Beauty for All (B4A), Latin America’s leading beauty technology company, announced a R$15 million ($2.5M) investment round led by 4Equity, with participation from Mercado Bitcoin investors and existing backers. 

According to Startupi.com.br., the company plans to allocate R$10 million ($1.72M) toward expanding influencer partnerships and media channel development.

B4A’s bfluence platform currently connects over 10,000 content creators with major beauty brands, including Natura, L’Oréal, Nivea, and Vult. The company has served over 500 brands through its B2B operations while maintaining a direct-to-consumer presence, reaching over 2 million customers.

“B4A has been at break-even since 2023 and is growing 30% per year,” Jan Riehle, CEO of B4A, said in a statement. “The new investment will allow us to expand our B2C operation through glam, consolidating it as the main platform for purchasing beauty products online.” The company projects 50% growth in 2025 following this expansion.

4Equity’s investment model emphasizes collaborative marketing resource allocation across programmatic media, television, digital advertising, and influencer campaigns. Felipe Hatab, CEO of 4Equity Media Ventures, said this marks the fund’s first investment in the beauty sector.

“The ecosystem [B4A] have built demonstrates the potential for innovation in this market,” Hatab noted. “We believe there is great synergy with our fund, especially due to the recurring model and the close relationship with influencers.”

The remaining investment funds will be raised through token issuance on the MB platform to diversify investment sources and enhance communication strategies.

B4A’s business model combines subscription services with e-commerce operations while managing several D2C beauty brands. The company’s current portfolio includes subscription-based shopping clubs through Glam Beauty and Men’s Market platforms, alongside house brands Glam Beauty, ella, Malmo, and Men’s Market, which focus on accessible pricing in the beauty segment.

According to Statista, ad spending in South America’s Influencer Advertising market is forecasted to reach $0.81bn in 2025. The average ad spending per internet user in the Influencer Advertising market is estimated at $2.41 in 2025.