In 2023, Brazil returned to the ranks of the world’s 10 largest economies, rising from 11th to ninth place. This renewed dynamism in the global economic landscape was also reflected in the beauty and personal care industry. After a prolonged period in fourth place, Brazil overtook Japan to reclaim third position in the global beauty and personal care rankings in 2023.
The Beauty and Personal Care in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The Beauty and Personal Care in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Beauty and Personal Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
EXECUTIVE SUMMARY
- Beauty and personal care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
MARKET DATA
- Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
SOURCES
- Summary 1 Research Sources
2023 DEVELOPMENTS
- Mass segment narrows growth gap with premium segment in 2023
- Mass personal care categories rebound, surpassing performance of mass beauty categories, while Brazil has a mature market for sustainable products
- WhatsApp consolidates as an important tool for online sales of mass products
PROSPECTS AND OPPORTUNITIES
- Mass segment expected to remain dominant in Brazil despite maturity, with several categories holding significant potential for growth
- Consumers anticipated to blend the use of premium and mass products, seeking higher quality as incomes rise
- Omnichannel should continue to be an important driver of growth
CATEGORY DATA
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Premium segment sees double-digit growth, but slows compared with previous years; “dupes” limit growth in fragrances, while the heat boosts sun protection
- Colour cosmetics regains momentum, while skin care continues to hold its place as a promising category in Brazil
- Key drivers of growth in retail e-commerce in the premium segment in Brazil are free shipping, expanded consumer base, and easy repurchasing
PROSPECTS AND OPPORTUNITIES
- Growth of premium beauty and personal care potentially influenced by climate change and macroeconomic indicators
- Proven efficacy and benefits are poised to become pivotal factors driving the future success of premium beauty and personal care in Brazil
- Rising retail channels: The growing role of pharmacies and shopping centres in premium skin care in Brazil
CATEGORY DATA
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Baby and child-specific sun care gains momentum in 2023
- The importance of hair care in Brazil is reflected in the launch of baby and child-specific hair care products
- Pharmacy shelves reflect the rise of premium brands, while direct selling giant Grupo Boticário makes strides in baby and child-specific products
PROSPECTS AND OPPORTUNITIES
- Postponed motherhood paves the way for discerning shoppers poised to reshape the brand preference landscape
- Children’s interest in skin care products causes concern
- Nostalgia and immersive in-store experiences should stimulate a return to shopping in bricks-and-mortar spaces
CATEGORY DATA
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
2023 DEVELOPMENTS
- Heatwaves and gift items boost demand for bar soap
- Despite weak growth in other bath and shower categories, demand for dermocosmetics remains a bright spot
- Premiumisation drives growth in retail e-commerce, although supermarkets and direct selling continue to dominate bath and shower
PROSPECTS AND OPPORTUNITIES
- Bath and shower poised for growth, defying category maturity
- Rising demand for female-focused products, driven by the growing female population
- The future of consumer channels: Shaping post-pandemic shopping trends
CATEGORY DATA
- Table 34 Sales of Bath and Shower by Category: Value 2018-2023
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
- Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
2023 DEVELOPMENTS
- Lip products are the highlight of growth in colour cosmetics in Brazil
- After the launch boom, the era of influencer brand consolidation begins
- Colour cosmetics has the worst retail e-commerce performance within beauty and personal care
PROSPECTS AND OPPORTUNITIES
- Despite the influx of budget options, the future of colour cosmetics looks promising, although women’s incomes will continue to limit sales
- Loyalty is the ultimate challenge, while tween beauty expands amidst concerns
- Change in the geographical concentration of the Brazilian population could favour fragmentation in the forecast period
CATEGORY DATA
- Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
- Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
- Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Rising temperatures and new usage occasions drive double-digit value growth for deodorants
- Body splashes and newcomers shake up the deodorants category
- Premiumisation process opens up space for retail e-commerce to advance
PROSPECTS AND OPPORTUNITIES
- Deodorant sprays expected to remain the main format in the market, although deodorant sticks and pumps set to advance at a faster pace
- Synergy with a healthy lifestyle and the practice of sports will continue to boost sales of deodorants
- New brands and products will drive e-commerce growth, but pharmacies and grocery retailers will continue to account for the highest shares of sales
CATEGORY DATA
- Table 54 Sales of Deodorants by Category: Value 2018-2023
- Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
- Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
- Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
- Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
2023 DEVELOPMENTS
- Tourism resurgence fuels growth for depilatories, but the revival of beauty salons carves out its share of hair removal
- Demand for more natural compositions is growing in a market still marked by concentration and controversy
- The “premium shower” brings opportunities to the mature depilatories category in Brazil
PROSPECTS AND OPPORTUNITIES
- Media coverage of risks of laser hair removal impacts depilatories forecast, but challenges persist due to maturity and competition from salons
- Loyalty is already a reality in depilatories in Brazil, and attempts to expand continue through complementary products to the hair removal routine
- Population ageing may bring about both volume reduction and a shift towards premiumisation
CATEGORY DATA
- Table 63 Sales of Depilatories by Category: Value 2018-2023
- Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
- Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
- Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
- Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Fragrances thrives amidst double-digit value growth, while “dupe culture” emerges as a strategy to mitigate price increases
- Rising temperatures act as a driver for the substitution effect from fragrances to body splashes
- Slowdown in premium demand impacts retail e-commerce growth, while direct selling remains the main distribution channel
PROSPECTS AND OPPORTUNITIES
- Luxury within luxury, and niche fragrances point to a new stage in the polarisation of consumption
- A new gender divide could also impact demand trends
- Changes in population composition may influence the future of retail channels for fragrances
CATEGORY DATA
- Table 70 Sales of Fragrances by Category: Value 2018-2023
- Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
- Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
- Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
- Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Heat, sports, and ingredient-led beauty are key growth drivers for shampoos, and conditioners and treatments
- Freedom in hair care fosters fertile ground for innovation and addressing specific needs
- Retail e-commerce loses momentum against bricks-and-mortar outlets in 2023
PROSPECTS AND OPPORTUNITIES
- Styling agents set to be a growth highlight in hair care in the forecast period
- The growing influence of Latin America, and the potential to expand Brazil’s hair care expertise globally
- Unlocking potential: The evolution of hair care trends through men’s hair transplants
CATEGORY DATA
- Table 78 Sales of Hair Care by Category: Value 2018-2023
- Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
- Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
- Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
- Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
- Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
- Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
2023 DEVELOPMENTS
- Brazilian men are becoming more active shoppers in a category still dominated by fragrances
- Hygiene categories benefit from activities outside the home post COVID-19, and sport remains a key medium for connecting with consumers
- Retail e-commerce stabilises at a much higher level of sales than pre-pandemic, but direct selling is the highlight of 2023
PROSPECTS AND OPPORTUNITIES
- Efficiently meeting specific needs boosts demand for beauty products, and the weather set to drive interest in hygiene products
- The Brazilian market has not yet explored holistic health and wellness as an effective strategy to attract men
- International travel likely to continue to be an obstacle to growth in premium men’s grooming, while in the mass segment competition for wallet share will continue
CATEGORY DATA
- Table 91 Sales of Men’s Grooming by Category: Value 2018-2023
- Table 92 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
- Table 95 NBO Company Shares of Men’s Grooming: % Value 2019-2023
- Table 96 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
- Table 98 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
- Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Brazil solidifies itself as the third largest oral care market globally
- Strong advertising efforts and event sponsorship mainly focused on younger consumers
- The importance of dentist endorsement and the prevalence of health and beauty specialists
PROSPECTS AND OPPORTUNITIES
- Increasing government investment in oral health
- Innovation expected to highly impact oral care over the coming years
- New methods of nicotine consumption amongst youngsters may challenge oral health
CATEGORY DATA
- Table 100 Sales of Oral Care by Category: Value 2018-2023
- Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
- Table 102 Sales of Toothbrushes by Category: Value 2018-2023
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
- Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
- Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
- Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
- Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Lip care and basic moisturisers thrive, but skin care lags in beauty and personal care; competition with sun protection is still a barrier to growth in facial care
- Beyond scent, skin healthcare is establishing itself as an avenue for growth in body care
- Giftable items drive growth for direct selling and beauty specialists, while pharmacies and retail e-commerce lead in facial self-care
PROSPECTS AND OPPORTUNITIES
- Trade-off between performance and values highlights contradictions in consumption
- Extreme weather events related to climate change set to increase arbovirus cases, leading to higher repellent use and potential skin irritation
- Private label makes pharmacies more than sales spaces, while grocery retailers innovate to overcome sales challenges
CATEGORY DATA
- Table 113 Sales of Skin Care by Category: Value 2018-2023
- Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
- Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
- Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
- Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
- Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
- Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
2023 DEVELOPMENTS
- Rising temperatures drive double-digit growth for sun care
- Sun protection strengthens its position as a gateway for facial skin care in Brazil
- Private label sun protection products are making headway in pharmacies
PROSPECTS AND OPPORTUNITIES
- Climate change and Law 14.539/23 could increase demand for sun care in the forecast period
- Multifunctionality could limit growth for sun protection
- Diminishing significance of grocery retailers as sales move to pharmacies and retail e-commerce, while international purchases could pose a challenge
CATEGORY DATA
- Table 124 Sales of Sun Care by Category: Value 2018-2023
- Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
- Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
- Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
- Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
