Jequiti Logo

In 2006, the Brazilian beauty and cosmetics landscape was enriched by the launch of Jequiti, a venture by well-known television host and entrepreneur Silvio Santos. Headquartered in São Paulo, the company set out to create beauty products that were both affordable and high-quality.

The brand initially introduced a collection of fragrances and color cosmetics that resonated with Brazilian aesthetics and preferences. The following year, in 2007, Jequiti ventured into retail, opening its first physical store in São Paulo. Over the next few years, the brand rapidly expanded its retail footprint across Brazil.

By 2010, Jequiti’s product offerings had grown substantially, encompassing over 200 items across makeup, skincare, haircare, and personal care. The brand’s products stood out for using native Brazilian ingredients like açaí and guaraná, which contributed to their popularity.

To tap into the children’s segment, Jequiti launched children’s and infant products in 2013. The brand then expanded beyond Brazil’s borders in 2016, launching its products in Portugal and entering other markets across Europe and North America.

Today, Jequiti is one of Brazil’s largest cosmetics companies, employs over 1,500 people, and distributes its products in 15 countries. Under Rebeca Abravanel, the company remains committed to growth, frequently unveiling new products and continually expanding its global reach.