Nina Jobst
Research expert covering South Korea
Beauty and personal care market in Brazil – statistics & facts
Brazil is not only the most important beauty and personal care market in Latin America but ranks among the largest cosmetics markets worldwide. For most of the past decade, Brazil's trade balance in this segment was negative, meaning the country imported more beauty products than it exported - a trend that was overturned in 2020.
In 2024, Brazil's exports of beauty and hygiene products were worth roughly 884 million U.S. dollars more than its imports of these products.
Another important player in this Brazilian industry is Grupo Boticário, with its brands O Boticário, Beautybox, Eudora, Multi B, Vult, Quem Disse, Berenice?, and Beleza na Web. The cosmetics group’s revenue experienced a steady upward trend in recent years, accompanied by a slight growth in its franchised store system in 2024.
The sale of two significant business segments by local beauty and cosmetics giant, Natura &Co, has the potential to disrupt Brazil’s beauty and personal care market landscape. On the one hand, local competitors may find the room and opportunity to rise to the occasion and make their mark. On the other hand, international beauty companies may regain their grip on the market. This could also upset Brazil’s positive trade surplus in the future.
Domestic leaders: Natura &Co and Grupo Boticário
Though several foreign beauty companies are present in Brazil, domestic players dominate the market. At the top of the list is Natura &Co, overall Brazil’s most reputable personal care company. In 2024, the Brazilian beauty holding group, which includes the brands Natura Cosméticos and Avon was the world’s foruth-largest direct selling company, only behind tAmway, Herbalife, and eXp Reality. In 2023, Natura &Co sold two of their brands - The Body Shop and Aesop.Another important player in this Brazilian industry is Grupo Boticário, with its brands O Boticário, Beautybox, Eudora, Multi B, Vult, Quem Disse, Berenice?, and Beleza na Web. The cosmetics group’s revenue experienced a steady upward trend in recent years, accompanied by a slight growth in its franchised store system in 2024.
Consumer insights
In 2024, some of the most used personal care products by Brazilian consumers included personal and oral hygiene products, such as bath and shower products, deodorants, toothpaste, and mouth wash. Still, a significant number of consumers used hair care, skin care, and decorative cosmetics. Like in other parts of the world, Korean beauty products have gained popularity in the South American market, over the past years, with over four in ten Brazilian consumers attesting to this K-beauty popularity in their country.The sale of two significant business segments by local beauty and cosmetics giant, Natura &Co, has the potential to disrupt Brazil’s beauty and personal care market landscape. On the one hand, local competitors may find the room and opportunity to rise to the occasion and make their mark. On the other hand, international beauty companies may regain their grip on the market. This could also upset Brazil’s positive trade surplus in the future.
