Lifestyle Fund's portfolio company, Rougj, has partnered with Argentine celebrity Belén Rodriguez to launch the new beauty brand Rebeya, focusing initially on makeup and aiming for rapid market penetration in Argentina.

Information on the Target

Rebeya is a new beauty brand developed in collaboration with Rougj, a leading firm in the high-end cosmetics sector, and Argentine celebrity Belén Rodriguez. Rougj, founded in 1987 in Trieste, Italy, has established itself as a prominent player in the top-quality cosmetics market across Italy, France, and Spain. Since becoming part of the Lifestyle Fund portfolio in 2019, Rougj has aimed to expand its reach and influence in the beauty industry.

Initially, Rebeya will launch its product line focusing on makeup, featuring offerings for eyes, lips, and face. The brand plans to enhance its portfolio by introducing skincare, hair care, and sun protection products in subsequent releases. Through a well-defined strategy, Rebeya seeks to capture significant market share utilizing both its e-commerce platform, which is already operational, and establishing physical retail channels in pharmacies and beauty stores.

Industry Overview in Argentina

The beauty and cosmetics industry in Argentina has seen substantial growth, driven by changing consumer preferences towards high-quality and luxury products. Economic dynamics, coupled with an increasing emphasis on personal gro