Guadalajara, Mexico — Betterware de México, ((NYSE: BWMX), also known as “BeFra,” has a new Chief Financial Officer. The leading direct-to-consumer company officially appointed Raúl del Villar to the role on April 14, 2026.
Del Villar brings over three decades of global finance experience to the table. His leadership is expected to play a crucial role in supporting BeFra’s next phase of market expansion.
Raúl del Villar is a highly experienced finance executive. He has spent over 30 years working in senior roles for multinational consumer brands.
Most recently, he served as the Vice President and Corporate CFO at Grupo Axo. During his time there, he helped drive the company’s expansion across various countries and brands. He successfully led international debt issuances. He also upgraded financial reporting standards to meet strict global exchange requirements.
Earlier in his career, del Villar was the CFO and Administrative Director at Adidas Group Mexico. In this role, he led strategic planning and financial operations. He also oversaw legal and corporate governance, ensuring disciplined growth in complex markets.
Andrés Campos, President and CEO of BeFra, expressed strong confidence in the new appointment. He highlighted del Villar’s impressive track record in managing complex, multi-market organizations.
“As we continue to progress towards becoming a larger, more global, and diverse company, his experience and leadership will be instrumental to support our current and future growth strategy,” Campos said.
Del Villar is equally eager to step into the role. He recognizes BeFra as a powerful platform with massive growth potential. “I look forward to working with the team to further strengthen financial discipline and support the Company’s continued expansion,” he stated.
Founded in 1995, Betterware de Mexico is the country’s top direct-to-consumer company. It focuses on innovative products for household organization, space-saving, and hygiene.
In April 2022, the company acquired JAFRA. This major acquisition expanded BeFra’s reach into the beauty sector. Today, it offers fragrances, cosmetics, and skincare products across Mexico and the United States.
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