Top Companies Report

22. Belcorp

August 6, 2012


Sales: $1.5 billion

Key Personnel: Eduardo Belmont Anderson, president; Claudia Maria Michele Vilaran Zegarra, vice president, markets; Erika Herrero Bettarel, vice president, sales; Jorge Luis Diaz Iglesias, vice president, innovation; Jose Gustavo Arrospide Del Busto, advisor; Juan Carlos Diaz Yepes, vice president, global services; Juan Carlos, Saldarriaga Arteaga, vice president, cluster; Luis Fernando Salcedo Ponce de Leon, vice president, cluster; Marcos Resca de Oliveira, vice president, operations; Maria Del Rosario Arias Flores, vice president, human resources.

Major Products: Skin care, makeup, fragrances, body care and health care. Brands include L’Bel, é Sika, Gloss Lava, Libertage, Resurgie, Collagenesse, Supremacie Teint, Esika 5 en 1, Renovance, Désafiance, Cellvivance.

New Products: Neuvive Si, Dermo Clarité SOS, UV Défense 365 Total, Cysoluxion Anti-Acne, Effet Parfait eyelash treatment, Mineral Line, Iridilips, Spektacular mascara, Full Mousse, Perlips.

Comments: Belcorp is on the move. The direct-sales beauty company, one of the largest in Latin America, has 8,000 employees, more than 950,000 beauty consultants and 300-plus suppliers throughout the world. The company proudly notes that 74% of employees are women and 80% of top-level managers are female.

As a result of a major global expansion strategy, the company has established operations and sales in 16 countries in the Americas.

Belcorp’s production centers are located in Colombia, Peru, Mexico, Brazil and France, and its production plant in Tocancipá, Colombia is considered one of the most modern in Latin America, turning out more than 450,000 products every day.

To keep close to the consumer, every year Belcorp holds approximately 1,000 studies involving 100,000 women within the countries it operates.

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