Betterware (BWMX) Corporate presentation summary

Business overview and market positioning

• Operates a direct-to-consumer model with leading home and beauty brands targeting Mexico’s middle class, expanding into Latin America and the US.

• Achieved MXN $14.1B net revenue in 2024 with a 22.4% CAGR since 2001 and a 19.7% EBITDA margin.

• Maintains a diverse product portfolio, launching ~560 new products annually across 12 catalogs per year.

• Holds top market share in household and fragrance segments in Mexico, with strong brand recognition.

• Asset-light business model enables high operating leverage and resilience, supporting consistent dividend payments.

Salesforce and distribution model

• Utilizes a dual salesforce network with over 1.24 million distributors and associates in Mexico and the US.

• Rewards program incentivizes salesforce with points, discounts, and flexible credit lines, driving retention and growth.

• Distribution relies on third-party logistics and in-house manufacturing, achieving 98% on-time deliveries and minimal last-mile costs.

• Salesforce structure includes both two-tier and ten-tier models, supporting high engagement and frequent ordering.

Innovation, technology, and product development

• Business intelligence and AI tools optimize salesforce mapping, product performance, and demand forecasting.

• Innovation labs in Guadalajara and Querétaro enable rapid product development, launching new SKUs in 3-6 months.

• Proprietary technology platforms support e-commerce, real-time order tracking, and salesforce operations.

• Data-driven catalog merchandising and feedback loops enhance product placement and conversion.