Grupo Boticário is launching the Hair Research & Science Center located within its Research & Development laboratory at the factory in São José dos Pinhais (Paraná). The announcement, made this Monday (3), is part of a strategic move to strengthen the company’s expertise in hair and scalp innovation and science through the development of proprietary technologies. With this, the brand—already a benchmark in hair treatment—aims to redefine the future of innovation in the sector, driven by ultra-technological and sophisticated formulations, the creation of proprietary solutions, and the capture of the latest global advances for the Brazilian market.
This ambition is anchored in a track record of success: in the last four years, the company has quadrupled revenue in the hair category and projects, through 2028, growth outpacing the market. The initiative is further supported by robust investment in the category—innovation, research, and technology—and by multiple launches from the consumer brands TRUSS Professional, Eudora Siàge, O Boticário’s Match, and Vult.
The Hair Research & Science Center brings together specialists and researchers to conduct in-depth investigations into hair and the scalp. Its mission is to unite innovation, advanced technology, and sustainable practices, and to invest in projects ranging from the study of hair biology and the scalp microbiome to the development of new molecules and proprietary technologies aligned with industry trends—especially those with lower environmental impact—to address the specific needs of the Brazilian population. Hospital Israelita Albert Einstein remains an R&D partner, and Grupo Boticário has become an international member of TRI Princeton—an institution that, for more than 90 years, has been a global reference in hair and scalp studies.
Among the new developments is the Center’s bet on proprietary biotechnology—a lower-impact solution that meets the demand for natural and vegan cosmetics. For the first time in its history, Grupo Boticário has developed, in partnership with Embrapa Agroenergia and Provital, its first proprietary active ingredient via a biotechnological route, named BioRadiance. This process enables production in controlled environments, standardized in bioreactors, avoiding large-scale extraction from nature and ensuring greater sustainability. The ingredient results from extensive research in the freshwater ecosystems of Brazil’s Cerrado, where a powerful microalga was found with components proven effective for hair care, delivering up to 95% color protection and a 33% increase in fiber strength. Based on this discovery, Grupo Boticário plans to launch hair products that mark a new era of high performance and sustainability in its portfolio
“The creation of the Hair Research & Science Center is a milestone for the Group and for the beauty market. We are building a solid scientific foundation to deepen knowledge about hair care,” says Marcela De Masi, Executive Director of Branding and Communications at Grupo Boticário. “We believe that continuing to invest in hair science is what allows us to transform knowledge into a true market differentiator, going beyond product development to generate proprietary science that creates more effective, safer, and more targeted solutions. It also enables us to plan a continuous innovation pipeline, developing projects that meet consumer demands,” she adds.
The Research Center operates on four major fronts: (1) hair diversity, (2) scalp and hair fiber health, (3) personalization using advanced technology, and (4) sustainability. It also promotes education by disseminating knowledge to the community and training people from diverse backgrounds.
Examples of projects that reflect the Group’s commitment to connecting science and innovation include: 3D Skin with Follicle, a bio-printed laboratory technology that enables ethical, precise testing of hair product efficacy, bringing scientific results closer to real consumer experience; mapping of the Brazilian scalp microbiota—with Embrapii funding and in partnership with the SENAI Institute of Innovation in Embedded Systems—which positions the company at the global forefront on this topic and paves the way for personalized solutions; and the use of bioinformatics and genetic sequencing to understand hair health over time. Looking ahead, work is already underway on advanced hair diagnostics, such as spectroscopic and imaging analyses, which will enable precise recommendations in salons and e-commerce.
Multidisciplinary and integrated: Grupo Boticário’s Advanced Research
The Hair Research & Science Center joins three other hubs—the Scent Research Center (2021), the Women’s Research Center (2025), and the forthcoming Skin Research Center—to form the Grupo Boticário Center of Excellence in Advanced Research. This initiative represents a multidisciplinary collaboration platform designed to promote more comprehensive, integrated human care.
To focus more closely on scientifically relevant topics with impact on well-being, the Center of Excellence features specialized hubs and fundamental pillars, including advanced research into the sense of smell, women’s cycles, skin, and hair—always considering intersectionality as a premise for inclusion and equity.
About Grupo Boticário
One of the largest beauty groups in the world, Grupo Boticário is a Brazilian company present in more than 40 countries. It owns the brands O Boticário, Eudora, Quem Disse, Berenice?, Vult, O.U.i, Dr. JONES, TRUSS, Au.migos Pets, and the marketplace Beleza na Web, and also works with licensed products such as Australian Gold, Bio-Oil, and Pampers, as well as a division for the B2B market. The interactions among its different brands, assets, platforms, franchisees, representatives, distributors, retailers, sellers, and suppliers form Grupo Boticário’s beauty ecosystem, which also offers digital business-management solutions for Brazilian retail through its Mooz and GAVB brands. The Group has more than 21,000 direct employees, with over 4,000 stores in more than 1,700 Brazilian cities.
Guided by a responsible approach to the planet, society, and consumers, the company embeds ESG into its business model. By 2030, the Group plans to amplify its positive impact on society through its ESG journey grounded in “doing what’s right,” which brings together commitments focused on human, environmental, and production-process dimensions.
Grupo Boticário’s story began in 1977 in a small compounding pharmacy in Paraná and today encompasses laboratory, manufacturing, innovation, technology, logistics, marketing, and retail, within an ecosystem of 130,000 retail points of sale, partners, and suppliers. The company also operates across environmental, social, and cultural fronts and counts on the work of Fundação Grupo Boticário and Instituto Grupo Boticário. Learn more at www.grupoboticario.com.br
