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Bel Cosméticos and Mundo do Cabeleireiro will leverage increased scale to expand its assortment in haircare, skincare, cosmetics and fragrances as a combined company.
March 9, 2026
By: Lianna Albrizio
Associate Editor
L Catterton has combined Bel Cosméticos and Mundo do Cabeleireiro, creating a multi-brand specialty beauty retail platform in Brazil, with more than 130 stores across key Brazilian states.
Celso Moraes, co-founder of Mundo, will serve as CEO of the combined company. Ivo Barbosa, founder of Bel, and Marina Moraes, co-founder of Mundo, will join the board of directors and remain actively involved in the business, ensuring continuity of leadership and culture.
“We are excited to bring Bel and Mundo together to build the first truly national ‘beauty destination’ in Brazil,” said Ramiro Lauzan, a managing partner in L Catterton’s Latin American Fund. “Ivo, Celso, and Marina have built exceptional businesses in their respective regions. By combining their strengths and leveraging our global beauty expertise, we believe the merged company is well positioned to become the partner of choice for both consumers and suppliers across the country.”
The combined company will leverage its increased scale to expand its assortment in haircare, skincare, cosmetics and fragrances across the price spectrum, reinforcing its aspiration to become one of the first national beauty specialty retail leaders in Brazil. Moreover, the platform also plans to invest in omnichannel capabilities, digital infrastructure and loyalty initiatives to deliver a more seamless and integrated shopping experience across physical and online channels, officials said.
With greater scale and geographic coverage, the company will provide suppliers with a more consistent and robust route to market, supporting stronger collaboration, enhanced product launches, and broader distribution. The combined platform also sees meaningful opportunities for disciplined expansion through new store openings and selective acquisitions over time.
L Catterton has significant experience investing in the global beauty and personal care sector, with more than 30 current and past investments including KIKO Milano, Oddity (parent company of Il Makiage), The Honest Company, Elemis, Maria Nila, Tula, Merit, Nutrafol, Intercos and others.
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