Grupo Boticário declares the acquisition of Truss Skilled and goals on the worldwide market
The completion of the transaction is subject to approval by the Administrative Council for Economic Defense (CADE)
After announcing the acquisition of Dr. Jones in early October, Grupo Boticário has just announced a second purchase. It was the turn of Truss Professional, a national brand of hair care products with a strong presence in beauty salons in Brazil and worldwide.
The move is another step in the quest to accelerate the company’s multi-channel and multi-brand strategy. In recent years, the group bought Vult, in 2018, Beleza na Web, in 2019, the technology companies Casa Magalhães and GAVB, in 2020, and logitechcatarinense Equilibrium, earlier this year, in addition to Dr. Jones.
In a note, Fernando Modé, CEO of Grupo Boticário, said that the transaction offers an opportunity to accelerate the growth strategy in Brazil and abroad – Truss is present in more than 50 countries.
“With the operation, we amplified our multi-channel and multi-brand strategy, creating a portfolio of relevant and complementary brands, in addition to providing an even more complete journey for the consumer”, he says. The value of the deal was not disclosed.
How Truss gained relevance in the market
Created in 2003, Truss conquered space among beauty professionals and made moves to promote education in the sector, such as the creation of an international academy for professional hairdressers.
In recent years it has also started two business fronts, Hair Spa by Truss, offering experiences and treatments in licensed salons, and La Moda, a brand focused on the pharmaceutical and food channels.
“In addition to the synergy between the businesses, we have together the mission of valuing even more beauty professionals in Brazil and in the world through a strategy of accelerated growth of brands, innovations in products and excellence in education”, says Manuella Bossa, founder from Truss.
Completion of the transaction is subject to the fulfillment of certain usual conditions precedent and approval by the Administrative Council for Economic Defense (CADE).