Consumers in Brazil take great interest in personal care products. As a matter of fact, the country's per capita spending on this segment is very close to that of the United Kingdom and the United States. When it comes to cosmetics, fragrances and personal care revenue, Brazil was the fourth largest market in 2018, just behind the U.S., China, and Japan. Since 2006, the revenue generated by the Brazilian cosmetics industry has been constantly growing, at least in nominal values, totaling 48.5 billion Brazilian reals in 2018 (approximately 12 billion U.S. dollars). The personal hygiene segment had the highest share within the Brazilian cosmetics market in 2017, representing 42 percent, followed by fragrances and hair care.
In 2017, the cosmetics brands with the largest market shares in the South American country were Natura Brasil, Unilever, and O Boticário. Natura remains the leader in consumer preference, having acquired Aesop and The Body Shop in recent years, as well as Avon Products in 2019. Natura is well known for creating products that use local and natural ingredients. In 2018, its net revenue reached 13.4 billion Brazilian reals. In that same year, the main countries of destination of Brazilian perfumery, cosmetic and bath products exports were Argentina, Colombia, and Chile. On the other hand, Brazil imported cosmetics mostly from France, Argentina, and the U.S.
Despite the economic turmoil faced by the country's economy since 2014, Brazil’s cosmetics industry is experiencing steady growth, partly due to the early adoption of global trends and investments in advanced technology in the domestic market. A continued development of new products and an increased spending in marketing should ensure positive outcomes in the following years.