Vult Brand Guidelines: The 2004 Mogi das Cruzes Makeup Brand Grupo Boticário Bought in 2018

A makeup business built on wide distribution.

Vult is a Brazilian makeup and cosmetics brand from Mogi das Cruzes, a city in São Paulo state. Estadão reported in March 2018 that the business was opened in 2004, and O Globo and the trade title Premium Beauty News both gave 2004 as the year Vult entered the market. Its founders are Murilo Reggiani and Daniela Cruz. According to Estadão, Reggiani was the creative force behind the brand, while Cruz contributed most of the starting capital; the paper added that Reggiani had first worked for the cosmetics company Max Love before setting up his own business.

Vult grew through other people’s shelves rather than a chain of its own. O Globo counted 35,000 points of sale for the brand across Brazil in March 2018, and Premium Beauty News said they were mainly multi-brand stores and pharmacies. Estadão wrote that, although Vult had some outlets of its own, mostly kiosks, its strength lay in sales through distributors, pharmacies and supermarkets, and that its flagship was a makeup line aimed at lower- and middle-income shoppers. O Globo mentioned kiosks in busy places such as metro stations, and said the brand was strong in Brazil’s Northeast.

That distribution was what outside observers noticed. An analyst at the research firm Euromonitor International told O Globo that Vult was known for a well-built strategy among independent pharmacies, and that a larger owner could use that knowledge to sell its other brands. The same analyst told Premium Beauty News that Vult had a good presence at beauty specialist retailers in the Northeast.

An acquisition announced in March 2018.

On 9 March 2018 Grupo Boticário, the beauty group based in Paraná that owns O Boticário, announced that it was buying Vult. Estadão reported that the group would own 100 per cent of the business, that the founders would stay at its head, at least at first, and that the purchase needed approval from CADE, Brazil’s competition authority, before it could close. The price was not disclosed. Estadão called it a rare move by the group into mergers and acquisitions, noting that in 2013 it had bought a stake in the perfume distributor Frajo.

Until then the group had grown mainly by creating brands of its own. Estadão listed Quem Disse, Berenice?, Eudora and The Beauty Box among the brands it launched between 2011 and 2013, and said the Vult deal took it further into multi-brand retail, beyond its franchise stores and direct sales. Premium Beauty News set the purchase against other moves in Brazilian beauty: Natura had bought The Body Shop from L’Oréal, while Grupo Boticário was strengthening its base at home. The Euromonitor analyst quoted there compared the approach with L’Oréal’s 2014 purchase of Niely, buying a brand suited to segments and regions where the buyer was less present.

Approval came within a month. Consumidor Moderno reported on 5 April 2018 that CADE had cleared the purchase, according to a decision published in Brazil’s official gazette, the Diário Oficial da União, and that Reggiani and Cruz would remain with the company. At the time of the deal, O Globo reported, Grupo Boticário ran five business units: O Boticário, Eudora, quem disse, berenice?, The Beauty Box and Multi B. Analysts quoted by the paper said the purchase fitted a strategy, begun in 2010, of widening the group’s reach in the Brazilian beauty market, and O Globo noted that Multi B, which sold the group’s brands in pharmacies and perfumeries, followed the same kind of model that Vult already used.

Inside the group, Vult has joined shared formats. Portuguese Wikipedia lists it among Grupo Boticário’s brands today, with O Boticário, Eudora, Quem Disse, Berenice? and Beautybox, and describes Tô.que.tô, a multi-brand franchise that sells the group’s own brands, Vult among them.

Brazilian beauty brands.

The Brazilian beauty brands in this group introduce themselves through a small set of fixed elements: a short brand name, a plain wordmark, and named lines that run across perfume, make-up and body care, so that a fragrance family or a lipstick range can carry its own name under the house name. O Boticário took its name from the Portuguese word for an apothecary and began in 1977 as a compounding pharmacy in Curitiba; in 2026 one of its franchise shops was refitted with an interior modelled on the old boticas.

The way the products are sold shapes how the brands appear. Some grew through franchise shops and kiosks in shopping centres, others through direct sales, in which representatives order from a catalogue or a service centre and sell to their own customers, and most now combine shops, sellers and online stores. Campaigns follow the same channels, from television spots for Dia dos Namorados to launches timed to a fixed date such as the lipstick day on 29 July.

Group ownership is common, and this guide describes it plainly, by date. Grupo Boticário was formed as a holding company in 2010 and has since launched or bought brands including Eudora, Quem Disse, Berenice? and Vult. Where a brand has passed to another owner, including an international cosmetics group, the entry gives the owner and the date of the deal; where a brand remains independent, the guide says so only where a dated source does.

Each entry draws on corporate pages for founders, owners and franchise networks, and on dated independent press for anything beyond the company’s own word. Product lines are named as the companies publish them; the guide does not describe what the products do, and the palettes and typefaces shown are an unofficial interpretation rather than any brand’s own.

From pharmacy shelves to live selling.

The brand’s selling has moved online in recent years, but on marketplaces rather than its own site. In February 2026, IstoÉ Dinheiro reported that Grupo Boticário had opened official stores on Shopee for Vult, Quem Disse, Berenice?, Eudora and Beleza na Web, with Vult and Quem Disse, Berenice? concentrating on makeup there. In November 2026, O Globo’s business column Capital reported that Vult had joined TikTok Shop on 15 October 2026 and had turned its own e-commerce site into a product showcase only, carrying a notice that it no longer sold there. The column said the brand’s operation remained concentrated in pharmacies, perfumeries and supermarkets, and that the company said the move did not change the priority it gave to physical channels.

The same month brought a new campaign. Claudia reported on 4 November 2026 that Vult had launched a campaign with the actress Mel Maia, presenting a reworked makeup line under the name Pro-Finish, which the company describes as a technology of its own; the magazine framed it as a new phase for the brand.

For a design guide, Vult shows how a makeup brand can be built around where it is sold: kiosks, pharmacy shelves and supermarket aisles first, then marketplaces and live selling, with packaging that has to work in crowded displays next to other brands. Compare Quem Disse, Berenice?, the group’s store-based makeup brand, and O Boticário, its original brand. For this guide we use plum, copper and nude with a deep ink, with a geometric sans, an unofficial interpretation; no product or logo is reproduced.

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