How Grupo Boticário uses AI to strengthen human connections

Two things done well, now at scale

Grupo Boticário began in 1977 as a small compounding pharmacy in Paraná. According to Renato Pedigoni, the group’s CTO, the founder did two things very well: he served customers with care and affection, understanding their needs, and created high-quality products.

Almost five decades later, its ecosystem encompasses laboratories, factories, innovation, technology, logistics, marketing, and retail—with a presence in more than 40 countries, more than 4,000 physical stores across more than 1,700 Brazilian cities, and an ecosystem of 200,000 points of sale across retail, partners, and suppliers. It is one of Brazil’s largest beauty franchise networks.

The company’s premise is that technology exists to keep doing those same two things—on a massive scale.

“Today, almost 50 years later, we use technology to continue doing those two things well, and at scale,” says Pedigoni.

This is the origin of the term the company adopted to describe itself: Lovetech—the union of technology and human sensitivity as pillars of its culture, helping the company innovate while preserving the human touch.

“We like to call ourselves a Lovetech, using technology to bring people closer together, encourage self-care, and connect with the people in our ecosystem.”

—Renato Pedigoni, CTO, Grupo Boticário

Why the platform had to be proprietary

The decision to develop solutions internally stems from how the group operates: a vertically integrated chain that runs from research and development laboratories through manufacturing, distribution, and logistics to the final interaction with customers.

That interaction happens on many fronts at once. Beyond being multi-brand, the group is multichannel: physical stores, e-commerce, marketplaces, franchising, direct sales, B2B, and B2P. More than 10 consumer brands—including O Boticário, Eudora, Quem Disse Berenice, Vult, and Truss—operate under different business models, with franchisees, resellers, and beauty professionals in salons.