BeFra Taps Grupo Axo CFO Raúl del Villar to Lead Financial Strategy

Event summary

  • Raúl del Villar appointed CFO of BeFra effective April 6, 2026, bringing 30+ years of multinational finance experience.
  • Del Villar previously served as Corporate CFO at Grupo Axo, overseeing international debt issuances and financial reporting standards.
  • BeFra operates through Betterware and Jafra brands, with operations in Mexico and the U.S.
  • Company emphasizes asset-light model with strong profitability and double-digit revenue growth.

The big picture

BeFra's appointment of del Villar underscores its push toward becoming a more global player in direct-to-consumer markets. The move comes as the company seeks to leverage its asset-light model and strong cash flow generation to expand its footprint in Mexico and the U.S. Del Villar's background in multinational finance suggests a strategic focus on disciplined growth and international financial reporting standards.

What we're watching

Global Expansion
How del Villar's international experience will accelerate BeFra's cross-border growth.
Financial Discipline
Whether the new CFO can maintain strong profitability while scaling operations.
Debt Management
The pace at which BeFra pursues additional debt issuances for expansion.