21. BOTICARIO GROUP Brazil www.boticario.com.br Sales: $1.39 billion
Key Personnel: Artur Grynbaum, chief executive officer; Miguel Krigsner, founder and administrative council
president; Fernando Modé, corporate vice president; André
Farber, vice president, business franchises; Lia Azevedo, vice
president, organizational and human development; Isabella
Wanderley, vice president, new channel development.
Major Products: Fragrances, skin care and color cosmetics.
Brands include O Boticário, Eudora, Quem Dissem, Berenice?
and The Beauty Box.
New Products: Coffee fragrances.
Comments: Boticario Group is the biggest fragrance retailer
in Brazil, a country that loves fragrance! The Group opened
more than 70 stores last year, closing 2016 with more than
4000 points of sale in 1,750 Brazilian cities.
Environmental issues are a driving force and the Group
achieved LEED certification during the past year, as well
as LIFE Certification which recognizes its efforts to preserve ecological diversity, natural resources and ecosystems.
Along those lines, Boticario’s new Cuide-se Bem collection
is packaged in environmentally-friendly material. It won a
Sustainable Beauty Award from Organic Monitor (now know
as Ecovia Intelligence).
In a technical advance, the Group is utilizing an artificial
testing technique, originally developed for the pharmaceutical industry, to test for allergens. The chip technology, which
eliminates the need for patch tests, identifies irritants in
During the past year, Boticario spent $500,000 to offer free
aesthetician courses at a new campus of the Federal Institute
of Education, Science and Technology in Bahia state.
Finally, in a study with far-reaching consequences, the Group
teamed up with ONU Women and Papo de Homem to look
at gender equality. Their work culminated in the documentary,
“Precisamos falar com os homens? Uma jornada pela igualdade
de gênero” (Do We Need to Talk to Men? A journey for gender
equality), and had viewings in São Paulo, Rio de Janeiro and Bahia.
22. ORIFLAME Sweden www.oriflame.com Sales: $1.3 billion
Key Personnel: Magnus Brännström, chief executive officer and
president; Jesper Martinsson, senior vice president and head of
commercial division and deputy chief executive officer; Gabriel
Bennet, chief financial officer; Michael Cervell, senior vice president, group strategy and business development; Thomas Ekberg,
senior vice president, global business area, Asia and Turkey; Johan
Rosenberg, senior vice president, global business areas and franchisees; Antonia Simon-Stenberg, vice president, sustainability,
quality management, packaging and artwork.
Major Products: Skin care, color cosmetics, fragrance, personal
care, hair care, accessories and wellness products.
New Products: NovAge Time Restore skin care, Colourbox color
cosmetics, and Eclat Lui, Elcat Mademoiselle, Venture Beyond
and Amber Elixir Crystal fragrances.
Comments: Oriflame is marking its golden anniversary this
year. Brothers Jonas and Robert af Jochnick founded Oriflame in
Sweden in 1967 and a member of the family remains at the helm.
“I am proud that we concluded the first 50 years of Oriflame
with a strong 2016,” said Alexander af Jochnick, chairman. “We
have a solid foundation and strategy for the future and I am look-
ing forward to the journey.”
Despite challenging market and macro conditions, Oriflame
returned to Euro growth, delivered double-digit local currency
growth and increased profitability during 2016. The strong per-
formance continued in the growth regions of Asia, Turkey and
Latin America, and a stabilization could be seen in Europe and
Africa. In CIS, Oriflame raised prices in an effort to achieve sus-
tainable growth and improve profitability.
During the year, the company focused on five operational topics:
• Strategic product categories;
• Driving sustainability across the business;
• Continuing online development;
• Digital business transformation in the IT and finance areas; and
• Capturing manufacturing opportunities.
Those strategic product categories include skin care and wellness, which were Oriflame’s fastest growing categories last year.
Skin care is the company’s biggest segment, while Wellness Pack
Woman was the best selling brand for the third year in a row.
Sustainability efforts included relaunching Ecobeauty, and a focus on sourcing more sustainable materials.
Last year, Oriflame implemented a cloud-based e-commerce platform and added several apps, chief among them was
Oriflame Makeup Wizard, which enables users to virtually try
on Orflame’s range of products. In a related move, the company
outsourced IT and financial operational services to IBM to facilitate its digital transformation. According to Oriflame, the move
will bring new levels of customer focus, productivity and automation to its technology and internal processes, not to mention
The International Top 30 is published
every August. To find out how US-based
companies performed, read The Top 50,
which is published in July.