Vult announces major makeup portfolio restructuring

Vult, a beauty brand owned by Grupo Boticário and a leader in the Brazilian pharmaceutical makeup channel, has announced a major restructuring of its portfolio. This transformation marks a significant milestone in the brand's 20-year history.

The strategy focuses on introducing high-performance formulas and updated packaging for its flagship products. By modernizing its offerings, Vult aims to meet the evolving demands of contemporary consumers who prioritize clear product benefits and perceived value. Through this restructuring, the company has set a goal to expand its makeup category sales by 20% by 2027.