LIVE!, a Brazilian company established in the activewear segment, has acquired a 60% stake in the skincare brand Pink Cheeks, marking its first acquisition and a strategic expansion beyond apparel into the broader wellness and personal care space.

The transaction reflects a clear repositioning toward an integrated platform model, combining performance, lifestyle and beauty. Pink Cheeks, known for its sun protection and skincare products designed for an active consumer base, brings a complementary portfolio closely aligned with LIVE!’s brand positioning.

By integrating Pink Cheeks into its retail structure and digital channels, including its growing international presence, LIVE! is expected to accelerate the brand’s scale and market reach while strengthening its direct-to-consumer strategy through increased revenue recurrence and deeper customer engagement.

The deal was structured to accommodate distinct business models and regulatory frameworks, particularly those applicable to the cosmetics sector. It also supports LIVE!’s broader growth strategy, using M&A to expand its ecosystem and capture a larger share of consumer spending within the wellness segment.

Martinelli Advogados advised LIVE! throughout all stages of the transaction, from initial negotiations to the execution of definitive agreements, coordinating a comprehensive legal due diligence and integrating corporate, tax, regulatory, labour, intellectual property, compliance and data protection workstreams.