Market · buyers
Global cosmetic brand target list · 735
Third-party view of each brand: monthly site visits and ranks, parent and listing, public revenue and funding, channels and price tier, in-house vs contract manufacturing (with evidence), public corporate contacts and leaders, analyst-style read and partnership angles.
Public facts only: revenue with year and source, never estimated; traffic from Similarweb public pages (month shown); manufacturing model backed by official or press wording. Enrichment done for 735 brands, 465 with Similarweb monthly visits; the rest are small sites whose figure Similarweb does not show, never estimated. Manufacturing model only from official sites, Wikipedia or legally required manufacturer disclosures; otherwise marked not disclosed.
Mexico · Westlake Village, California, USA (JAFRA Cosmetics International); Mexico City, Mexico (JAFRA de México) · Skincare, color cosmetics and fragrance
Jafra Site ↗
- 67.3KMonthly visits · 2026-08
- #319,716Global rank
- #1,335 (Beauty and Cosmetics, United States)Category rank
- 41.52%Bounce
- 9.86Pages/visit
- 00:04:08Duration
Top regions:United States 90.18% · Mexico 4.79% · India 2.45% · Top source:Direct 72.96%
Legacy direct-sales beauty brand now integrated into Betterware's combined 'BeFra' direct-sales platform across Mexico and the US.
- Parent
- Betterware de México, S.A.P.I. de C.V. (Nasdaq: BWMX) — completed acquisition of JAFRA's Mexico and US operations April 29, 2024; previously owned by Germany's Vorwerk Group · private (subsidiary); parent Betterware de México listed as BWMX on Nasdaq · Founded 1956 (Jafra brand history); acquired by Betterware de México in 2024
- Revenue
- not disclosed as a standalone figure; reported only within Betterware de México's consolidated financials (SEC Form 20-F, FY2024)
- Funding
- Acquired by German direct-sales group Vorwerk in May 2004; Vorwerk sold Jafra to Mexican direct-sales company Betterware for US$255 million in 2022 (Wikipedia, via Vorwerk company article).
- Channels
- Direct sales via independent consultants · DTC site
- Manufacturing
- In-house — Wikipedia (via the Vorwerk company article) describes Jafra as an 'American cosmetic manufacturer,' implying it produces its own products, though the specific manufacturing country is not confirmed from fetched sources; Jafra's own homepage lists only a Westlake Village, California corporate address.
- Contact
- Investor relations via befra.com/news-events/press-releases; corporate site jafra.com
- Leaders
- James Christl, President/CEO of JAFRA Cosmetics International (per pre-acquisition trade profile) — source: happi.com
- Analyst view
- Jafra Cosmetics is a long-running direct-sales beauty brand using an independent-consultant model like Avon or Mary Kay, with roots in Mexico and the US Hispanic market. It changed hands twice: Vorwerk (Germany) acquired it in 2004, then sold it to Mexican firm Betterware for US$255 million in 2022, returning it to Mexican ownership. Its skincare, makeup and fragrance lines are priced for the mass direct-sales market, with high pages-per-visit hinting at a returning-consultant user base.
- Partnership angles
- 2022 return to Mexican ownership under Betterware may renew strategic focus on the Mexican and Latin American direct-sales market · Mass-market, consultant-driven pricing model favors stable, high-volume production over premium small-batch runs · Broad category range (skincare, makeup, fragrance, baby, spa) implies ongoing need for diverse formulation and line-extension capacity.