Family-owned Greta Group, which has been a leading beauty distributor in South America since it was established nearly 50 years ago in Argentina, is expanding into travel retail and the Caribbean.
Specializing in luxury and semi-luxury fragrances, cosmetics, and hair care products, the company today has grown from its base in Argentina and currently has operations in Uruguay (including the Free Zone), Chile and Peru, and most recently, expanded into the Caribbean and travel retail throughout the Americas from its new office in Miami.
The company has also opened nine of its own stand-alone stores in Argentina, along with an e-commerce platform across the region under the name of lucatme, Franco Saphir, who is overseeing the Miami operations, tells TMI.
Aqua with Avolta
Greta, which employs some 450 people throughout its overall operations, has significant partnerships with major brands like LVMH, Interparfums, Chanel, Shiseido, and PYD. Franco, the third generation of the Saphir family in the business established by his grandfather in 1977, reports that the Miami operations, which opened in 2022, represents 26 brands.
Three standout brands in Greta’s Miami portfolio are eyebrow specialist Anastasia Beverly Hills, Nudestix makeup and Joico haircare.
Anastasia Beverly Hills, whose founder Anastasia Soare created a product line based on her patented Golden Ratio Eyebrow Shaping Method that grew into a billion dollar business, began expanding internationally and entered travel retail at the beginning of this year.
Nudestix are make-up crayons sold in Sephora, Ulta and on QVC, as well as globally in 30 countries. The brand is credited with spearheading the nude beauty look.
Joico, known for its science-driven hair care formulations and clinical-grade ingredients, has been a staple in salons and home routines for four decades and is considered one of the most reliable, research-backed hair care brands on the market.
“Greta builds equity for the brands that we represent, implementing the discipline of the vision of our management to engage consumer share of mind. We do this through a variety of marketing strategies including advertising, social media, and events to promote our brands,” says Saphir.
Although relatively new to the travel retail channel, Greta already has established strong partnerships with several leading operators, including Kirk Freeport and Rouge in the Cayman Islands and other Caribbean countries, Vanity First in Sint Maarten, and Pama in Cozumel. Greta also works closely with Avolta on its cruise ships, where it has listed Nudestix and Joico.
Greta will be attending the ASUTIL conference for the first time this year.
“We are very well known in the local markets in South America, but not as well known among the travel retail operators. We are attending ASUTIL to introduce ourselves to the channel,” says Saphir.
“Greta has a very strong family culture, with each team member playing a crucial role in different aspects of our business. My father Renato is the commercial director, my uncle is the finance and administration director, and my grandfather, Martin, is still actively involved at the age of 90. Greta will be celebrating its 50th anniversary next year, and it is very important to us to maintain our roots and values,” he adds.
“With this background, Greta plans to continue expanding into new markets and building strong relationships with our brand partners.”
