Our Purpose: Unleash beauty for all
From the very beginning, B4A was born with a clear purpose: to bring beauty to everyone. We democratize access to products, experiences, and connections in the beauty universe — building a vibrant, inclusive digital ecosystem that unites consumers, influencers, and brands. Beauty should not be a privilege. It should be abundant.
Make beauty abundant for all
In practice, this means no one has to choose between quality, personalization, and affordability. We build experiences that understand who you are — your skin, your tone, your life moment — and deliver beauty that fits. Abundance, without barriers.
Lead the global AI-powered beauty ecosystem through unique experiences for consumers, brands, and influencers.
Our ambition is clear: to become the world’s reference platform for intelligent beauty. Not just connecting, but anticipating needs, personalizing at scale, and generating exponential value for all three sides:
Consumers living their best version with tailor-made beauty
Brands growing through real data, authentic influence, and more efficient direct sales
Creators (especially nano and micro) turning reach into sustainable careers and recurring income
Our Foundation
Our foundation remains the same: think like scientists (first principles), always innovate, execute as a team, and put the customer at the center. These values are not aspirational — they are operational. They shape every product decision, every hire, and every partnership.
By 2030, we aim to reach:
100 million
consumers experiencing AI-powered personalized beauty journeys
100 thousand
influencers using our AI tools to create, monetize, and grow
1 thousand
brands integrated into our intelligent platform, selling more, innovating better, and connecting directly and efficiently
These numbers are more than just goals — they are tangible proof that abundance is possible when technology and humanity move forward together.
Beauty doesn’t have to be rare. It can be abundant.
The values we share make us B4A
Think like a scientist
We apply "First Principle" thinking, avoiding analogies and striving to find the fundamental aspects of each problem we want to solve. Arguments that follow a first principle logic prevail at B4A, regardless of hierarchy. We call this meritocracy of ideas.
Always innovate
Innovation is part of our DNA! We aim to evolve at every step we take, seeking new ways to make our processes more efficient and to offer better products and services to our clients.
Make it happen as a team
To achieve our ambitions, we bring together those who can make it happen. We work together with clear communication and the goal of making "one plus one more than two".
Customer focus
We keep our customers at the center of our operations, striving to serve them with the utmost excellence. The starting point for any activity at B4A is always a question of how to generate more value for our customers.
Meet the people making the difference
Jan Riehle
CEO & Founder
Caroline Caramello
VP
Luciano Hansted
VP & CFO
Manuele Peglow
VP
Lucas Santana
CTO
Neder Jibril
Director of Operations
Débora Duarte
Head of Marketing
Bruno Castro
Head of B2B2C
Deborah Bohlsen
Head of bfluence
Bruna Federici
Head of Product&Dev
Vanessa Barajas
Head of Finance
Join the Team!
Bring your talent to the largest beauty-tech company in Latin America!
Come work with us
B4A Serviços de Tecnologia e Comércio S.A.
Avenida Jornalista Roberto Marinho, nº 85, 17º Andar (Conjuntos 171 e 172), Cidade Monções - CEP 04576-010 - Cidade de São Paulo, Estado de São Paulo