MISSION
To create independent business opportunities for those who want to seize them.
About BeFra
BeFra is a leading branded consumer products platform in Mexico and Latin America, bringing together three iconic brands: Betterware, a leader in innovative home solutions; Jafra, a leading beauty and personal care company operating in Mexico and the United States; and Tupperware, a leading brand in food storage and drinkware. Through these brands, BeFra operates across Mexico, Brazil, the United States, and an expanding footprint throughout Latin America.
Our platform combines proprietary direct-selling and social-selling capabilities, world-class manufacturing, a broad portfolio of innovative products, and a longstanding culture of operational excellence. We support a combined network of approximately 1.5 million Associates and Distributors with compelling business opportunities, strong merchandising, and digital tools that enable them to build and grow their independent businesses while bringing trusted products to consumers across our markets.
Great Brands, One Essence.
Great Brands. Our expertise lies in building exceptional brands. We focus on innovation, quality, competitive pricing, and bold marketing strategies, through which we create brands that resonate with consumers and drive our long-term success.
One Essence. We offer a premier gig opportunity, enabling individuals to generate additional income or build a thriving business by commercializing our products. More than just providing flexibility and earning potential, we are redefining the direct selling landscape, creating a model that empowers entrepreneurs and drives sustainable growth.
VALUES
Positive Attitude
We forge a clear path toward meeting ambitious goals and objectives while cultivating optimism across our network of distributors and associates.
Honesty
We operate transparently and are driven by loyalty to each other and our customers.
Commitment
We endeavor to go beyond the goals we set for each other; we make good things happen.
Respect
We recognize everyone’s worth, including our own, by treating everyone with dignity, while also promoting diversity of opinion.
VISION
We want to bring harmony and beauty to every home and person through a broad portfolio of innovative products, while offering millions the opportunity to earn additional income for themselves and their families.
Our history
1995 to 2001
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Betterware de México is founded.
Betterware begins operations in Mexico, establishing the foundation for the Group’s home solutions business.
2001 to 2004
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A new stage of growth begins
Luis Campos acquires Betterware de México, making it independent and beginning its transformation into a leading direct-to-consumer company.
2004 to 2013
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Strengthening associate loyalty
Betterware launches Puntos Betterware, reinforcing engagement and loyalty across its sales network.
2013 to 2015
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Building data-driven capabilities
Betterware establishes its Business Intelligence function, making data and analytics central to commercial decision-making.
2015 to 2020
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Digital transformation accelerates
Betterware launches its first digital application, strengthening its technology-enabled direct-selling platform.
2020 to 2021
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Betterware enters the public markets
Betterware’s ordinary shares begin trading on Nasdaq under the ticker symbol BWMX on March 13, becoming the first Mexican company directly listed on Nasdaq.
2021 to 2022
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Investing in scale and infrastructure
Campus Betterware begins operations, and the Company completes its first sustainability bond issuance in the Mexican market.
2022 to 2023
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Jafra joins the Group
Betterware acquires Jafra’s operations in Mexico and the United States, expanding the Group into beauty and personal care.
2023 to 2024
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BeFra is created
The BeFra corporate identity is established to bring Betterware and Jafra together under one Group and a shared strategic platform.
2024 to 2025
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BWMX transfers to the NYSE
BeFra transfers its listing to the New York Stock Exchange on June 7, retaining the ticker symbol BWMX.
2025 to 2026
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Expanding our regional impact
BeFra advances its expansion across Latin America and strengthens its sustainability strategy through a double-materiality assessment.
Before 2026
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Tupperware joins BeFra
BeFra completes the acquisition of Tupperware’s operations in Latin America and secures an exclusive, perpetual, and royalty-free license to the brand throughout the region, creating a three-brand consumer products platform.
