Consumer products company Betterware de Mexico S.A.P.I. de C.V. has expanded to the U.S. market as Betterware U.S. with a new headquarters in Dallas.

The company said that international expansion is one of the cornerstones of its growth strategy, and that the U.S. launch coincides with its multiyear period of “consistent, organic growth.”

“For more than 29 years, we’ve succeeded in providing value and quality in the consumer products we make, only constrained by our geographical location,” Betterware’s Global CEO Andres Campos said in a statement. “Our industry knowledge reinforces our belief that U.S. consumers will continue to seek out well-designed products to simplify their lives.”

Betterware said the decision to expand into the U.S. was a natural choice because of its proximity to Mexico, and an untapped customer base that already has some familiarity with the brand. It chose Dallas as the home for its U.S. headquarters because of the city’s superior distribution network and access to Texas’ “growing talent pool.”

Founded in 1995, Betterware said it has been the leading direct-to-consumer company in Mexico, focusing on product innovation. In addition to providing ‘life-hack’ products, the company also creates opportunities for entrepreneurship through its direct sales model, resulting in its position as the 17th largest direct selling company in the world, according to Direct Selling News.

Direct-to-consumer products for home and beyond

Images of products sold by Betterware [Photos: Betterware]

Betterware says its manufacturing relationships allow it to produce “quality-tested, on-trend, and innovative” consumer products, with over 250 new products slated for 2024, the company said. From kitchen to garden, at home or on-the-go, Betterware said it has crafted better-living solutions with products that “make life easier.”

The company said Dallas has been a friendly city for entrepreneurs and home to some of the most respected direct sales organizations and Fortune 500 companies. (One of them, Mary Kay Inc., has its global headquarters in Addison.) Along with the launch of Betterware’s direct to consumer business, it will also expand its direct selling arm to its headquarters in Dallas as well as San Antonio and McAllen.

Betterware de Mexico offers products that solve specific needs regarding organization, practicality, space saving, and hygiene within the household. Its product portfolio includes home organization, kitchen, commuting, laundry, and cleaning, as well as other categories that include products and solutions for every corner of the household.

All products are designed by the company and under the Betterware brand name through its various sources of product innovation, Betterware said.

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