BWMXNYSERetail-Catalog & Mail-Order HousesUS GAAP · USD

Betterware de Mexico, S.A.P.I. de C.V

Betterware de México, S.A.P.I. de C.V. is a direct-to-consumer consumer products company based in Mexico that sells household organization, practicality, space-saving, and hygiene products. Through JAFRA, it also participates in the beauty category, offering fragrances, color cosmetics, skin care, and toiletries in Mexico and the United States.

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Revenue14.2bn USD
+1.0 %y/y
Net income1,061m USD
+49.1 %y/y

Fiscal year 2025 · change from previous year

Development 2020–2025

051015bn USD20202021: 10.0 bn USD20212022: 11.5 bn USD20222023: 13.0 bn USD20232024: 14.1 bn USD20242025: 14.2 bn USD202514.2
RevenueOperating profit (EBIT)
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Business

Share of revenue
Home organization and household products55 %

Consumer products for household organization, practicality, space-saving, and hygiene.

Fragrances20 %

Direct-to-consumer fragrance products sold under the JAFRA brand.

Color cosmetics10 %

Makeup products marketed through the company's beauty distribution network.

Skin care8 %

Facial and body care products sold to beauty customers.

Toiletries and personal care7 %

Everyday personal care items sold alongside the broader beauty portfolio.

Customers

The company sells to end consumers through a direct-to-consumer model, with a broad base of households in Mexico and additional customers in the United States. Its products are typically bought for everyday use, gift-giving, and personal care, with buying decisions influenced by practicality, affordability, and brand trust.

Mexican household consumers

Buy home organization, practicality, and hygiene products for everyday use and convenience.

Beauty consumers in Mexico

Buy JAFRA fragrances, cosmetics, skin care, and toiletries through direct selling.

Beauty consumers in the United States

Buy JAFRA beauty products in the U.S. market through the company's direct-to-consumer network.

Distributors and associates

Place consumer orders and drive sales reach for both the home and beauty portfolios.

Strategy

The company’s strategy is built around an asset-light direct-to-consumer model that can scale with limited capital intensity. It combines Betterware’s household product platform with JAFRA’s beauty portfolio to broaden categories, customer reach, and repeat purchase opportunities across Mexico and the United States.

Scale the direct-to-consumer platformMedium term

A low-capex model can expand without heavy fixed-asset investment.

Grow the beauty portfolio through JAFRAMedium term

Beauty expands the product mix beyond home organization and increases customer occasions.

Maintain cross-border reach in Mexico and the U.S.Long term

Geographic diversification broadens the customer base and reduces reliance on one market.

Geography

The business is centered in Mexico, where Betterware originated and where most of its consumer reach and operating footprint are concentrated. Through JAFRA, the company also sells in the United States, making it a cross-border consumer platform rather than a single-country home-products seller.

Risks

The business depends on direct selling, distributor productivity, and consumer demand for discretionary household and beauty products, so demand swings can affect order volumes. Cross-border exposure adds currency, regulatory, and execution complexity, while the acquisition-driven structure increases integration and intangible-asset risks.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Distributor network dependence1Consumer demand sensitivity2Goodwill and intangible asset impairment3Foreign exchange and cross-border execution4
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Distributor network dependenceImpact: HighLikelihood: High

    Sales are driven through associates and direct-to-consumer ordering, making productivity and retention important.

    ExposureOrder volumeCustomer acquisitionRepeat purchases
  2. Consumer demand sensitivityImpact: HighLikelihood: Medium

    Home and beauty products are discretionary and can be affected by household spending trends.

    Exposure: Mexico and U.S. end demand

  3. Goodwill and intangible asset impairmentImpact: HighLikelihood: Medium

    The business carries significant acquired intangible assets and goodwill from JAFRA.

    Exposure: Acquisition accounting balance sheet values

  4. Foreign exchange and cross-border executionImpact: MediumLikelihood: Medium

    The company operates in Mexico and the United States, creating exposure to currency and operational complexity.

    Exposure: MXN/USD transactions and reporting

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Accounting

Judgemental items
Goodwill impairment

The balance sheet includes goodwill from the JAFRA acquisition, which must be tested for impairment.

Impact: Could create large non-cash charges if expected cash flows weaken

Intangible asset valuation

Brand and acquired intangible assets are large relative to total assets and may require amortization or impairment.

Impact: Affects earnings, equity, and book value

Inventory accounting

A consumer goods and beauty model relies on product availability and inventory turnover.

Impact: Write-downs can hit cost of sales and gross profit

Receivables and tax balances

Trade receivables and recoverable taxes are meaningful working-capital items.

Impact: Affects cash conversion and potential credit losses

Derivative instruments

The company reports derivative financial instruments on the balance sheet.

Impact: Fair value changes can introduce earnings volatility

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Last updated: 28/09/2026