Cosmetics industry in Brazil – statistics & facts

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. In 2020, the company’s net revenue in Brazil rose by 76 percent despite the economic effects of the COVID-19 pandemic. Altogether, the domestic market represented roughly 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 2020, the Brazilian beauty holding group was the world’s second-largest direct selling company, only behind the U.S. American 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 2020, the cosmetics group’s revenue continued the steady upward trend registered in recent years, despite the reduction of its franchised store system in the country.

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 by nearly 37 percent in 2020, while the total orders through digital platforms reached over 300 million that year —around two thirds more than in 2019. Between those two years, beauty and personal care jumped from third to second in the list of most popular e-commerce segments in the South American country, while its annual revenue grew by 5.7 percent.

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