Brazilian beauty brand O Boticário unveils expansion plans

Millennial Capital, the home-grown Dubai-based venture creation and management firm, is currently in the implementation phase of the roll-out plan for Brazilian beauty brand O Boticário in the UAE.

The partnership between Millennial Capital and O Boticário was announced in early 2017. Since then, O Boticário UAE has entered four business channels, especially creating a differentiated retail channel, through its differentiated Amphora concept store. Flagship stores have subsequently been opened in key locations, including The Dubai Mall, City Centre Mirdif, City Centre Deira, Dubai Hills (under construction) and Dubai Downtown. In addition, plans are already in place for seven more stores in the UAE by end of 2021, alongside 100 points of sale across e-commerce, retail, pharma and salons in the GCC region.

“Millennial Capital is proud to be associated with a high quality and desirable brand such as OBoticário, which brings a differentiated value proposition to the region for our local consumers, focusing on premiumisation in retail, digitalisation of the marketing strategy and a robust omnichannel approach that concentrates on branding and experimentation. Our vision centres on working alongside the brand to develop the local operation and elevate it to a leading position in the beauty sector in the UAE,” says Andreea Danila, founder of Millennial Capital.

O Boticário, founded in 1977, is one of the largest beauty players in Brazil. Globally, it has more than 4,000 stores and besides Brazil, it operates in 15 international countries.