Brazilian brands dominate the market

In Brazil, domestic brands dominate the cosmetics market, both in terms of market share and revenue. Natura, which is well known for creating products that use local and natural ingredients, remains the leader in consumer preference. When considering the contribution of Avon, acquired by Natura in 2019, the company had an overall market share of 16 percent that year. The net revenue of Natura – which also owns Aesop and The Body Shop – has also recently surpassed 14 billion Brazilian reals. Another major player in the segment, Grupo Boticário ranked second. With a market share of nearly 12 percent, the holding company which manages the brands Beautybox, Quem Disse, Berenice?, Eudora, and Vult, as well as the homonymous O Boticário, has experienced an increase in net revenue of over 60 percent between 2015 and 2019.

Sustainable is fashionable

In a time where the need for sustainability is impacting every business segment, the cosmetics industry has shown awareness of this growing demand. And in the Brazilian market, sustainability is already a concern in the minds of consumers. According to a survey conducted in 2019, three out of ten Brazilians consumed sustainable shampoos, and over ten percent of respondents used sustainable make-up products. More than half of Brazilians surveyed said they were interested in natural beauty products, with one third believing products made with natural ingredients were more effective than their purely synthetic counterparts. In fact, that year, cruelty-free and vegan products accounted for nearly 15 percent of Brazil's hygiene and beauty sector revenue.

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