Ecosmetics: from backyard to R$200M franchise

From backyard pot to R$ 200 million brand

In 1999, Edson Borgo — a kung fu and football instructor at the time — started making cosmetics by hand in his backyard in Teixeira de Freitas, Bahia, using a pot, a burner and a wooden spoon. He had no formal registration, and health authorities eventually shut his improvised factory down. Rather than giving up, Borgo used the setback as a turning point: he raised roughly R$ 30,000, consulted SEBRAE, enrolled in a business administration course and in 2002 rented a 290 m² warehouse to formalise the company as Ecosmetics.

How did the company grow so fast?

Growth was gradual and deliberate. Borgo describes it as "snail-like": the brand first conquered nearby cities, then the main urban centres of Bahia, and eventually expanded across Brazil through a network of small and medium distributors. The product portfolio grew from 20 items to 380. In 2014 international expansion began; today Ecosmetics has distributors in 74 countries and operates distribution centres in Portugal and the United States. The export market now accounts for 28–32% of annual revenue.

What does the new franchise model look like?

At the start of 2025 Ecosmetics officially entered franchising, a process that took about 14 months to design with the help of a specialised consultancy. Of the roughly 230 Brazilian distributors, 195 migrated to the franchise model; the rest discontinued operations. Combined with new investors, the network now stands at 220 franchise units — all in just seven months. The company's goal is to reach 1,000 units by 2028.

What is the current scale of the operation?

Ecosmetics' plant in Teixeira de Freitas covers 10,000 m² and has a production capacity of 24 tonnes per month. The company employs 120 people directly and supports around 3,000 jobs across its supply chain. Annual revenue stands at R$ 200 million, with the international market contributing nearly a third of that figure.