Market Spotlight on Brazil

Brazil’s beauty category continued its upward trajectory in 2024, with a robust 12.7% growth in value sales (BRL). Channels such as Door-to-Door, Ecommerce, and Gifting played a significant role in fueling this momentum.

Read on to discover three key trends shaping the dynamic and fast-evolving Brazilian beauty market.

1. Passion Meets Inclusivity

Brazil’s consumers are among the most beauty-committed globally. 72% say they would never stop buying cosmetics — 12 points higher than in the U.S. This commitment is matched by increasing demand for inclusive product ranges, particularly for dark skin tones and textured hair. With over 55% of the population identifying as Black or mixed-race, the expansion of products catering to diverse needs is not just welcomed — it’s expected.  

2. Channel Innovation is Driving Growth

Traditional retail remains strong, but Brazil is innovating in alternative channels. The door-to-door model is a unique strength, delivering personalized service and convenience to consumers. Meanwhile, E-commerce is growing 3x faster than in-store sales, powered by social influencers and digital-native consumers. Beauty brands should take note: a robust omnichannel strategy is essential in this landscape.

3. Democratization and Ingredient-Led Innovation

Brazilian consumers are embracing high-performance, accessible skincare, with brands like Principia gaining share by offering clinically driven products at affordable prices. In 2024, Hair Treatment Oils (+68%) and Lip Cosmetics (+47%) were high growth categories, signaling interest in both care and expression. Hot ingredients include glycolic acid in hair care and prebiotics in skincare, while multifunctional formats — like sticks for makeup, sun care, and skincare — are trending across categories.

Why This Matters

Brazil’s beauty trends reflect a powerful combination of cultural authenticity, digital fluency, and ingredient consciousness. Brands can draw several takeaways: 

• Inspire through inclusivity: Design products for real consumer needs, especially across skin tones, hair types, and local preferences. 

• Innovate accessibly: Marry premium experiences with democratic pricing or formats to reach broader audiences. 

• Activate omnichannel strategies: Leverage influencer partnerships, ecommerce acceleration, and localised retail dynamics to meet consumers where they are.