The number of brands currently expanding into the Brazilian beauty market is a great indicator of the vibrancy of the market and the flourishing consumer demand it is receiving. According to Mintel Market Sizes, the value of the Beauty and Personal Care retail market in Brazil is expected to rise to over $USD 19 billion in 2014. This rise is driven largely by the growth in consumer spending, with 42% of Brazilian consumers buying more or the same number of toiletries, cosmetics, and beauty products in 2013 than the previous year, reflecting that there are still a great number of opportunities for cosmetics brands to explore.

Natural appeal

Natural beauty products are popular in Brazil, particularly in skincare, with eight in 10 Brazilian skincare product users preferring products that contain natural ingredients. With this in mind, many international natural brands view Brazil as a lucrative market. Below, we focus in on the brands making of the most of Brazil’s evolving beauty arena.

Lush returned in June this year to Brazil after a seven-year absence, launching the biggest Lush store in the world in Sao Paulo. The new store covers 400m2 and offers a number of spa services. Next door, the Paulistas also have the option of going to the Spa L’Occitane. L’Occitane is gaining in popularity within the local market since the launch of L’Occitane au Bresil in March 2013.

Eight in 10 Brazilian skincare product users prefer products that contain natural ingredients

Another global natural beauty brand that has set its sights on Brazil is The Body Shop. Entering the market last month, it is set to rebrand all the Body Store shops almost a year after its acquisition of a majority stake in the Brazilian retailer Emporio Body Store.

In addition, Yves Rocher, which tried to establish its brand in Brazil in the 90s, also came back to the Brazilian market and opened a store in December 2013. The French company now has five stores and its products are also available online. According to the company, it plans to open 300 stores in 10 years.

Korres is also looking for opportunities, however they tried to enter the market in 2011 and gave up in 2012. Despite this, now it is taking a different approach, signing an agreement with Avon, which will be in charge of distribution and product development.

Finally a similar scenario is happening with the expansion of Aesop. In December 2012, Natura purchased 65% of the brand. Two years later, Aesop is planning on opening two stores in Sao Paulo, where 95% of the Aesop products will be available for the pleasure of well-off consumers.

The natural beauty market is clearly growing and offers more than ever to consumers. Despite the fact that the Brazilian economy is slowing down, the Brazilian natural beauty market remains dynamic and will continue to attract international brands who want to expand their name overseas.

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