A Moriah Asset, Brazilian investment vehicle focusing on wellness (health and well-being) and media markets, has six brands from its investment portfolio selected for the competitive launch of TikTok Shop in Brazil. Power Focus, Better BE, Desinchá, Push and Pow, Guday and Rowa were the chosen ones. The selection of Moriah’s ecosystem brands demonstrates the strength of the health and well-being market in Brazil, the twelfth most representative in the world, with an annual growth of 7.3% and estimated sales of around R$ 550 billion, according to the Global Wellness Institute (GWI).
“One thing is certain, everyone wants to live longer and better. And this desire is driving the health and wellness market in its various aspects,” says Fabiano Zettel, CEO of Moriah Asset. “As the first investment vehicle focused on the well-being segment in the country, we have the advantage of being ahead and forming an ecosystem with the largest and most promising wellness companies in the country.”
Moriah ended the year 2024 with investments in over 25 companies. Among them, in addition to the brands already mentioned here, names like Haoma, Oakberry, Solo Snacks, Frutaria São Paulo, Empório Frutaria, Néctar, WeProtein, and Les Cinq Gym make up the portfolio.
