Sales: $1.1 billion
Key Personnel: Eduardo Belmont, chairman of the board; Érika Herrero, chief executive officer.
Major Products: Beauty products sold under the L’Bel, Esike and Cyzone banners.
New Products: Energy (Cyzone) and Privé Homme (Esika) fragrances.
Comments: Érika Herrero, who had been commercial vice president, is the new CEO of Belcorp. She succeeds Eduardo Belmont, who will remain on as chairman of the board.
This year, Belcorp’s L’Bel brand conducted its first National Inspire Tour in the US, making stops in Florida, Texas, New York and Los Angeles.
“Our goal is to empower Hispanic women in the United States, so we have designed the Inspire Program; it is a program of recognition that benefits our beauty advisors and leaders in their L’Bel careers through incentives,” said Adriana Álvarez, national sales director for L’Bel USA.
According to Álvarez, L’Bel is expanding in the US. In a press statement in February, she said, “Last year we achieved significant growth in sales. In Florida we grew 400% over 2016; in New York we grew 200%, and in Texas nearly 60%.”
This spring, Belcorp’s Esika brand had to recall its Perfect Block Kids sunblock after it received reports about dermal irritation.