A Moriah Asset, a Brazilian investment vehicle focused on the 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 e Pow, Guday and Rowa were the chosen ones. The selection of brands from Moriah's ecosystem of companies demonstrates the strength of the health and wellness market in Brazil, the twelfth most significant 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 has been driving the health and wellness market in its various aspects," affirms Fabiano Zettel, CEO of Moriah Asset. As the first investment vehicle focused on the wellness segment in the country, we have the advantage of having taken the lead and built an ecosystem with the largest and most promising wellness companies in the country.
Moriah ended the year 2024 with more than 25 invested companies. Among them, in addition to the brands already mentioned here, names such as Haoma, Oakberry, Solo Snacks, Frutaria São Paulo, Empório Frutaria, Néctar, WeProtein, and Les Cinq Gym make up the portfolio.
