Brazil Beauty and Personal Care Products Market - Growth, Trends, and Forecasts (2023 - 2028)

Brazil's Beauty and Personal Care Products Market is segmented by Product type (Personal Care Products, Skin Care Products, Bath and Shower, Oral Care, Men's Grooming Products, Deodorants and Antiperspirants, and Cosmetics/Make-up Products); By Category (Mass Products and Premium Products); and by Distribution Channels (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels, Others). The report offers market size and forecasts in value (USD million) for all the above segments.

Brazil Beauty & Personal Care Products Market Size

Brazil Beauty and Personal Care Products Market Summary
Study Period: 2017-2027
CAGR: 6.72 %

Major Players

Brazil Beauty and Personal Care Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Brazil Beauty & Personal Care Products Market Analysis

The Brazil Beauty and Personal Care Products Market is projected to register a CAGR of 6.72% over the next five years.

The rising incidence of hair- and skin-related problems such as alopecia areata, telogen effluvium, and other issues among consumers, coupled with increasing hygienic practices, has led to the demand for such effective products across the country. The rising consumer awareness regarding products and services through digital media and other sources is boosting the demand for various beauty and personal care products. Additionally, rising pollution levels in a few major cities in Brazil are also a significant reason for people to use protective personal care cosmetics to protect their skin from damage. According to IQAir, Brasilia, Rio Claro, Osasco, and Sao Jose do Rio Preto are a few major cities in Brazil with high pollution levels.

Moreover, customers are increasingly looking for value-for-money products that are natural and beneficial for the skin and provide a range of combined benefits of high-priced premium products like anti-aging, whitening, moisturizing, etc. at a lower-than-premium cost. This product class has been dubbed "masstige." Mid-income customers in Brazil are trading down from premium to masstige, and from masstige to mass market, depending on their purchasing power and the multi-benefits offered in products. Innovation continued to drive sales of beauty and personal care products in the last few years. As several important brands announced updates to their main brands, focusing on new formulas and especially on new packaging, key players are focusing on product innovation.

Rising consumer awareness about using cosmetics that are vegan, organic, natural, and, at the same time, good for the planet, has encouraged manufacturers to launch new offerings and expand their footprint. For instance, in October 2022, L'Oreal's Brazilian subsidiary declared that it was broadening its line-up of sun protection products to better fulfill the demands of Brazil's vast skin diversity. In addition to announcing the introduction of 11 new hues, the group also unveiled a new color nomenclature that uses a numerical scale. Such developments in the country are expected to drive the growth of the market studied in the country during the forecast period.

Brazil Beauty & Personal Care Products Industry Segmentation

Beauty and personal care products include any product that is applied to the external part of the body, such as the skin, nails, hair, lips, and external genital organs, or to the oral cavity, such as the teeth and mucous membrane of the oral cavity. Brazil's beauty and personal care products market is segmented by product type, category, and distribution channel. By product type, the market is segmented into personal care products and cosmetics/make-up products. By personal care products, the market is sub-segmented as follows: hair care products, facial care products, shower gels, oral care products, men's grooming products, and deodorants and antiperspirants. Based on cosmetics and make-up products, the market is segmented into facial cosmetics, eye cosmetics, lip and nail make-up, and hairstyling and coloring products. Based on distribution channels, the market is segmented into specialist retail stores, supermarkets and hypermarkets, convenience stores, pharmacies and drugstores, online retail channels, and others. By category, the market is segmented into mass-market products and premium products. For each segment, market sizing and forecasts have been done based on value (in USD million).

Product type
Personal Care Products
Hair Care Products
Hair Oil
Hair Styling and Coloring Products
Other Hair Products
Skin Care Products
Body Care Products
Lip Care Products
Facial Care Products
Bath and Shower Products
Bath Salts
Shower Gel
Other Bath and Shower Products
Oral Care
Toothbrushes and Replacements
Mouthwashes and Rinses
Other Oral Care Products
Men's Grooming Products
Deodorants and Antiperspirants
Cosmetics/Make-up Products
Facial Cosmetics
Eye Cosmetic Products
Lip and Nail Make-up Products
Other Cosmetics/Make-up Products
Mass Products
Premium Products
Distribution Channel
Convenience Stores
Specialist Retail Stores
Online Retail Channels
Other Distribution Channels

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Brazil Beauty & Personal Care Products Market Trends

This section covers the major market trends shaping the Brazil Beauty & Personal Care Products Market according to our research experts:

Growing Inclination Towards Natural/Organic Formulations

Growing concerns regarding the side effects of chemicals in personal care products, which lead to ailments such as skin irritation, allergies, and dullness, have been fueling the demand for natural and organic skincare products. Prolonged use of synthetic cosmetics may cause various health issues, such as irritation, hormonal imbalance, and toxicity. However, cosmetic products made of organic ingredients, such as plant extracts and natural oils, do not leave any harmful impact on the skin. Natural skincare and cosmetic products that are free of chemicals and transparent about their ingredients are driving consumer demand for such products.This factor has resulted in a shift in consumer preference from synthetic skincare products to organic products. To capitalize on this growing interest, the manufacturers in the market have been revamping and expanding their product offerings by introducing a wide range of organic skincare products containing plant-based, clean-label ingredients, with claims such as "organic," "vegan," "natural," "chemical-free," and "cruelty-free," among others. Costa Brazil, for example, launched a new body wash in November 2022 that the company claims is made entirely of sustainably sourced ingredients from the heart of the Amazon rainforest.The company claimed that this is a nutrient-rich, handy body wash infused with skin-softening squalane and Amazon-sourced miracle oils. Natural ingredients are increasingly being used in place of synthetic ones by businesses, in part due to customer demand and in part due to a shift towards sustainable raw materials.

Moreover, increasing e-commerce websites that specifically offer vegan and natural products in the country is also creating more awareness about the benefits of natural products, thus attracting consumers to them. For instance, Use Orgânico is an e-commerce platform in Brazil that specializes in offering beauty, aromatherapy, and wellness products in addition to vegan, 100% natural, and organic cosmetics. It offers organic deodorants, natural roll-on deodorants, vegan spray deodorants, natural and vegan crystal deodorants, natural spray deodorants, and several other types of deodorants for the skin made with natural, vegan, organic, and ecologically correct ingredients. Such developments in the market are expected to boost the market's growth during the forecast period.

Brazil Beauty and Personal Care Products Market: Sales of the Beauty and Personal Care Products, in Billion USD, Brazil, 2020 and 2021

Skin Care Products Dominating The Market

The growth of the skincare industry can be attributed to the distinct position it holds within a number of trends, including the rising demand for self-care and health-promoting products, the interest in regimens and routines, the ability of social media to empower and inform consumers more quickly, and, most notably, the unique capacity of new technology to simplify the unusually complex options that customers have when interacting with skincare brands. Imports of skincare and beauty products to the country have increased owing to the growing demand for such products. For instance, according to Associaço Brasileira da Indstria de Hygiene Pessoal, Perfumaria, and Cosméticos (ABIHPEC), in 2021, Brazilian imports of skin care products totaled 132.7 million USD, out of which imports of beauty and nourishing creams and tonic lotions represented around 56.9 million USD and other beauty and makeup products accounted for 75.9 million USD. Similarly, in 2021, Brazil will import over USD 133 million worth of cosmetic and personal care products from France. Meanwhile, Brazil imported approximately USD 102 million in this type of product from China.That year, the total volume of beauty and personal hygiene products imported into Brazil amounted to 87 thousand metric tons.

Moreover, modern customers are much pickier and more mindful when it comes to their decisions, especially when it comes to buying skincare products. Customers are willing to spend money on items if they are organic and can improve their skin's health naturally. Other factors driving the rise of organic skincare in this region include the region's rapidly aging population, a growing millennial population, growing awareness of organic products, and an increase in the number of working women. Most customers in the country are looking for products that are natural, organic, sulfate-free, paraben-free, vegan, cruelty-free, and contain no artificial preservatives, colors, or fragrances. Such products are gaining traction and encouraging consumers to buy skin care products. As a result, natural, vegan, and environmentally friendly products are expected to grow during the forecast period.

Beauty and Personal Care Market: Imports of skin care products, by type, (in USD millions), Brazil, 2021

Brazil Beauty & Personal Care Products Industry Overview

Key players in Brazil's beauty and personal care market are focusing on acquisition and expansion in the country, which is helping them to diversify their offerings and gives them access to stable cash flows and further growth opportunities in Brazil. The beauty products market saw fierce competition, with major international players dominating. Various players are entering the market to tap the untapped potential of the beauty and personal care products market, offering natural and vegan products. An advanced and diversified distribution network gives an upper edge to the manufacturers in expanding their range of products across Brazil. Key players in the market include Unilever PLC, L'Oreal SA, Procter & Gamble Company, Beiersdorf AG, and Shiseido Company Ltd.

Brazil Beauty & Personal Care Products Market Leaders

  1. Unilever plc

  2. L'Oréal S.A.

  3. The Procter & Gamble Company

  4. Shiseido Company Ltd.

  5. Beirsdorf AG

*Disclaimer: Major Players sorted in no particular order

Brazil Beauty and Personal Care Products Market Concentration

Brazil Beauty & Personal Care Products Market News

  • October 2022: The Brazilian DTC men's brand Dr. Jones, which specializes in goods for men's skin, hair, and bathing, has been fully acquired by Grupo Boticário. With the goal of increasing the number of customers through Grupo Boticário's different sales channels in the middle term, the company said that Dr. Jones will still be sold through the brand's online store.
  • In August 2021, singer Anitta joined forces with the beauty company Sol de Janeiro to spread Brazilian Beauty + Body Joy.The international pop icon released a limited-edition Sol de Janeiro x Anitta Hair & Body Fragrance Mist, marking the beauty company's first-ever celebrity collaboration.
  • May 2021: Sol de Janeiro launched Brazilian Joia Dry Shampoo, and this is one of the two new launches that dropped in May. In addition to the dry shampoo, the company has also launched an aluminum-free deodorant. The company claims that the Sol de Janeiro Brazilian Joia Dry Shampoo is a Cheirosa 62-scented dry shampoo that provides the volume, movement, and feeling of freshly washed hair while absorbing oil.

Brazil Beauty & Personal Care Products Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product type

      1. 5.1.1 Personal Care Products

        1. Hair Care Products

          1. Shampoo

          2. Conditioners

          3. Hair Oil

          4. Hair Styling and Coloring Products

          5. Other Hair Products

      2. 5.1.2 Skin Care Products

        1. Body Care Products

        2. Lip Care Products

        3. Facial Care Products

      3. 5.1.3 Bath and Shower Products

        1. Soaps

        2. Bath Salts

        3. Shower Gel

        4. Other Bath and Shower Products

      4. 5.1.4 Oral Care

        1. Toothbrushes and Replacements

        2. Toothpaste

        3. Mouthwashes and Rinses

        4. Other Oral Care Products

      5. 5.1.5 Men's Grooming Products

      6. 5.1.6 Deodorants and Antiperspirants

    2. 5.2 Cosmetics/Make-up Products

      1. 5.2.1 Facial Cosmetics

      2. 5.2.2 Eye Cosmetic Products

      3. 5.2.3 Lip and Nail Make-up Products

      4. 5.2.4 Other Cosmetics/Make-up Products

    3. 5.3 Category

      1. 5.3.1 Mass Products

      2. 5.3.2 Premium Products

    4. 5.4 Distribution Channel

      1. 5.4.1 Supermarkets/Hypermarkets

      2. 5.4.2 Convenience Stores

      3. 5.4.3 Specialist Retail Stores

      4. 5.4.4 Online Retail Channels

      5. 5.4.5 Other Distribution Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oreal S.A.

      2. 6.3.2 The Procter & Gamble Company

      3. 6.3.3 Unilever plc

      4. 6.3.4 Shisedo Company Ltd.

      5. 6.3.5 Beiersdorf AG

      6. 6.3.6 Avon Products, Inc.

      7. 6.3.7 Natura &Co

      8. 6.3.8 Grupo Boticario

      9. 6.3.9 Coty Inc

      10. 6.3.10 Haskell Cosmeticos

      11. 6.3.11 The Estee Lauder Comapnies.Inc

    4. *List Not Exhaustive

**Subject to Availability
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Brazil Beauty & Personal Care Products Market Research FAQs

The Brazil Beauty and Personal Care Products Market is studied from 2017 - 2027.

The Brazil Beauty and Personal Care Products Market is growing at a CAGR of 6.72% over the next 5 years.

Unilever plc, L'Oréal S.A., The Procter & Gamble Company, Shiseido Company Ltd., Beirsdorf AG are the major companies operating in Brazil Beauty and Personal Care Products Market.

Brazil Beauty and Personal Care Products Industry Report

Statistics for the 2023 Brazil Beauty and Personal Care Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Brazil Beauty and Personal Care Products analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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