Apothecary buys Dr. Jones and expands its portfolio to serve the male viewers
- October 17, 2022
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The transaction is the first in the area of products that the company has made since the acquisition of Vult, in 2018.
Grupo Boticário bought Dr. Jones, a men’s beauty products brand with beard, hair, skin and bath items. The transaction is the first in the area of products that the company has carried out since the acquisition of Vult, in 2018, and seeks to strengthen its presence with the male audience.
Dr. Jones markets its products through a proprietary e-commerce site, which will continue to operate. According to Grupo Boticário, the transaction is in line with the investments that the company has made to expand its operations in the digital ecosystem.
The brand’s products will continue to be sold on e-commerce and, in the medium term, should be integrated into the group’s distribution and sales system so that it reaches new consumer audiences.
“With Dr. JONES, we have strengthened our presence in the men’s beauty segment, a booming market with growth potential,” said Fernando Modé, CEO of Grupo Boticário, in a statement. Before, the portfolio for the public was centered on products such as Malbec Club and MEN, by O Boticário, and Siàge Men, by Eudora.
The operation will continue under the command of Andre Popoutchi and Guilherme Campos, who are the founders of the company.
This is the second transaction of the holding company this year, which bought logitechcatarinense Equilibrium at the beginning of the year. In 2021, it also acquired Casa Magalhães and GAVB, all focused on promoting digital transformation and delivering better experiences to consumers.
The transaction amount was not disclosed.