Betterware de México, S.A.P.I. de C.V., operating as BeFra, announced the appointment of Raúl del Villar as chief financial officer, effective immediately, as the direct-to-consumer company continues to expand its global footprint across Mexico and the United States.
Del Villar brings more than three decades of experience in senior finance roles within multinational consumer companies. He most recently served as vice president and corporate CFO at Grupo Axo, where he supported expansion across multiple countries and brands, led public and international debt issuances, and strengthened financial reporting standards to meet global exchange requirements.
The appointment comes as BeFra advances its strategy to become a larger, more diversified global business, building on its portfolio of household products and beauty offerings following its acquisition of Jafra.
Earlier in his career, del Villar served as CFO and administrative director at Adidas Group Mexico, where he led strategic planning and financial operations. His experience also spans legal oversight and corporate governance, supporting disciplined growth in complex operating environments.
Founded in 1995, Betterware de México operates a direct-to-consumer model focused on household organization, practicality, space-saving, and hygiene products. Following the acquisition of Jafra in 2022, the company expanded into the beauty segment across Mexico and the United States, offering fragrances, cosmetics, skincare, and toiletries. The combined business maintains an asset-light model with low capital expenditure requirements and a track record of strong profitability and double-digit revenue growth.
KEY QUOTES:
“Raúl brings deep financial expertise and strong track record operating across complex, multi-market organizations. As we continue to progress towards becoming a larger, more global, and diverse company, his experience and leadership will be instrumental to support our current and future growth strategy.”
Andrés Campos, President And Chief Executive Officer Of BeFra
“BeFra has built a compelling platform with significant growth potential. I look forward to working with the team to further strengthen financial discipline and support the Company’s continued expansion.”
Raúl Del Villar, Chief Financial Officer Of BeFra
