Grupo Boticário has launched its Hair Research and Science Center, located within the Research & Development laboratory at its São José dos Pinhais (PR) factory. The announcement, made on Monday (3), marks a strategic move to strengthen the company’s expertise in innovation and hair and scalp science through the development of proprietary technologies. With this, the brand — already a leader in hair treatment — aspires to redefine the future of innovation in the sector, driven by ultra-technological and sophisticated formulations, the creation of proprietary solutions, and the adoption of cutting-edge advances from around the world for the Brazilian market.
This ambition is supported by a track record of success: in the past four years, the company has quadrupled its haircare category revenue and projects continued growth above market levels through 2028. The initiative is further backed by significant investment in innovation, research, and technology, as well as multiple product launches from its consumer brands TRUSS Professional, Eudora Siàge, O Boticário Match, and Vult Haircare.
The Hair Research and Science Center brings together specialists and researchers dedicated to an in-depth study of hair and scalp. Its mission is to unite innovation, advanced technology, and sustainable practices, while investing in projects ranging from the study of hair biology and microbiome to the development of new molecules and proprietary technologies that follow market trends — particularly those with lower environmental impact — to meet the specific needs of the Brazilian population.
The Albert Einstein Israelite Hospital remains a key R&D partner, and Grupo Boticário has become an international member of TRI Princeton, an institution that has been a global reference in hair and scalp research for over 90 years.
Among the new initiatives, the Hair Research and Science Center highlights its investment in proprietary biotechnology — a lower-impact solution that meets the growing demand for natural and vegan cosmetics. For the first time in its history, Grupo Boticário developed, in partnership with Embrapa Agroenergia and Provital, its first proprietary biotechnological active ingredient, named BioRadiance. This process enables the production of the ingredient 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 the Brazilian Cerrado, where a potent microalga was discovered, containing components proven effective for hair care — offering up to 95% color protection and 33% increased strand strength. Based on this discovery, Grupo Boticário plans to launch haircare products that will mark a new era of high performance and sustainability within its portfolio.
“The creation of the Hair Research and Science Center is a milestone for both the Group and the beauty market. We are building a solid scientific foundation to deepen knowledge in haircare,” says Marcela De Masi, Executive Director of Branding and Communication at Grupo Boticário.
“We believe that continued investment in hair science allows us to transform knowledge into a true market differentiator — going beyond product development to generate proprietary science and create more effective, safe, and targeted solutions. It also enables us to plan a continuous innovation pipeline and develop projects that meet consumer needs,” she adds.
The Research Center operates across four main areas:
- Hair diversity
- Scalp and hair health
- Personalization through advanced technology
- Sustainability,
in addition to promoting education through community knowledge-sharing and professional training initiatives.
Examples of projects that demonstrate the Group’s commitment to connecting science and innovation include:
- 3D Skin with Follicle, a bio-printed laboratory technology that allows ethical and precise testing of haircare product efficacy, bridging the gap between scientific results and real consumer experience;
- Mapping of the Brazilian scalp microbiota, supported by Embrapii and developed in partnership with the SENAI Institute for Innovation in Embedded Systems, positioning the company at the global forefront of this field and paving the way for personalized solutions;
- The use of bioinformatics and genetic sequencing to better understand hair health over time.
Looking ahead, the company is also developing advanced hair diagnostic technologies, such as spectroscopic and imaging analyses, to enable precise recommendations in salons and e-commerce platforms.
Multidisciplinary and Integrated: Grupo Boticário’s Advanced Research
The Hair Research and Science Center joins three other specialized hubs — the Olfaction Research Center (2021), the Women’s Research Center (2025), and the soon-to-be-launched Skin Research Center — all part of the Grupo Boticário Advanced Research Excellence Center. This initiative represents a multidisciplinary collaboration platform designed to promote a more comprehensive and integrated approach to human care.
To focus more deeply on topics of scientific relevance and well-being, the Excellence Center relies on specialized hubs and key pillars that include advanced research into olfaction, women’s cycles, skin, and hair, always considering intersectionality as a foundation for inclusion and equity.
About Grupo Boticário
One of the largest beauty groups in the world, Grupo Boticário is a Brazilian company present in over 40 countries. It owns the brands O Boticário, Eudora, Quem Disse, Berenice?, Vult, O.U.i, Dr. JONES, TRUSS, Au.migos Pets, and the Beleza na Web marketplace, and distributes licensed products such as Australian Gold, Bio-Oil, and Pampers, in addition to its B2B division.
The interaction between its multiple brands, assets, platforms, franchisees, representatives, distributors, retailers, sellers, and suppliers forms Grupo Boticário’s beauty ecosystem, which also provides digital business management solutions for Brazilian retail through its brands Mooz and GAVB.
The company employs over 21,000 people directly and operates more than 4,000 stores in 1,700+ Brazilian cities.
Guided by a commitment to the planet, society, and consumers, Grupo Boticário embeds ESG principles in its business model. By 2030, the Group aims to expand its positive impact through its “Doing What’s Right” ESG journey, which brings together commitments focused on human, environmental, and operational dimensions.
Founded in 1977 as a small compounding pharmacy in Paraná, Grupo Boticário today encompasses laboratories, manufacturing, innovation, technology, logistics, marketing, and retail — forming an ecosystem of 130,000 retail touchpoints, partners, and suppliers. The company also plays an active role in environmental, social, and cultural causes through the Grupo Boticário Foundation and the Grupo Boticário Institute.
Learn more at www.grupoboticario.com.br
