers

• Ikesaki Cosméticos: Long-standing Brazilian cosmetics retailer with multi-store physical footprint and a deep multi-brand beauty assortment. Closely comparable to Vonný on store format, category mix, and target consumer.
• Mahogany: Brazilian chain-store beauty retailer combining proprietary brand sales with multi-brand distribution. Directly comparable to Vonný on the cosmetics-focused department-store format and Brazilian consumer base.
• Época Cosméticos: Brazilian multi-brand cosmetics and beauty retailer with a similar multi-store physical retail model and product category focus (makeup, hair, skincare, fragrances). Highly comparable on assortment, target customer, and Brazilian mass/premium positioning.

Emerging players

• Panvel Farmácias: Regional Brazilian drugstore chain with strong beauty and personal care category across South Brazil. Comparable to Vonný on multi-brand cosmetics retail and presence in overlapping geographies (RS, SC, PR).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@vonnyoficial
• Facebookfacebook.com/vonnyoficial
• LinkedInlinkedin.com/company/vonnyoficial
• Instagraminstagram.com/vonnyoficial
• Pinterestbr.pinterest.com/vonnyoficial

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 Mamãe Presentes Loja de Departamentos