BeFra (formerly Betterware de México) is a Mexican direct-selling consumer goods company that operates two brands: Betterware, which sells home organization products, and JAFRA, which sells beauty and personal care products. Both brands sell exclusively through person-to-person direct sales networks using printed and digital catalogs, with no retail storefronts. Betterware covers seven home product categories — kitchen, home solutions, bathroom, laundry, tech, bedroom, and wellness — targeting lower- to mid-income consumers. JAFRA sells fragrance, color, skincare, and toiletries, and claims the number two position in Mexico's beauty direct-selling channel. JAFRA accounts for roughly 60% of revenue and Betterware roughly 40%, with Mexico representing ~93% of total revenue. Both brands use a two-tier seller network of independent contractors — roughly 41,000 distributors and 655,000 associates for Betterware, and 20,000 leaders and 471,000 consultants for JAFRA. Revenue is driven by network size, average order value, and monthly catalog refreshes. The model is relatively asset-light for Betterware, which sources from third-party factories primarily in China, while JAFRA manufactures ~84% of its products in-house in Querétaro. BeFra is pursuing growth through geographic expansion into Latin America, digital investment including Salesforce CRM and proprietary seller apps, and a pending ~$250M acquisition of Tupperware's Latin American operations, which would add manufacturing plants in Mexico and Brazil and over 200,000 sales representatives.