Chain brings aesthetics and wellness model to the French market in new step of international expansion
Corpo Bueno, Brazilian beauty and wellness chain, which is part of the Franchising Brasil program — an initiative of the Brazilian Franchising Association (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) —, has just taken a strategic step in its internationalization journey. The brand announced the opening of its first unit in Paris, consolidating its presence in the European market.
According to Ligyane Soldera, CEO of Corpo Bueno, this achievement is the result of a journey built with a lot of planning and support from the actions promoted by Franchising Brasil. “Our first participation was in the ABF mission to Spain and Portugal, in November 2024. This experience provided us with our first direct contact with the European market, helping us understand how our mission could expand beyond the borders of Brazil,” she explains. She says that, during the trip, they had already confirmed their participation in the mission to Paris and initiated all the legal procedures for the internationalization of the brand.
Expo Franchise Paris 2025 was crucial to the project’s implementation. Through the services provided at the Franchising Brasil stand, the brand met the investor who made it possible to open the unit, currently in the installation phase, in a strategic location in the French capital.
Expansion brings challenges, especially related to adapting to local legislation, whose deadlines and requirements are different from those in Brazil. Despite this, Corpo Bueno has the support of a highly qualified local legal team, which has been essential in speeding up and ensuring security throughout the process.
The business model has also undergone adjustments to meet the specific needs of the European market. Ligyane explains that market research was conducted not only in France, but also in Portugal and Spain, to understand the particularities of each market and restructure the business model. “Each region has its own particularities. We maintain our essence, with more than 100 exclusive protocols, and we have added new cutting-edge technologies to our portfolio. The main adaptation is related to the seasonality of each country, which directly influences the demand for certain procedures throughout the year,” she says.
Ligyane reinforces that the support of the Franchising Brasil program was crucial for making safe decisions during the internationalization process. “Taking the first step with the support of those who understand the path makes all the difference. The international missions provided us with access to strategic information, qualified networking and the security to plan each stage responsibly,” she emphasizes.
For the coming years, Ligyane says that Corpo Bueno sees itself as a true beacon in the City of Lights. “Our proposal goes beyond aesthetics: we want to be a brand that transforms lives through self-esteem and healing that comes from within,” she says. Furthermore, she points out that the goal is to expand the franchises to more regions, becoming an international reference in aesthetics with a purpose.
About Franchising Brasil
Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise chains and their trade promotion in the main international markets. The initiative is a partnership between ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through commercial promotion actions. To participate, simply download and fill out the membership form available on the website and send it to internacional@abf.com.br.
About ABF
Founded in 1987, the Brazilian Franchising Association (ABF) is a non-profit organization that officially represents the Brazilian franchise system. Its mission is to defend, promote and foster the sector, nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive and ethical. With over 35 years of history, ABF enjoys great prestige and a consolidated image in the market. It is also the headquarters of the Ibero-American Franchising Federation (FIAF), leader of the World Franchise Council (WFC) Task Force, member of the International Franchise Association (IFA) and responsible for the largest franchise fair in the world, the ABF Franchising Expo.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diverse trade promotion actions aimed at promoting exports and enhancing the value of Brazilian products and services abroad, such as prospective and trade missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits by foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.