Betterware de México, S.A.P.I. de C.V. unveiled a new identity for its corporate and commercial activities, introducing the name “BeFra.” The BeFra name symbolizes the integration of Betterware and Jafra, allowing for a commercial identity that is easily identifiable.
Betterware de México S.A.P.I. de C.V. will continue to be the holding legal entity of the group, with no change in the bylaws or the listed stock of the company, and BeFra will be used only for commercial purposes.
The company also announced a new slogan, “Great brands. One essence.”, that the company believes reflects the convergence of the two companies into a solid and clear identity with an authentic and durable legacy.
“This new identity for the group extends the heritage of our legacy brands, embodying our philosophy of generating new opportunities and the ability to transcend categories and regions,” wrote Luis G. Campos, Betterware Chairman, and Andres Campos, Betterware CEO, in a statement.
