Brazilians are popularly known for paying special attention to their physical appearance. The country ranks among the largest cosmetic markets worldwide as the most important in the Latin American region. In 2020, Brazil exported over 600 million U.S. dollars worth of beauty and hygiene products. For most of the past decade, Brazil's balance trade in this segment was negative, a trend overturned in 2020.
Domestic brands: leaders in consumer preference
Though several foreign beauty companies are present in Brazil, domestic players dominate the market. At the top of the list is Natura &Co, which owns the homonymous brand known for its sustainable products. Though the company's net revenue suffered a slight decline in 2021, it had risen by 76 percent the previous year despite the economic effects of the COVID-19 pandemic. Altogether, the domestic market represented over one-third of Natura’s total revenue. The remaining proceeds resulted from the operation of its international brands: The Body Shop, Avon, and Aesop. In 2021, the Brazilian beauty holding group was the world’s second-largest direct selling company, only behind the U.S. brand Amway.
Another important player in this Brazilian industry is Grupo Boticário, with its brands Beautybox, Quem Disse, Berenice?, Eudora, Multi B, Vult, Beleza na Web, as well as the homonymous O Boticário. In 2021, the cosmetics group’s revenue continued its steady upward trend registered in recent years, accompanied by a slight increase in its franchised store system.
Digital beauty in Brazil
As a result of the COVID-19 pandemic, e-commerce channels have significantly increased their penetration in many markets worldwide. In the case of Brazil, the number of unique e-shoppers increased considerably in the past few years. The total orders through digital platforms reached over 350 million in 2021 — nearly 175 million more than in 2019.
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