BeFra Reports Second Quarter 2025 Results

GUADALAJARA, Mexico--(BUSINESS WIRE)-- Betterware de México, S.A.P.I. de C.V. (NYSE:BWMX) ("BeFra" or the "Company"), announced today its consolidated financial results for the second quarter 2025. The figures presented in this report are expressed in nominal Mexican Pesos (Ps.) unless otherwise noted, presented and approved by the Board of Directors, prepared in accordance with IFRS, and may include minor differences due to rounding.

Message from the President and CEO

Following a challenging first quarter, we closed the first half of 2025 with a return to top-line and EBITDA growth, as well as strong profitability and Free Cash Flow, thanks to improved market conditions and to effectively navigating a volatile operating environment shaped by global economic uncertainty and shifting trade dynamics. We remain confident in our long-term growth strategy and BeFra’s strong underlying fundamentals.

Second quarter consolidated revenue grew 5.1% year-over-year, bringing first-half growth to 1.0%. The rebound in the quarter was primarily driven by the strong performance of our beauty business, Jafra Mexico, which grew 10.9%, along with a strong sequential recovery at Betterware Mexico vs Q1 2025. It is important to highlight that the Associate base and activity levels of both businesses grew quarter-over-quarter, another encouraging area of growth. In the same line, revenues at Jafra US experienced a strong sequential rebound vs Q1 2025, including a strong associate base growth QoQ, all despite a difficult consumer market in the US. Expanding to new geographic markets remains one of our growth pillars, so we are delighted to announce that, following a successful launch of Betterware Ecuador in May, we surpassed our initial projections to reach 2,500 Associates there in the first two months of operation in the country.

EBITDA increased 3.5% YoY, reflecting a strong recovery in Q2 following the temporary effects seen in Q1 2025. EBITDA margin reached 19.1%, in line with our normal profitability levels, highlighting the strength of the rebound and the efficiency of our commercial and operational strategies.

We continue to manage the company with financial discipline and long-term focus, positioning BeFra to effectively capitalize on opportunities if market conditions continue improving and to execute our long-term growth strategy. As expected, we generated positive free cash flow of $592M in the quarter, up 29.2% YoY and representing quarterly conversion of 87.2% of EBITDA and a year-to-date conversion of 44.2% of EBITDA, more than offsetting the temporary cashflow constraint in Q1 2025. Additionally, Net Debt-to-EBITDA improved sequentially and was a healthy 1.97x at quarter-end.

This quarter’s results and the momentum we have regained are encouraging, making us cautiously optimistic about the second half of the year, as we reinforce our near-term commercial strategies to further increase growth, profitability, and cash flow generation during this time. For perspective on the strength our business model, growth strategy and brands, we note that recent studies show that both brands in Mexico outpaced the Mexican home goods and beauty markets growth rate in 2024 by ~3-5 times. These figures demonstrate our ability to deepen BeFra’s penetration of Mexican households and expand our share of both market segments.

Thank you for your continued trust in BeFra—we look forward to updating you on our progress in the second half of the year.

Andrés Campos Chevallier
President and CEO BeFra Group

Q2 2025 Select Consolidated Financial Information

• Revenue Growth Resumed: BeFra returned to year-over-year growth in Q2, with consolidated net revenue increasing 5.1% YoY. This marks a solid recovery after a challenging Q1, and it reflects improving momentum across business units.
  • Jafra Mexico continues to grow strongly, with a 10.9% YoY growth, powered by a slightly higher Associate base and stronger productivity per Associate.
  • Betterware Mexico grew strongly on a sequential basis, narrowing a 9.8% decline in Q1 to a 1.2% decline in Q2. The QoQ 4.0% rebound was stronger compared to an average QoQ contraction of 4.5% over the last three years, confirming that it more than offset any possible seasonal effects. It is also relevant to point out that the business achieved net Associate growth, with the base expanding sequentially from 649K to 670K at the end of the period. Of note, this marked the first net growth in a quarter since Q1 2021, which makes management cautiously optimistic that performance will continue to improve in the second half of the year.
  • Jafra US achieved 15.6% sequential sales growth. The Company has taken relevant steps to ignite growth in this promising market, including a complete revamp of the compensation plan, implemented in April and May.
  • Betterware Latam, while still small, is yielding good results, with Central America recovering growth under new leadership, and new revenue coming from Ecuador, which Betterware entered in May. Currently, management is assessing entering Colombia in 2026, using the same strategy as Ecuador. It is important to remember that Central America and the Andean Region combined are equivalent in market value to Mexico.
• Strong Profitability Rebound QoQ, with an EBITDA increasing 3.5% YoY and Margin reaching 19.1% for the quarter, after the temporary effects observed in Q1 2025. EBITDA growth was driven by higher margins at Jafra Mexico and was slightly affected by a lower gross margin at Betterware Mexico, the result of implementing pricing strategies to drive revenue growth through greater “line items” accessibility.
• Strong Positive Free Cash Flow has returned, after non-recurrent events that affected Q1 2025 cash flow, reaching 87.2% of EBITDA for the second quarter. A stronger FCF is expected in the coming quarters and an annual level equivalent to historical cashflow conversion of ~60%.
• Net Income grew 7.7% in the quarter, mainly due to lower interest rates in Mexico and a $45M peso decrease in income tax.

For more details, please refer to the results of each business unit.

Financial Performance
Balance sheet at the end of Q2 2025.

Capital Allocation

Quarterly Dividend: Considering BeFra’s results to date and, remaining committed to enhancing shareholder value through quarterly dividends, the Board of Directors has proposed maintaining a Ps. 200M dividend for Q2 2025, pending approval at the Ordinary General Shareholders’ Meeting on July 31, 2025.

2025 Guidance

The Company remains committed to the full-year guidance issued earlier this year and will continue to monitor the business progress closely.

Q2 2025 Financial Results by Business

Betterware Mexico
Key Financial and Operating Metrics

• Revenue Rebound of 4.0% QoQ growth, was driven mainly by three factors: 1) a lower “line item” gross margin, to make these items more competitive and to regain their level within total sales mix, which is expected to help the overall gross margin; 2) exceptional product innovation, especially in the Home Solutions and Kitchen categories, together with a strong seasonal portfolio performance and, 3) a strengthened incentive program that is beginning increase the acquisition rates and which has resulted in the first quarter of QoQ Associate growth since Q1 2021. It is important to highlight that the Distributor base also expanded in the quarter. Finally, we find important to communicate that according to Betterware’s proprietary market research, the general home goods market in Mexico contracted by ~1.0% in 2024, while Betterware Mexico outperformed with a 4.6% growth rate in the period—underscoring the strength and differentiation of the Company’s business model.
• EBITDA Margin remained strong, despite the gross margin shortfall. The Company continues to look for operational efficiencies that can raise EBITDA levels back to our 23.0%-25.0% expectations. As topline growth resumes, the EBITDA margin is expected to improve in the second half of the year.
• Inventory Reduction: Efforts to reduce inventory levels resulted in a $98M decrease in excess stock in the first half, improving working capital and supply chain efficiency. These efforts will continue through the rest of the year, with the objective of bringing inventory levels back in line with historical levels in the coming quarters.

Q3 2025 Priorities

• Optimize Sales Mix & Pricing: The Company will maintain its Q2 pricing strategy to continue making line items more accessible and expect this to drive revenue growth going forward.
• Enhanced incentive plan: With a new compensation plan successfully implemented in the first half, the Company has continued to refine some programs to maintain the momentum in sales force expansion.
• Personal Tagging: Launch of a program that enables a closer follow up of the Distributors and Associates journey, with targeted approaches to boost sales, recruitment and retention.
• Continue Optimizing Inventory: Use real-time sell-through data to better manage purchasing cycles and further reduce excess inventory.

Jafra Mexico
Key Financial and Operating Metrics

• Accelerated Revenue Momentum, mainly due to: 1) strong performance across the Fragrance, Color and Skin Care categories; 2) a brand refresh that continues to positively impact Jafra’s product offering as well as salesforce activity and retention, with key brands like Navigo and Royal Jelly outperforming expectations; and 3) new productivity incentives. It is important to stand out that growth comes together with Associates and Distributors base growth, similar to Betterware, which continues to set a strong prospect for the future. The Company also finds important to stand out, that according to data from Euromonitor and Kantar, the beauty market in Mexico grew by ~5.0% in 2024. In contrast, Jafra Mexico delivered exceptional growth at a rate of 13.0%—nearly three times the market—further validating the strength of Jafra’s commercial strategy and execution.
• EBITDA for the quarter grew 14.2% YoY, with the margin expanding to 21.2%, a strong result driven by sales volume growth, an improved sales mix, as previously noted, and disciplined cost management.

Q3 2025 Priorities

• Accelerate Recruitment & Activation: Expand Associate base via better incentives for productivity and growth.
• Drive Core Category Growth Through Product Renewals & Innovation: Launch of rebranded key products and seasonal sets in Fragrance, Skin Care and Body Care categories, as well as the launch of new products on Jafra’s Skin Care line, such as BioLab with a new spot remover.
• Maintain Margin Discipline: Calibrate promotional intensity, while recalibrating and improving forecast capacities to reduce excess inventories.
• New “Purple Guide”: simplified Jafra’s incentives plan communication, and new printed version available to all Distributors and Associates for the first time.
• Inventory Management: Improve the Sales and Operational Planning process and introduce more suitable Minimum Order Quantities.

Jafra US
Key Financial and Operating Metrics

• Sequential Revenue Rebound: Despite challenges in Q1, Jafra US achieved a 15.6% QoQ growth in USD, despite a YoY sales decrease of 8.9%, derived from a difficult start of the year. Revenues in Mexican pesos increased 3.4% YoY, due to the depreciation of the Mexican peso during the quarter. The rebound in revenue accompanied an 8.5% sequential increase in the Associate base, as well as a recovery in activity levels, driven by Jafra’s new incentives plan that was implemented in April and May, which showed a positive impact on engagement levels.
• Gross Margin Improvement: Q2 gross margin expanded to 76.0%, the highest in recent quarters, driven by a more favorable mix of higher-margin products that resulted from pricing adjustment initiatives in key SKUs.
• EBITDA: While the business reported an EBITDA loss for both Q2 and H1, the gap has narrowed significantly. Improving revenue scale, gross margin expansion, and continued cost optimization are positioning Jafra US for annual breakeven in the coming quarters.

Q3 2025 Priorities

• Strengthen Recruitment & Onboarding: Launch targeted incentives for new recruits with kits and promotion campaigns based on market segment (General and Hispanic), aiming to simplify sales tools and training to drive earlier Associate conversion and retention.
• Brand Refresh and Innovation: Following Jafra Mexico’s success, Jafra US will continue to lay out all product renovations and innovations going forward. It is important to stand out that Jafra US will begin to launch new product lines specifically targeted to US consumer niches, such as the new “around the world” fragrance collection which will be introduced in Q3 2025.

Appendix

Financial Statements

Key Operating Metrics

Betterware Mexico

Jafra Mexico

Jafra US

Key Financial Metrics

Consolidated

Betterware Mexico

Jafra Mexico

Jafra US

Use of Non-IFRS Financial Measures
This announcement includes certain references to EBITDA, EBITDA Margin, Net Debt:
EBITDA: defined as profit for the year adding back the depreciation of property, plant, and equipment and right of use assets, amortization of intangible assets, financing cost, net and total income taxes.
EBITDA Margin: is calculated by dividing EBITDA by net revenue.
EBITDA and EBITDA Margin are not measures recognized under IFRS and should not be considered as an alternative to, or more meaningful than, consolidated net income for the year as determined in accordance with IFRS or as indicators of our operating performance from continuing operations. Accordingly, readers are cautioned not to place undue reliance on this information and should note that these measures as calculated by the Company, may differ materially from similarly titled measures reported by other companies.
BeFra believes that these non-IFRS financial measures are useful to investors because (i) BeFra uses these measures to analyze its financial results internally and believes they represent a measure of operating profitability and (ii) these measures will serve investors to understand and evaluate BeFra’s EBITDA and provide more tools for their analysis as it makes BeFra’s results comparable to industry peers that also prepare these measures.

Definitions: Operating Metrics

Starting Q2 2024, the Company will report salesforce under the same name for all business units, Distributors (previously stated as Leaders in Jafra) and Associates (previously stated as Consultants for Jafra). It is important to note that the metrics are calculated with the same method as previous quarters and the reference name change has no adverse effect on the results of the operating metrics reported by the Company.

Betterware (Associates and Distributors)
Avg. Base: Weekly average Associate/Distributor base
EOP Base: Associate/Distributor base at the end of the period
Weekly Churn Rate: Average weekly data. Total Associates/Distributors lost during the period divided by the beginning of the period Associate/Distributor base.
Weekly Activity Rate: Average weekly data. Active Associates/Distributors divided by ending Associate/Distributor base.
Avg. Weekly Order: Average weekly data. Total Revenue divided by number of active Associates/Distributors

Jafra (Associates and Distributors)
Avg. Base: Monthly average Associate/Distributor base
EOP Base: Associate/Distributor base at the end of the period
Monthly Churn Rate (Associates): Average monthly data. Total Associates lost during the period divided by the number of active Associates 4 months prior. An Associate is terminated only after 4 months of inactivity.
Monthly Churn Rate (Distributors): Average monthly data. Total Distributors lost during the period divided by end of period Distributors’ base.
Monthly Activity Rate: Average monthly data. Active Associate/Distributor divided by the end of period Associate/Distributor base.
Avg. Monthly Order (Associates): Average monthly data. Total Catalog Revenue divided by number of Associates orders.
Avg. Monthly Order (Distributors): Average monthly data. Total Distributors Revenue divided by number of Distributors orders.

Q2 2025 Conference Call
Management will hold a conference call with investors on July 24^th, 2025, at 3:30 pm Mexico City Time / 5:30 pm Eastern Time (EST). For anyone who wishes to join live, the dial-in information is:
Toll Free: 1-877-451-6152
Toll/International: 1-201-389-0879
Conference ID: 13754386
Webcast Link: https://viavid.webcasts.com/starthere.jsp?ei=1724802&tp_key=1369fe2566

If you wish to listen to the replay of the conference call, please see instructions below:
Toll Free: 1-844-512-2921
Toll/International: 1-412-317-6671
Replay Pin Number: 13754386

About Betterware

Founded in 1995, Betterware de Mexico is the leading direct-to-consumer company in Mexico focused on offering innovative products that solve specific needs related to household organization, practicality, space-saving, and hygiene. Through the acquisition of JAFRA on April 7, 2022, the Company now offers a leading brand of direct-to-consumer in the Beauty market in Mexico and the United States where it offers Fragrances, Color & Cosmetics, Skin Care, and Toiletries. The combined company possesses an asset-light business model with low capital expenditure requirements and a track record of strong profitability, double digit rates of revenue growth and free cash flow generation. Today, the Company distributes its products in Mexico, and with its recent acquisition, it now has gained presence in the United States through JAFRA's portfolio of products.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250724192312/en/

Company:
BeFra IR
iroffice@better.com.mx
+52 (33) 3836 0500 Ext. 2011

InspIR:
Investor Relations
Barbara Cano
barbara@inspirgroup.com

Source: Betterware de México, S.A.P.I. de C.V.

Released July 24, 2025