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Uniting two distinct companies is never an easy task, especially when the two companies offer very different products. But when Betterware acquired Jafra in 2022, the company chose to forge a new path and create a strong, forward-thinking home that could empower both brands to do what they do best while finding commonalities and efficiencies to help each company thrive. Within BeFra, Betterware and Jafra are growing, expanding and reaching more customers than ever before.
The decision to acquire Jafra in 2022 was the catalyst for Betterware to transform into something new—something that would honor the legacy and success that both companies brought to this new union and also set the stage for future growth. While the Betterware brand continues to thrive, in early 2024, the company chose to step into a new era as BeFra, symbolizing the integration of Betterware and Jafra. BeFra functions as a house of brands, celebrating the unique companies within it, connecting consumers to the brands they know and love and remaining open to the possibility of adding new, exciting brands to the family.
While the two brands operate in different categories, bringing them together with a common vision and purpose has allowed both to grow tremendously in recent years. Prior to the acquisition in 2022, Jafra had experienced 15 years without growth. But once the Betterware business model was implemented, Jafra experienced double-digit growth in 2023 and 2024 with a year-over-year increase of 13 percent in net revenues in 2024. Betterware Mexico has doubled its net revenue and salesforce since 2019, growing steadily despite post-pandemic home products market volatility.
BeFra President and CEO Andres Campos believes this growth is rooted in the same priorities that set BeFra and its brands apart from competitors both within and outside the direct selling space.
“We think that the brand and the product is the number one important thing,” he explained. “Because in the end, that final consumer must be completely excited and satisfied with the experience of our brands. The second thing that I think has set us apart is the way we manage our relationship with our leaders and sellers, and how we empower them. We think there’s huge potential for person-to-person selling. You just need to know how to evolve the salesforce—but that doesn’t mean getting rid of the old ways, it means evolving the fundamentals. And, thirdly, to achieve this, we invest heavily in research, technology and business intelligence to become relevant as a brand to the consumer and relevant as a channel to the seller. Going forward, we know that’s what will keep making us different. We’re doing the same we’ve been doing for more than 20 years, but now we’re doing it on a larger scale and in other categories.”
Currently, BeFra is home to more than 1.1 million Distributors and Associates across the Betterware and Jafra sales fields. The team has worked to share best practices and strategies from one company to the other, but each company operates independently. One important commonality they share is the ease of starting and operating a business.
“We make it easy for everyone to start selling fast with no investment, because that’s what we’re about: creating opportunities for everyone,” said Santiago Campos, Managing Director of Betterware Mexico. “We want you to start selling and to have that sale be fast and easy without an investment.”
Ongoing Transformation
Evolution has been a constant in what Andres calls the “transformative space” of the last several years with more years of change to come. The past five years have seen a steady stream of transformation for the company—from privately owned brand to public company to corporate group to international powerhouse. The three guiding priorities of consumer, salesforce and investment ripple with transformation, as the BeFra team brings fresh vision to the group’s current season.
Both BeFra brands serve consumers with high quality, yet affordable products that improve the quality of their lives through home solutions and beauty. As the group looks to the horizon, the leadership team envisions housing additional brands that align with the same consumer focus, through both acquisition and organic growth.
The team is actively evolving the relationship of the company with their salesforce, while remaining a person-to-person business opportunity. But Andres and the team believe that person-to-person selling has huge potential to grow and change just as retail and ecommerce have evolved to meet constantly changing consumer preferences.
This vision aligns with broader trends in the gig economy, which continues to expand rapidly across Mexico, Latin America and the United States. As more individuals seek flexible, independent income opportunities, the rise of platform-based work and entrepreneurial sales models is creating fertile ground for innovation in how companies engage and empower their salesforce.
“I think affiliate or social selling is a very clear path of evolution to the future,” shared Pilar Sanchez, Managing Director of Jafra Mexico. “The legacy model is naturally evolving towards that, and naturally our direct sellers are already doing it. What we do is enable them. We let them; we allow them; we empower them to do whatever they want to be out there.”
BeFra’s investment approach is evolving to focus on three key pillars: innovation, technology and business intelligence. Investment in all three areas will not only support BeFra’s brands but the Distributors and Associates themselves.
Unlimited Potential
2025 is a year of celebration for BeFra. It marks the 30th birthday for Betterware Mexico; the fifth anniversary of the company going public; three years since the Jafra acquisition; one year since BeFra was created; and one year since the group officially launched its international expansion strategy.
These anniversaries further celebrate BeFra’s ongoing transformation, as the group achieves milestones in the context of future growth—because there’s so much more to come. The team sees tremendous opportunity in the US specifically and considers the US market the number one market for direct selling—even more so with the explosion of gig economy opportunities that highlight the demand for extra income. While BeFra has started with the Hispanic market in the US, the team will be targeting all demographics, hoping to reach everyone looking to build a great business.
“We are excited about this next level of growth,” Andres shared. “We are very close to reaching one billion USD in net revenue, and we think that reaching that milestone will allow us to achieve explosive growth. We think that we have the correct model and the correct mindset. This will not only be a great opportunity for investors, but it will have a very big impact on many people, which is the most important thing for us. Our business creates great opportunity for people who need an extra income.”
From the July/August 2025 issue of Direct Selling News magazine.
