Westlake Village, CA
www.jafra.com

Sales: $370 million

With distribution in seven countries in North and South America, Asia and Europe, beauty brand Jafra has research laboratories in the US, a distribution center in Lewisville, TX and a production plant in Querétaro, Mexico. Its moniker is derived from the mash-up of the founders’ names—Jan Day and her husband Frank.

The Jafra Cosmetics division produces and sells high-quality cosmetics and can look back on more than 60 years’ experience in direct selling. The illustrious range comprises skin and body care, fragrances, decorative color cosmetics, spa and anti-aging products. Jafra is a market leader in the area of fragrances in Mexico as well.

With that, this is the last year that Jafra will be placed on the Happi Top 50 list. The executive board of the Vorwerk Group has sold Jafra Cosmetics International in Mexico and the US to Betterware de Mexico, a Nasdaq listed company. The deal is for a total cash consideration of $255 million. The rights to the Jafra business in Indonesia will remain with Vorwerk.

Founded in 1995, Betterware de Mexico is a leading direct-to-consumer company in Mexico with a portfolio that includes home organization, kitchen, laundry and cleaning products.

In product development, Jafra’s most buzzworthy launch of the year was a gender-neutral fragrance called Nuud.

Nuud by Jafra

Westlake Village, CA
www.jafra.com

Sales: $386 million

The Jafra Pro line.

Jafra Cosmetics sales fell 9.3% percent in 2020, mainly due to the pandemic, especially in its main market of Mexico, which was also impacted by forex. In Mexico, the firm reported a decline in revenue of 3.6% in local currency. Sales in the US were substantially above the previous year. Another bright spot for Jafra was Indonesia; sales rose 21.1% over the previous year (to EUR 19 million).

Selling products in seven countries in North and South America, Asia as well as Europe, Jafra had than 508,000 self-employed consultants in 2020, with 427,300 in Mexico alone. The company has research laboratories in the US, a distribution center in Lewisville, TX and a production plant in Querétaro, Mexico.

Jafra’s name comes from the mash-up of the founders’ names—Jan Day and her husband Frank.

Westlake Village, CA
www.jafra.com
Sales: $380 million

Sales: $380 million.

Sales declined about 7% last year. The drop was attributed mainly to exchange rate effects on the Mexican peso, according to its parent company, Vorwerk. On the personnel front, late last year, James Christl was appointed chief executive officer of Jafra Cosmetics International.

In new product news, the Boost Collection is the latest addition to the Jafra Royal brand. Boost promises to keep skin healthy with superfood ingredients like matcha, watermelon, ginger and coconut that protect against early signs of aging, free radicals, and damaging blue light and UV rays. The collection includes Cleanse + Tone wipes, which are drenched in soothing coconut water and energizing matcha, these all-in-one cleansing and toning wipes provide a refreshing and convenient option for a clean complexion on-the-go. The wipes gently remove traces of makeup, sunscreen, oil and grime without stripping or drying skin. Like all Boost products, the wipes formula contains Royal Jelly RJX to give added protection against future signs of aging.

Westlake Village, CA
www.jafra.com

Sales: $388 million.

Sales continue to slip at Jafra. Last year, sales declined 1.5%; but results were buoyed by a stronger euro. Mexico, the company’s biggest market, reported a 1% increase in sales. However, sales in the US, Jafra’s second biggest market, were substantially lower than 2016 results. Results were disappointing in other regions, too. Sales in Europe fell 12% and Brazilian sales dropped too.

During 2017, Jafra had an average of 572,000 consultants. The company employs about 2,000.

Westlake Village, CA
www.Jafra.com

Sales: $408 million.

Sales fell nearly 20% in euros last year. Jafra is owned by Vorwerk, a German conglomerate. Jafra employs 2,100 and has an average of 577,000 consultants around the world.

Westlake Village, CA
805.449.3000
www.jafra.com

Sales: $502 million.

Sales dipped a bit in 2015 due to FX rates, but the company said that sales rose 6.9% in euros.

Westlake Village, CA
805.449.3000
www.jafra.com

Sales: $521 million.

Sales dropped more than 20% last due to a strengthening US dollar.

Jafra has more than 2,200 employees and more than 500,000 consultants, with sales companies in Mexico, the US, Germany, Brazil, Italy, Switzerland, Austria, the Netherlands, the Dominican Republic, Russia and India. The company’s range of products are sold through distributors in seven other countries.

Jafra has been owned by German-conglomerate Vorwerk Group since 2004. Vorwerk’s sales rose 5.8% last year to $3.4 billion.
In May, Vorwerk Group appointed Rainer Christian Genes as managing partner. Effective next month, the executive board of this family-owned company will consist of Reiner Strecker, Frank van Oers and Rainer Christian Genes.

Westlake Village, CA
805.449.3000
www.jafra.com
Sales: $611 million.

Jafra’s sales rose nearly 3% last year. The company has more than 550,000 consultants worldwide. Mexico is far and away Jafra’s biggest market, with the US a distant No. 2. The company has operations in 17 countries overall.

Although Mexico is the firm’s biggest market, sales there fell 2.7% last year to approximately $476 million. Still the company notes that the modest decline is remarkable when one considers that the average income of a Mexican household fell 12.3% from 2008 to 2010. At the same time, consumers are becoming concerned about the deteriorating security situation in some parts of the country, which makes it particularly treacherous for a direct-selling firm such as Jafra.

Meanwhile, sales in the US totaled $71.4 million.

The company is excited about its prospects in Brazil, which is the world’s third largest market for direct sales of cosmetics and the largest consumer of cosmetics in Latin America. Last year, sales in Brazil rose 44% to more than $19 million. Jafra entered Brazil about four years ago.

The company said that Europe is making somewhat of a comeback with sales in Germany, Austria and the Netherlands rising a bit, while sales in Italy and Switzerland remained flat.

Elsewhere sales in Russia and India soared, but the gains were off very low sales. Still, the company is confident that these countries and Asia offer growth opportunities.

The company is particularly bullish about Jafra Pro, which it calls the next generation of skin care. Launched nearly a year ago in Mexico, the US, Germany, Austria and the Netherlands, Jafra Pro is expanding to the rest of the world in 2012. The product contains seven botanical ingredients (sea mayweed, licorice, papaya, oat, arnica, vitamin B3 and licorice derivative) to deliver a calming effect on the skin. In addition, these ingredients help hydrate skin, even the complexion, reduce the appearance of lines and wrinkles and enhance facial contour lift and cushioning.

Westlake Village, CA

805.449.3000

www.jafra.com

Sales: $521 million

Sales:

$521 million

Zoogar is the newest youth fine fragrance from Jafra.

It’s been a busy year, with an international scope, for Jafra. From donations to Vietnam villages to tapping a rising Bollywood star as a spokesperson, this company is aiming to take on the world.

Late last summer, Jafra donated a portion of its product sales, totaling more than $100,000, to help SOS Children’s Villages construct a new village in Vietnam. The donation is part of a larger gift to the SOS Children’s Villages that was made by Jafra’s parent company, the Vorwerk Group. The new SOS village is located in Quy Nhon, Vietnam and will open later this year. Providing round-the-clock, family-style care in 14 houses, the village will accommodate up to 140 children. Like all SOS Villages, the village structures will be built with sound ecological principles—using solar power, for example, to provide lighting and hot water.

In October, Jafra enhanced its online brand presence at www.jafra.com with phase two of its website redesign, including a refreshed portal for the U.S. regional market and new personal websites for Jafra consultants.

According to the company, this new phase features a fully updated design with clean, contemporary images—seamlessly integrating with the look and feel of Jafra’s global corporate website hub, which debuted in February 2010.

A completely revamped US portal, in both English and Spanish, represents a template for eight additional regional portals that are slated to roll out during the next year, starting with Mexico. These regional portals are designed with the same Jafra brand imagery; however, each portal will offer that region’s most frequently spoken languages as well as information tailored specifically to highlight the products, programs, news and the business opportunity for that particular region.

Phase two of the website also introduces a substantially enhanced feature—personal websites for Jafra consultants. Designed for easy customization, these personal websites feature a consultant’s personal story along with pictures, images, beauty tips, promotions, product details and event information.

“Visitors to the Jafra website will most certainly enjoy an enriched online experience,” said Connie Tang, president, Jafra U.S. “Equally important, our consultants now have new interactive marketing tools to help them flourish in today’s marketplace, which allows them more freedom and alternate ways to promote and manage their business.”

Also in October, Jafra Ruchi Cosmetics India, the joint venture between the Ruchi Group and the parent company of Jafra Cosmetics International, Vorwerk Group, started operations in New Delhi, India.

Located in Connaught Place, the business is offering 53 Jafra products including the flagship Royal Jelly line and Jafra Dynamics lines as well as skin brightening and fragrance products selected specifically for the India market.

“We are confident that India will quickly become a leading growth market for Jafra’s worldwide portfolio. Our unique and competitive partnership with Ruchi has allowed us to fast track our market entry into India and will provide the foundation for success. Most importantly, the Jafra business opportunity will provide powerful income earning opportunities for many people in India who are looking for the chance to transform their lives,” said Jafra president and chief executive officer Dr. Friedrich Kroos.

In November, Jafra Ruchi Cosmetics India kicked off its launch there with a “Bollywood/Hollywood Spectacle” at the Kingdom of Dreams in New Delhi. The company introduced former Miss Universe and women empowerment advocate Sushmita Sen as its brand ambassador.

“I strongly believe and work towards women’s empowerment and Jafra’s brand philosophy speaks the same. This is one strong reason I opted to endorse a brand like Jafra. It is a brand which offers a wide range of skin care products but also provides a great opportunity for income and personal development to all its consultants,” said Sen.

In April 2011, Jafra Cosmetics International launched its new makeup artist-inspired color line in seven countries including Italy, Mexico, Russia, Germany, Switzerland, the Dominican Republic and the U.S., with a launch in Brazil planned for August. The collection features sleek packaging, state-of-the-art formulations and global shades for a wide range of skin tones, according to the company.

The new formulations offer perceivable benefits through nature’s best ingredients in combination with Jafra’s competencies in skin care, according to the company. For instance, infused with botanicals and vitamins C and E, the Full Coverage Lipstick combines brilliant color, a velvety finish, and long-wear for eight hours. The new Lash Maximizing Mascara dramatically volumizes, lengthens and curls with a patented cotton extract and vitamins B5 and E.

Other products include 11 new triple-milled eyeshadow trios, three new blush shades, and 11 new nail lacquer shades. Specifically for darker complexions, the line features a cream concealer in one new shade and SPF 10 makeup in three new shades. The jewel of the deeper skin tone assortment is the Dark Imperfection Corrector, a moisturizing concealer that corrects discoloration and hyper-pigmentation.

Westlake Village, CA
805.449.3000
www.jafra.com
Sales: $546 million

Sales:
$546 million

Jafra’s newest moisturizer contains real gold.

Jafra is taking a global approach to building its business–and it shows, as its annual net sales rose 5%.

According to president and chief executive officer Friedrich Kroos, “As we begin a new decade, it’s apparent that Jafra is growing. We’re opening new markets, unveiling new product brands, inaugurating a major manufacturing center, re-launching our websites and bringing on new consultants. Our goal is to become a $1 billion international direct sales organization by 2014.”

In February, Jafra enhanced its online presence with a redesigned global corporate website hub located atjafra.com. Featuring Jafra’s roots in Malibu, CA, the new corporate website showcases a contemporary design, California-casual images, colorful graphics and conversational-style content along with a modern, fresh and stylish message, according to the company. Over the next year, the company will roll out two additional phases of the website. Updated regional websites and consultant personal websites are slated for the third quarter 2010, followed by a web portal that provides consultants with a sophisticated system of “real time” tracking and a host of business communications tools.

Also in February, Jafra opened its new $30 million state-of-the-art manufacturing facility in Querétaro, Mexico. The 23-acre complex is now Jafra’s lead manufacturing facility, employing 800 people and supplying its worldwide sales and operations in 17 countries. The facility is 50% larger than its previous plant and can accommodate annual production of up to 200 million units, according to the company.

Featuring green technologies and modern infrastructure, the 254,000-sq.-ft. plant complies with the most stringent standards for cosmetic production, the company said.

“This world-class manufacturing facility enables us to meet the growing demand for our existing products and we have the added flexibility and capability of easily handling production of future product lines,” said Kroos. “At Jafra we’re committed to excellence in quality, service levels and costs. Innovation is built into every phase of our business and the Querétaro manufacturing center is a direct reflection of this philosophy.”

Construction of the complex took less than a year and was completed within budget.

In Fall 2009, Vorwerk (Jafra’s parent company) announced plans to enter the Indian marketplace by partnering Jafra Cosmetics with Ruchi Soya Industries Limited, a multinational corporation. The news was officially announced at the Vorwerk group financial press conference.

“Ruchi has an outstanding logistics network and infrastructure at its disposal in India. The new company, Jafra Ruchi Cosmetics India Private Limited in New Delhi, will sell Jafra cosmetics direct to customers in India, initially using the Ruchi distribution network to build up customer contacts,” commented Walter Muyres, a managing partner at Vorwerk.

The main focus of activities will initially be in northern India, with the new company based in New Delhi. The company also plans to roll out a line of ayurvedic skin care products within the next year.

Westlake Village, CA
805.449.3000
www.jafra.com
Sales: $520 million

Sales: $520 million.

Split-end Repair Capsules are new from Jafra.

Sales were flat last year at Jafra. In January, the company named Dr. Friedrich Kroos president and chief executive officer. During the year, the company began operations in Brazil and is constructing a new manufacturing facility in Queretaro, Mexico that will open in October.

Jafra has a bold new product schedule that includes men’s skin care, depilatories and an intimate line of products. Also on tap are a new men’s scent, Aequor, and a women’s fragrance, Varsha. Other new products scheduled to debut are Beauty Renewal Elixir and Elasticity Recovery Hydrogel + Firmiplex Complex. Finally, Define Your Body will be re-launched in the coming months.

Westlake Village, CA
805.449.3000
www.jafra.com
Sales: $520 million

Sales:

$520 million.

Jafra reported a 5% increase in sales to $520 million last year. On July 1, Frank Mineo was elected chief executive officer of the company.

Jafra celebrated its 50th anniversary in 2006. On the heels of its golden jubilee, Jafra kicked off 2007 with a series of National Leadership events for its independent consultants. The “Your Time is Now” themed events also showcased the launch of a new and complete line of home aromatherapy products Art of Balance and the spring/summer color collection, La Dolce Vita.

This year, Jafra also announced its official support of the American Heart Association’s (AHA) Go Red For Women. From March 1, 2007 through April 30, 2007, the company donated a portion of the proceeds from sales of the at-home Art of Balance spa line to the AHA for a total of $25,000 in support of Go Red For Women.