Betterware de Mexico BWMX

Salvador Alva serves BeFra as Independent board member. He was President of the Instituto Tecnologico y de Estudios Superiores de Monterrey from 2011 to 2020, President of PepsiCo Latin America from 1983 to 2008 and Vice President of Marketing and Planning of Cerveceria Moctezuma from 1972 to 1982. Mr. Alva holds a Barchelors degree in Chemical Engineering from UNAM and an MBA from Universidad de las Americas. He is a consultant, entrepreneur and member of various boards and civil associations.

Ana Cecilia Augusto has served as Managing Director of Betterware Andean Region of BeFra Group since 2024. Her career spans the cosmetic, personal care, fashion and accessories and mass consumption sectors in Latin America. At the transnational Belcorp she assumed strategic positions as Executive Brand Director and Executive Director of eCRM. As a business consultant she worked on strategic projects with the multinationals AJE and Aruma of the Lindley group.

Mr. Diego Gaxiola Cuevas serves BeFra as Independent board member. Mr. Gaxiola serves as Global CFO for Grupo Bimbo, the world's leading and largest baking company, since 2017, and has over 20 years of experience in similar roles. Previously, Mr. Gaxiola was CFO of Alsea, a leading operator of fast-food establishments, coffee shops and casual restaurants in Latin America and Spain that bear some of the world's leading brands. Prior to Alsea, he worked for Grupo Desc in corporate finance and at Grupo Televisa. Mr. Gaxiola has a master's degree in finance from Universidad Anahuac and a bachelor's degree in business administration from the University of Newport and Universidad Iberoamericana.

Mr. Jose Guzman Castro Raz, has been recently appointed as secretary of our board of directors, without being a member. He is the Co-Chair of Greenberg Traurig's Latin America Practice and Co-Managing Shareholder of the Mexico City office since 2015. He holds a law degree from Universidad Nacional Autonoma de Mexico and a Master of Laws from the University of Virginia School of Law. As part of his corporate governance practice, Mr Raz Guzman advises boards of directors, special committees, and executive management regarding their fiduciary duties and corporate governance best practices. Jose is recognized by international legal publications as a top-tier attorney in Mexico in capital markets and banking and finance.

Mauricio Alvarez has served as Corporate Chief Information Officer of BeFra Group. Previously, he served as CIO only for Betterware de Mexico in August 2020. Mauricio joined BeFra from multinational customer experience companies including Atento where he was Chief Information Officer for the US, Mexico, and Central America. Before Atento, Mauricio co-founded Flip Technologies, a SaaS provider for nonprofit organizations and held various IT & Innovation leadership roles of increasing responsibility at The Coca-Cola Company globally. Mauricio holds a bachelor's degree in computer systems from the Universidad Iberoamericana in Mexico City.

Ms. Maria D Gordoa Gonzalez has served as Chief Commercial Officer of JAFRA Cosmetics International U.S. since 2024, having previously held the role of Chief Marketing Officer. She leads the Company's marketing and sales strategies in the United States. She has more than 15 years of experience in the beauty, wellness, and direct-selling industries, having held senior leadership roles at global companies including Yoli, Young Living, and Nu Skin Enterprises. She holds a bachelor's degree in Corporate Communications from Universidad Europea de Madrid and a specialization in Digital Marketing from the University of San Diego.

Andres Campos assumed and has been CEO of BeFra Group since January 4, 2024, which includes the Betterware and Jafra brands, both in Mexico and abroad, reporting directly to Luis Campos, Chairman of the Board. Prior to becoming CEO, within the Company, Andres Campos served as CEO of Betterware Mexico (2018 - 2024), Commercial Director (2014 - 2018) and Strategy and New Businesses Director (2012 - 2014). Prior to Betterware, Mr. Campos worked in Banamex Corporate Banking area (2005 - 2010) and in KPMG as an Auditor (2004 - 2005). Andres holds a bachelor's degree in Business Administration from Instituto Tecnologico y de Estudios Superiores de Monterrey and an MBA from Cornell University (2010 - 2012). During his fourteen years in BeFra, Andres has been a key contributor to the company's different stages of outstanding growth, where his leadership strength and strategic vision added to the companys overall success. Andres Campos is son of Luis Campos and brother of Santiago Campos.

Federico Clariond serves BeFra as Independent board member. He has served as CEO of Valores Aldabra, a single-family office with investments in financial services, aluminum, packaging and consumer goods companies, since 2011, and as CEO of Buro Inmobiliario Nacional, a Real Estate investment vehicle with holdings in the hospitality, industrial, office, and commercial spaces throughout Mexico, since 2015. Prior to Valores Aldabra and Buro Inmobiliario Nacional, from 2007 to 2011, Mr. Clariond served as CEO of Stabilit Mexico, a manufacturer of fiber glass reinforced plastics with operations in Mexico, the United States and Europe, and from 2004 to 2007, as Commercial VP of IMSA Acero. Mr. Clariond is a mechanical engineer and has an MBA from Stanford University. Additionally, he is board member of several companies ranging from the financial services, aluminum, packaging and consumer goods industries.

Pilar Sanchez has served as Managing Director of Jafra Mexico of BeFra Group since 2024. In her previous experience she served as Chief Marketing Officer of Mondelez Mexico, and before that, she held various local, regional, and global positions of increasing responsibility at PepsiCo for 17 years, serving in broad functional roles such as marketing, innovation, strategy, and R&D. Pilar has immersed herself into the business since joining the Company in July, 2023.

Luis Campos has been in the direct-to-consumer business for more than 30 years. He has been Chairman of the Board of BeFra Group since he bought Betterware de Mexico in 2001.Prior to BeFra, at Tupperware Mr. Campos served as President of Latam, then President of Ibero-America (Latam, Spain & Portugal) and finally President of Americas (Ibero-America, United States & Canada) (1994 - 1999), President & CEO of Sara Lee - House of Fuller Mexico (1991 - 1993), and CEO of Hasbro Mexico (1984 - 1990). Mr. Luis Campos is an active member of the Consejo Nacional de Comunicacion, an active member of the Consejo Consultivo or Regional Board of Citibanamex and Reginal Board of BBVA in Mexico, and he was an active member of the Direct Selling Association, The Latin America Regional Managers' Club, The Conference Board, and a board member of the Economic Development Commission of Mid Florida, Casa Alianza-Covenant House, The Metro Orlando International Affairs Commission, SunTrust Bank and Casa de Mexico de la Florida Central, Inc. Mr. Campos was selected to serve on BeFra's board of directors due to his extensive experience in consumer product companies, especially in the direct sales, as well as his relevant top-level experience in American public multinational companies. Luis Campos is the father of Andres and Santiago Campos.

Ms. Maria Fernanda Gil Tamayo has served as Digital Transformation Officer of BeFra Group since 2025. With more than 15 years of experience across CPG, retail, and SaaS, Maria has led regional programs spanning marketing, e-commerce, and digital integration for leading consumer and B2B organizations. Her prior experience includes roles at Coca-Cola FEMSA, Cueros Velez, and TransPerfect. She holds an MBA in Digital Marketing & E-commerce from the Instituto Europeo de Posgrado and a bachelor's degree in International Management from Menlo College.

Dr. Martin M. Werner, serves BeFra as Independent board member. He has served as DD3's Chief Executive Officer and Chairman of the Board since inception, is a founding partner of DD3 Capital. Prior to founding DD3 Capital in 2016, Dr. Werner worked at Goldman Sachs for 16 years (2000 - 2016) becoming a Managing Director in 2000 and a Partner in 2006. He was co-head of the Investment Banking Division for Latin America and the country head of the Mexico office. Dr. Werner holds a bachelor's degree in economics from Instituto Tecnologico Autonomo de Mexico (ITAM) and a Ph.D. in economics from Yale University. Dr. Werner continues to serve as the Chairman of the board of directors of Red de Carreteras de Occidente (RCO), which is one of Mexico's largest private concessionaires and operates more than 760 kilometers of toll roads and is owned by Goldman Sachs Infrastructure Partners. Prior to his time with Goldman Sachs, Dr. Werner served in the Mexican Treasury Department as the General Director of Public Credit from 1995 to 1997, and as Deputy Minister from 1997 to 1999. Among his numerous activities, he was in charge of restructuring Mexico's Public debt after the financial crisis of 1994 and 1995. Dr. Werner is the second largest investor of Banca Mifel, a leading mid-market Mexican bank with $3.3 billion in assets and a credit portfolio of $2.0 billion; he is also member of the Board of Directors of Grupo Comercial Chedraui, a leading supermarket chain in Mexico and the United States; the Board of Directors of Grupo Aeroportuario Centro Norte, one of Mexico's largest airport operators; and he is a member of Yale University's School of Management Advisory Board.

Santiago Campos assumed and has served as Managing Director of Betterware Mexico since January 4, 2024, reporting directly to Andres Campos. Prior to becoming Managing Director, Santiago Campos served as Director of Innovation and Communication at Betterware (2018-2024). Before assuming the CMO role in 2019, he worked rotational periods with the Sales team, and lived in China for 6 months working with our Quality team. Prior to joining Betterware, he served as Commercial Director at a local Real Estate Development company. Santiago holds a bachelor's degree in public accounting and finance from Instituto Tecnologico y de Estudios Superiores de Monterrey, LEAD Professional Degree from Stanford University and Design Thinking Certificate from Kellog Executive Education. Santiago was selected to serve on BeFra's board of directors due to his instinct in product innovation and household needs in the Company's market target group. Santiago Campos is son of Luis Campos and brother of Andres Campos.

Raul del Villar has served as Corporate Chief Financial Officer of BeFra Group since 2026. Mr. del Villar is a seasoned finance executive with over three decades of experience in senior leadership roles within multinational consumer companies. He most recently served as Vice President and Corporate Chief Financial Officer at Grupo Axo. Earlier in his career, Mr. del Villar served as Chief Financial Officer and Administrative Director at Adidas Mexico, where he oversaw strategic planning and financial operations. His experience also spans cross-functional leadership, including legal and corporate governance, enabling disciplined growth in complex and dynamic operating environments.

Jose de Jesus Valdez serves BeFra as Independent board member. He joined Alpek in 1976 and has held several senior management positions such as CEO of Petrocel, Indelpro and Polioles. He was also president of the Asociacion Nacional de la Industria Quimica (ANIQ), of the Comision Energetica de la Confederacion de Camaras Industriales de los Estados Unidos Mexicanos (CONCAMIN) and of the Camara de la Industria de Transformacion de Nuevo Leon (CANAINTRA). Mr. Valdez is a mechanical engineer and has an MBA from Tecnologico de Monterrey (ITESM) and a master's degree in industrial engineering from Stanford University. Mr. Valdez was selected to serve on the Company's board of directors due to his vast experience in Mexican, US and Latin American business and market economy.

Silvia Davila serves BeFra as Independent board member. She is a proven leader with over 30 years of experience working with leading consumer companies in various roles and possesses deep knowledge of the Latin American market. Silvia Davila currently serves as President of Danone LATAM. Silvia joined Danone in 2017 as Regional President LATAM for dairy products, and since 2020, Prior to Danone, she worked in Mars (2004-2017), Procter & Gamble (1992-2003) and McDonalds Mexico (1989-1992). Silvia holds a Bachelors degree in Marketing from UNITEC, where she graduated with honors, a Masters degree in Business Economics form ITESM and post-graduate studies from Harvard, IMD and INSEAD. She is a member of the Global Executive Committee and responsible for the operation in Mexico and for all categories in LATAM.

Leonardo Ayala has served as Corporate Chief Business Intelligence Officer of BeFra Group. He has worked for thirteen years developing business analysis capabilities for BeFra Group. Previously he held positions in Business Analysis and Commercial Strategy for telecommunications companies such as Telefonica Movistar (2007-2012) and in the financial sector (Grupo Profuturo 1996-2006). Leonardo holds a B.A. in Business Administration from Universidad Nacional Autonoma de Mexico (UNAM).