São Paulo, September 2026 – O Boticário, Brazil’s leader in stores offering beauty experiences*, is expanding the role of its physical retail network beyond product sales. Through Studio Boti, the brand’s new beauty salon service platform — which brings together initiatives across makeup, skincare, haircare, fragrance, body care and men’s grooming — the company expects Studio Boti channel revenue to increase by up to four times by 2028.
The initiative builds on a growth driver that has gained momentum over the past three years and is already showing a meaningful impact on consumer purchasing behavior. With 100% of its store network trained to offer beauty experiences, the initiative’s GMV increased by more than 60% in 2025 compared with the previous year. Consumers who take part in these experiences have an average ticket size 70% higher than customers who do not use the services and visit stores, on average, twice as often. The average ticket size for the services themselves also grew 8% compared with last year.
More than a new revenue stream, Studio Boti’s strategy uses experiences as a gateway into the brand’s ecosystem. The full amount paid by consumers for paid services can be redeemed for products in-store, allowing each experience to become an opportunity for product trial, guidance and portfolio discovery.
“We are pioneers in rethinking the role of stores in beauty retail, transforming the reach of our network into a platform capable of delivering increasingly complete and relevant consumer experiences. Our expansion strategy is built around a continuous test-and-learn methodology, which allows us to evolve formats, services and customer journeys with agility. This knowledge, combined with our ability to personalize the experience according to each customer’s needs, strengthens our value proposition and points the way toward the future of physical retail,” says Bruno Guedes, Executive Director of Omnichannel Stores at Grupo Boticário.
FROM SALES TO PERSONALIZED RECOMMENDATIONS
The strategy also reinforces the transformation of stores into spaces for consultation and personalization. In addition to increasing foot traffic and repeat visits, the services help improve the quality of each sale by directing consumers toward products that better match their individual needs. This helps reduce uncertainty, frustration and returns while also generating new insights into consumer journeys.
Today, in addition to the beauty stations located within the sales floor of 3,000 O Boticário stores across Brazil, Studio Boti has expanded its footprint 25-fold since 2023, reaching 150 stores with dedicated spaces designed for complete self-care rituals.
In practice, the proposition translates into experiences across multiple categories. In makeup, the Make B. Experience offers a complete makeup service with three different look options, while Make Express provides free quick trials and product guidance. In skincare, the Botik Experience combines skincare with artificial intelligence resources for facial analysis and personalized product recommendations.
For haircare, the journey includes hair analysis and recommendations for Match treatments — O Boticário’s haircare brand — supported by the use of a trichoscope, a device that provides a detailed view of the hair and scalp and helps guide treatment product recommendations.
The Hydration Ritual, meanwhile, includes a complimentary hand spa and takes consumers through different stages of body care, from cleansing to fragrance. Malbec offers an experience designed for men, combining haircare, skincare and fragrance.
Today, 100% of stores offer Meu Recomendador Botik, available for consumers to use free of charge. The pioneering initiative received investment through GB Ventures in partnership with SaaS technology company Haut.AI and uses artificial intelligence and computer vision to provide highly personalized product recommendations based on skin and hair characteristics.
At the same time, more advanced technologies are being tested in selected formats, including the Smart Mirror, which uses artificial intelligence to identify skin characteristics and provide personalized product recommendations. The technology is initially available in four stores, with further expansion planned for later this year.
Technology also serves as a tool to address one of the main barriers in beauty shopping: the difficulty of identifying the right product among a wide range of options. By turning consumer information into more objective recommendations, the model aims to increase confidence in purchase decisions and encourage consumers to adopt complete routines rather than purchase isolated products.
NATIONAL SCALE WITH LOCAL VALIDATION
Despite the scale of the operation, new experiences are not automatically rolled out across the entire network. Before expanding, Studio Boti runs pilots in selected markets and store formats and tracks indicators including appointment occupancy, conversion into product sales, consumer satisfaction, repurchase rates and impact on average ticket size. Expansion takes place only after results and operational capacity have been validated, taking into account training, infrastructure and in-store execution.
Store selection also considers factors such as format and infrastructure, the profile and traffic of consumers in each market and operational maturity. Premium-format stores are already designed to accommodate more complete Studio Boti journeys.
In Lages, Santa Catarina, the company recently opened its first premium Studio Boti, bringing together different technologies and services from the platform.
THE PHYSICAL STORE AS A BEAUTY DESTINATION
O Boticário is investing in a store model that is increasingly less transactional and more deeply integrated into the consumer experience journey: a space where products coexist with consultation, services, diagnostics and technology.
The company expects to end this year having doubled the number of Studio Boti locations to more than 310 and plans to reach nearly 1,000 operating units across Brazil by 2028. The brand also intends to deepen innovation across its experiences, including through greater integration between physical and digital channels, such as the development of appointment booking through platforms including WhatsApp.
“As consumers increasingly value unique experiences and more meaningful interactions with brands, physical stores take on an even more strategic role. They allow us to combine human connection, product trial and a complete brand experience, while continuously learning more about consumers. Studio Boti brings this vision to life and acts as a platform for testing, learning and evolving our store formats,” concludes Bruno.
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*Leader in stores offering beauty experiences in Brazil.
Source: Euromonitor International Limited; Beauty Specialists, Beauty and Personal Care, based on custom research conducted in 2026; metric: number of beauty retail outlets in 2026.
