Boca Rosa Beauty Brand Guidelines: From a Payot Licence in 2018 to an Independent Relaunch

A YouTube name turned into a makeup line.

Boca Rosa Beauty grew out of a name that came before the brand. Bianca Andrade, from Rio de Janeiro, built an online following with makeup tips as a teenager, first on a blog and then on YouTube. The name Boca Rosa, “pink mouth,” came from the pink lipstick she wore to school every day, which became her trademark, NeoFeed reported in June 2025.

In 2018, according to the same report, Payot Brasil invited her to develop her own makeup line and to take the role of creative director. On Friday 5 October 2018 she announced the collection to her followers, Capricho reported that day, under the name Boca Rosa Beauty By Payot; the first line-up included gloss, lipstick, an eyeshadow palette, mascara and an eye pencil.

The arrangement was a licence. Brazil Journal reported in December 2023 that Payot handled the production, distribution and sale of the Boca Rosa products, while the marketing fell to Andrade’s own company, as the face of the brand. Payot Brasil, which the paper said had been owned by the Grotkowski family since the 1960s, had closed its own factory in 2017 and worked with contract manufacturers.

The name also travelled beyond makeup. Portuguese Wikipedia says that in 2019 Andrade launched a hair-care line, Boca Rosa Hair, in partnership with the hair brand Cadiveu. Through these years the makeup brand was sold mainly through department stores, pharmacies and specialist cosmetics websites, Brazil Journal reported.

Five years with Payot, then a relaunch.

In October 2023 Andrade announced the end of the five-year partnership with Payot, Brazil Journal reported. She told the paper she wanted to build her own supply chain from the start and to choose her own suppliers, which the licence had not allowed. From 2024, the paper said, she would control the whole production chain, with manufacturing carried out by a contracted company, the same model Payot had used. In June 2024 she told ELLE Brasil that large companies had invited her to relaunch the brand with them, but that she had decided she needed to own it outright in order to tell its story her own way.

The relaunch came the following summer. In June 2024 ELLE Brasil reported that the official launch of the new brand was set for 25 June 2024, and that it would be called simply Boca Rosa, without the word Beauty. The first material released showed a new visual identity and the first product of the new range, a foundation in stick form, offered in 50 shades. Andrade told the magazine that the whole portfolio was new, and that the brand had been born for the makeup artist with a kit case and was now aimed at women carrying a handbag, with simple, practical formats.

The new identity drew comment online. ELLE Brasil noted that the changes had spread on social media and drawn criticism, and Andrade said she treated that attention as publicity for the relaunch. She described the rebrand as a change to the whole concept of the brand rather than only to its look.

The early months were not smooth. NeoFeed reported in June 2025 that, after a pre-launch live stream, about 3 percent of the first items sold had problems, mainly faulty packaging, because the partner factory was not ready for that volume in a new format. The company took four months to fix the issues and released the products again gradually in new packaging, so that the first half of 2025 was a run of launches.

Brazilian beauty brands and how they present themselves.

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.

Neutral packs and one pink mouth.

Andrade explained the 2024 identity to ELLE Brasil in some detail. She said the team chose neutral tones, off-white, grey, black and white, so that the colours of the products would stand out. On the foundation boxes, she said, one side is printed in the shade inside, so that the 50 boxes placed together form a gradient. The only other point of colour is a small pink mouth, the “boquinha rosa,” placed at chosen points on the packs and in the brand’s communication. She said the early brand had used strong colours to get attention when it was small, and that the new look mixed her own more minimal taste with the Boca Rosa persona.

Formats carry the same idea. The relaunch was built around products in stick form, which NeoFeed described as still unusual in Brazil, and the last product of the 2025 wave was a stick blush called stick cor. As of June 2025 the products were sold through the brand’s own online shop and through retailers including Sephora and C&A, NeoFeed reported, with Andrade still the sole investor in the business.

The brand’s name now has two forms. Boca Rosa Beauty refers to the licensed brand made and sold by Payot from 2018 to 2023; Boca Rosa is the independent brand relaunched in June 2024, which Andrade controls and has made by a contract manufacturer.

For a design guide, Boca Rosa Beauty shows how a creator-led brand can move from a bright persona to a quiet system in which the product shades and one small motif do the work. Compare Ruby Rose, another Brazilian makeup label, and Sephora, one of its retailers. For this guide we use charcoal, grey, off-white and a pink with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Boca Rosa Beauty’s identity on hand — save it to a board in the Made Good inspiration library.