South America Skin Care Market Outlook, 2028

South America is home to diverse indigenous communities with unique beauty traditions that influence skincare practises. For example, in countries like Brazil and Colombia, traditional beauty rituals using natural ingredients, such as coffee grounds or clay masks, are passed down through generations and are still popular today. In South America, skincare often includes body care as well. Body scrubs, body masks, and body oils are commonly used to exfoliate, moisturise, and nourish the skin on the body. Body care rituals, such as dry brushing or oil massages, are also popular in some South American countries as a way to pamper and care for the skin. Beauty salons and spas also play a significant role in South American skincare culture. Many South Americans visit beauty salons or spas regularly for skincare treatments, facials, and other professional services. Beauty professionals, such as estheticians, are often consulted for skincare advice and recommendations. Further, DIY (do-it-Yourself) skincare remedies are popular in some South American countries. Many South Americans prefer homemade skincare recipes or DIY treatments using natural ingredients, such as fruits, vegetables, and herbs, to maintain healthy skin. These DIY remedies are often passed down through generations and are considered a cost-effective and natural approach to skincare. South America has diverse climates, with regions that experience high levels of sun exposure. Therefore, sun protection is often considered a crucial part of skincare culture in South America. Sunscreens with high SPF ratings are popular, and many South Americans prioritise using sun protection products to protect their skin from harmful UV rays and prevent sun damage. Also, fragrances are often considered an essential aspect of skincare culture in South America. Many skincare products, such as lotions, creams, and oils, are scented with floral, fruity, or herbal fragrances. Fragrances are seen as a way to enhance the sensory experience of skincare and create a pleasurable ritual.

According to the research report, South America Skincare (Facial Care, Body Care & Lip Care) Market Outlook, 2028 the market is anticipated to add USD 3.2 billion from 2023 to 2028. The strong link between natural ingredients and better-for-you has always been strong and well-entrenched in the psyche of the South American beauty and personal care consumer. However, as South American beauty consumers become savvier, coupled with the rising global importance of natural, organically sourced, and/or vegan ingredients, well-backed claims will become increasingly relevant. More and more, South American consumers are looking for clear BFY preventive self-care benefits such as sun protection (SPF), relevant vitamin enhancements (i.e., vitamin A), and anti-pollution, anti-oxidants, and dust protection. The accelerating growth of dermo-type products within the skin care industry evidences this trend. Functional and vitamin-enhanced cosmetic products are becoming more popular throughout the region. The desire for increased customization and self-expression is becoming increasingly relevant, owing in part to the region's young population profile, increasing female employment, and intrinsic population variety. There is a growth of local and global specialists and independent companies that have entered the market to challenge highly entrenched traditional brands (i.e., L'Oréal, Revlon, etc.), particularly in the cosmetic arena, but across the beauty and personal care range. The expansion of vibrant tones, inclusive shade ranges, eye-attention (i.e., eye brow shaping), and even extravagant make-up within some segments of cosmetics point to a need for greater freedom, personalization, and self-expression in comparison to entrenched South American beauty paradigms. The market for cruelty-free (no animal testing), vegetarian (no animal byproducts), and vegan (no animal ingredients) beauty products has grown in recent years. Vegan cosmetics are preferred by consumers because they are morally and ethically superior because they are manufactured without the use of any animal products. Because of the medical benefits of these products on the skin, consumers are increasingly selecting vegan cosmetics over non-vegan cosmetics.

Brazil will dominate the South American skincare market in 2022. Despite spending less on cosmetics, Brazilian consumers were nonetheless interested in the latest facial and skin care trends. This demonstrates the vast prospects for skincare companies to target and penetrate the Brazilian market. Brazilian women frequently use facial peels or masks, which has raised demand for these treatments as well as anti-pollution facial solutions. Furthermore, because of their rising obsession with characteristics such as moisturisers and anti-ageing treatments, the younger generation, particularly millennials, is becoming increasingly interested in facial care. L'Oreal SA and Natura are two major companies that manufacture and sell their products in the country. Brazilian beauty behemoths have already launched entirely new lines to assist consumers in their pursuit of health and fitness. While Natura has launched a new makeup line designed for sport-maniacs, O Boticário has unveiled Ativa, a new skincare line for pre- and post-workout. Brands also have a role to play in helping people stay engaged with their fitness routines in the long term. Shifting the conversation from body image to highlighting the benefits of exercise on the mind and body will go a long way towards achieving this. Although many consumers in South America saw their spending power hit by the pandemic, skin care performance has held up well across the region, particularly sales to middle- and high-income earners. Consumers brought luxury health and beauty activities into their homes to mimic salon experiences and distract themselves from the realities of the epidemic, while beauty spas and salons were shuttered during lockdowns. With the lockdown, the house became a private haven of wellness and self-care for many, a sort of personal spa in comparison to the beauty salon. Though salons are beginning to recover from the shutdown, this appears to be a long-term trend, particularly among the upper socioeconomic clientele. This is fuelling regional growth in at-home skin moisturising products and face masks.

Face care and body care are two major segments across the South America region. Though beauty saw a drop in 2020, personal care-related hygiene products saw strong growth during and even during the pandemic lockdown. Obvious staples like bath and shower soaps, body washes, and shower gels were propelled by the pandemic. Distinguished brands in Brazil have announced updating their primary brands by focusing on new formulas and packaging. Furthermore, innovation has continued to drive the country's sales of beauty and personal care products. For example, Johnson & Johnson's infant line just announced a complete brand refresh. However, the company's packaging has not changed significantly since 1973. Similarly, Unilever refreshed its whole product inventory under the TRESemmé brand. In addition to offering new packaging types to consumers, the brand also introduced numerous new items solely focusing on afro or curly hair types. As a result, such factors are expected to fuel market growth during the forecast years. On the other hand, the men’s skincare market is also growing, which is driven by the rising number of men becoming conscious about their appearance as well as their skin health. Brands are constantly launching products specifically designed for men, including grooming, beard, and anti-ageing products. People are concerned about the environmental impacts of their purchases, and they are seeking sustainable and ethical skincare items. Market players that prioritise fair trade, cruelty-free, and sustainable practises are gaining popularity in the South American skin care industry.

E-commerce made strong gains during the pandemic, especially in 2020, as it benefited from home seclusion and the closures of store-based retail outlets. However, specialist retail stores still remain the biggest individual distribution channel for skin care products in South America. In Brazil, for example, locals trust sellers, known locally as consultoras, and are keen to learn from them about the latest products and beauty tips. Furthermore, the development of e-commerce platforms is becoming a higher priority for important companies. With health-conscious customers worried about what they put on their skin and the knowledge they are gaining about substances, the drive towards clean formulations is growing. Consumers in South America are more connected than ever before. For discovering and learning how to use beauty and personal care products, social media channels are the go-to source. They are more interested in beauty and personal care than ever before, and they are brand savvy. New shopping retailers are blooming to meet consumers’ needs and desires. The convergence of physical and digital retail is also evident across the region, with e-commerce showing promising signs of growth. MercadoLibre, Linio, Falabella, Dafiti, Americanas, and Farmacity are some of the major online platforms for skincare products in South America.

Major Companies present in the market:

L'Oreal S.A, Unilever Public Limited Company, Beiersdorf AG, The Estee Lauder Companies Inc., Johnson & Johnson , Natura&Co, Shiseido Company Limited, Procter & Gamble, Revlon, Inc., Clarins Group, Oriflame Cosmetics AG, Kao Corporation, Coty Inc., Colgate-Palmolive Company

Considered in this report

• Geography: South America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• South America Skincare market with its value and forecast along with its segments
• Country-wise Skincare market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• Brazil
• Argentina
• Colombia

By Category

• Facial care
• Body Care
• Lip Care

By Facial care

• Face cream
• Face Wash and Cleanser
• Sun Care (Sunscreen (SPF) Products)
• Facial Masks (sheet mask, Leave in & wash off)
• Toners
• Serums
• Shaving Lotions & Creams
• Others (Exfoliators, Eye Creams, scrub, bleach)

By Body care

• Body Lotions
• Body wash
• Others (Body Oil, Body Powder)

By Lip care

• Lip Balms
• Lip Scrubs
• Lip Masks
• Lip oil
• Others

By Body wash

• Body soap
• Shower gel

By End User

• Men
• Women
• Unisex

By Distribution channel

• Specialist Retail Stores
• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Channels
• Other Distribution Channel

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this; the author has started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Skincare industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.