In an increasingly vast market, choosing the ideal skincare product can still be a challenge for many consumers. With this behavior in mind, O Boticário, the most loved beauty brand by Brazilians*, is now using science as an ally to make this decision more informed and assertive. In partnership with Genera, a Brazilian laboratory specialized in personal genomics, the brand launches an initiative that connects genetic analysis to personalized recommendations of products from the Botik line, bringing a new layer of understanding about individual skin needs.
Launched in 2020, Botik marked Boticário’s entry into a new generation of skincare, with the goal of democratizing access to dermatology-proven actives and translating advances in skin science into high-performance solutions for everyday use. From the beginning, the line was developed with a focus on the skin’s natural transformations over time, especially the needs of mature skin. Over the years, it has evolved to support women through different moments of their skincare journey, including initiatives and research addressing the specific demands of skin during menopause.
Now, this trajectory of investment in science and technology advances to a new level of personalization with the exclusive Botik & Genera panel, which interprets specific DNA variations, known as SNPs, associated with biological skin characteristics such as collagen and elastin production, antioxidant capacity, oiliness, sun sensitivity, and vitamin metabolism. Based on this information, the system cross-references genetic results with the actives present in the Botik line and suggests skincare routines aligned with each consumer’s biological predispositions.
“Skincare has evolved significantly in recent years, but there is still a common challenge for consumers: understanding which product to choose among so many options. By integrating genetics into this journey, we use science to reduce this gap and help people better understand their skin’s needs,” says Gustavo Dieamant, Executive Director of Research & Development at Grupo Boticário.
According to the executive, the initiative is part of a broader movement by the brand to deepen the use of science and data to enhance the beauty experience. “Genetics opens a completely new layer of understanding. It allows us to look at biological predispositions that are not visible to the naked eye and transform this knowledge into practical skincare guidance.”
The partnership with Genera connects this scientific expertise to the consumer experience. Founded in 2010, the company is a pioneer in Brazil in genetic testing focused on ancestry, health, and well-being, and now expands its scope into skincare. “We are expanding the use of genetics beyond self-knowledge and bringing this information into people’s daily lives. When this data starts guiding personal care product choices, we open a new frontier of personalization in retail,” says Gustavo Mills, Business Manager at Genera.
How the experience works
The Botik & Genera panel is available, included at no additional cost, for consumers who purchase the Genera Premium package, the most comprehensive offering on the company’s genetic testing platform, sold exclusively through Genera’s e-commerce.
After receiving the collection kit at home and sending a saliva sample for laboratory analysis, consumers gain access to a digital report with different genetic panels, including the one developed in partnership with Boticário. This report analyzes markers related to key biological skin processes such as hydration, skin barrier integrity, collagen and elastin production, antioxidant capacity, and sun sensitivity.
Based on these predispositions, the platform suggests skincare routines using products from the Botik line, considering essential steps such as cleansing, treatment with high-potency serums, hydration, and sun protection. As part of the experience, consumers also receive a discount voucher to purchase recommended products on Boticário’s e-commerce. The coupon can also be applied to any other item in the Botik line, allowing consumers to choose what best fits their needs.
This initiative aligns with a global trend toward increasingly personalized beauty solutions. According to Spherical Insights, the global skincare market was valued at approximately USD 135 billion in 2022 and is expected to surpass USD 230 billion by 2032, driven by the demand for specialized products and tailored routines. Meanwhile, according to IPC Maps, Brazilian households are expected to spend around BRL 242.3 billion on hygiene and personal care by the end of this year, representing an 11.2% increase compared to 2024.
Research and innovation in Botik’s DNA
The initiative also reinforces one of Grupo Boticário’s long-standing pillars: continuous investment in research, development, and innovation to deepen the understanding of skin biology and transform this knowledge into increasingly effective skincare solutions.
This work is supported by Grupo Boticário’s robust Research & Development structure, which brings together multidisciplinary teams in laboratories dedicated to skin research, formulation development, and rigorous efficacy and safety evaluation. In this environment, scientists, pharmacists, engineers, and data specialists work in an integrated way to develop technologies and actives capable of addressing the skin’s different needs over time — a foundation that supports the continuous evolution of Botik solutions.
This ongoing focus on skin biology and its changes throughout life guides the development of the brand’s portfolio, which now includes solutions for different routines and treatment levels. The line ranges from essential daily care items, such as vitamin C and hyaluronic acid, to formulas with high-potency dermatological actives like pure retinol and glycolic acid, as well as ingredients recognized for their effectiveness in treating various skin conditions, such as peptides, cica panthenol, mandelic acid, salicylic acid, and tranexamic acid.
“We believe the future of skincare lies in increasingly personalized routines based on scientific evidence. By combining genetics, data analysis, and the development of high-performance products, we are able to offer a much more precise and informed care experience,” concludes Gustavo Dieamant, Executive Director of Research & Development at Grupo Boticário.
