|Description||Brazilian online cosmetics retailer|
BelezanaWeb is an online beauty retailer that offers to women of Brazil a selection of products that can only be found in the country’s best beauty salons.
The company was founded in 2006 by Alejandro Serodio, son of wealthy cosmetics businessman Ademar Serodio. Focusing initially on B2B sales under the name Cosméticos Delivery, the company grew modestly until 2011 without any external investment.
The company joined Brazil’s e-commerce frenzy when, through a merger, it brought onboard as partners Felipe Mansano and Lucas Mendes - younger businessmen with US upbringing and experience in the professional services industry.
A few months after the merger, through the connections of the new partners, came the funding and advisory of Tiger Global Management and Kaszek Ventures. The two firms, leading players in the Brazilian e-commerce scenario, made their first investment in the company in Q3 2011, bringing onboard Fernando Nawa, former CTO of Walmart.com.br, as a partner to guide Beleza’s IT platform restructuring.
In Q3 2012 came a second round of investment (the amount of which was undisclosed), led by the same firms that had led round 1. This has left the company’s controlling block pulverized and has fueled the company’s expansion into new product categories.