Grupo Boticário announces the acquisition of Truss The transaction accelerates the growth agenda while reinforcing Grupo Boticário's multichannel and multibrand strategy Grupo Boticário announces the acquisition of Truss Professional, a national brand leader in the hair care segment, highly consumed in beauty salons around the world. The brand is successful in more than 50 countries, with high standards formulations in their products, always innovating in the professional market. Founded in 2003, Truss is recognized for providing safety and high performance in procedures performed inside salons, due to highly concentrated formulations, with technological and vegan ingredients. Operating mostly through franchises, the brand has established itself among beauty professionals, with a strong DNA in education. Recently, the group inaugurated the largest and most modern international academy for professional hairdressers in the world, located in the state of São Paulo. In the last two years, the group launched two new business units: the Hair Spa by Truss, which provides exclusive experiences and treatments within licensed beauty salons, and La Moda, a brand focused on the pharma and food channels. In recent years, Grupo Boticário has made a series of investments and relevant movements in an attempt to serve the entire ecosystem of channels in the beauty market. With the acquisition of Truss, the strategy is to reach the professional segment, which in Brazil alone has approximately 790,000 professional hairdressers.1 The operation, advised by igc partners on the sell-side, accelerates the growth agenda of one of the largest business groups in Brazil and, at the same time, reinforces Grupo Boticário's multichannel and multibrand strategy. The agreement is enshrined as one of the main operations in the Brazilian beauty market formed from the union of two national companies.
