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.
