Introduction to Betterware and its Latin American Strategy
Betterware, a Mexican direct sales company specializing in home products, has announced its entry into the Colombian market by 2026 as part of its regional expansion strategy in Latin America.
Andrés Campos, General Director of BeFra—Betterware and Jafra’s parent company, revealed this information. He acknowledged that the expansion plan is based on positive results from recent operations in Central America and the Andean region, although he noted that it remains a small business.
Recent Successes in Ecuador and Guatemala
Betterware initiated operations in Ecuador in May of this year, surpassing its second-quarter target by achieving 2,500 active associates.
In Guatemala, the company has shown signs of recovery, with sales growing again in the second quarter.
“Our early success in Ecuador is due to replicating our proven Mexican playbook. These advances reinforce our belief in Central America and the Andean region of Latin America as significant markets, which should add growth to our group,” said Campos.
Betterware has not provided updates on its planned expansion into Peru, previously announced for this year.
The company had considered expanding to Peru and Colombia starting in 2022 but postponed these plans due to political and economic instability in Latin America.
Betterware began operations in the United States in 2024, focusing on serving the Hispanic population there.
Decline in Consumer Spending
Campos explained that since late 2024 and the beginning of this year, Betterware has faced a decline in general consumption, particularly in Mexico and the United States. However, since April, the situation has stabilized.
Given the environment, Betterware implemented internal measures to maintain profitability, such as optimizing marketing strategies and pricing, promotions, and product development to make its catalog more accessible and appealing to consumers.
“We anticipate macroeconomic stability, not necessarily a consumption rebound, but we predict stability in consumption trends,” Campos added.
He emphasized that some macroeconomic uncertainty still exists, and if it worsens, future growth will be more challenging. Nevertheless, Betterware will continue expanding its international presence.
Key Questions and Answers
- What is Betterware and its expansion strategy? Betterware is a Mexican direct sales company specializing in home products. It plans to enter the Colombian market in 2026 as part of its regional expansion strategy in Latin America.
- What recent successes has Betterware achieved? Betterware surpassed its second-quarter target in Ecuador with 2,500 active associates and has shown signs of recovery in Guatemala with growing sales.
- What are Betterware’s plans for Peru? Betterware had planned to expand into Peru but postponed the plans due to political and economic instability in Latin America. No updates have been provided.
- How has Betterware addressed the decline in consumer spending? Betterware implemented internal measures such as optimizing marketing strategies, pricing, promotions, and product development to maintain profitability amidst the decline in consumption.
- What is Betterware’s outlook on macroeconomic stability? Betterware anticipates macroeconomic stability, not necessarily a consumption rebound, but predicts stability in consumption trends.
