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One to Watch 2024: Brazil’s Beauty Boom


Brazil’s beauty industry has always dominated the region—the country has the largest cosmetic market in Latin America. Brazil’s beauty industry is different because of its culture; Brazilian women and men pay more attention to their physical appearance and are the face of innovation in the region.

Today, the country’s beauty industry is growing globally. Brazilian entertainment and social media figures are renowned worldwide—from football players to supermodels. This interest in the country increases along with consumers’ interest in Brazilian beauty and personal care trends.

This article delves into Brazil’s beauty industry, its popularity, and how businesses can follow this trend.

Table of Contents
Overview of Brazil’s beauty market
The most important Brazilian beauty trends
Action points

Overview of Brazil’s beauty market

Brazil’s beauty and personal care sector is estimated to grow at a CAGR of 7.3% in the next few years, and the international market revenue amounts to US$ 23.29 billion in 2023.

Tourists are attracted to Brazil’s vibrant culture and beautiful natural resources. And since Brazilian beauty brands use many natural resources in their products, these companies are becoming more renowned among international clean beauty enthusiasts.

Brazilian beauty companies also respond to other consumer demands, such as inclusivity and sustainability. Many of these products are affordable, satisfying the beauty market in an economy suffering from inflation.

The most important Brazilian beauty trends

Many Brazilian brands are pioneering various trends in the country’s beauty industry. These trends include inclusive skincare, innovative haircare, local ingredients, sustainability, and color.

Inclusive skincare

Man washing his face in bathroom

Personal care in Brazil is inclusive. Both men and women care for their skin and hair, and local consumers demand products available for everyone. Sell products with gender-neutral packaging, appealing to all consumers.

In Brazil, beauty companies put unsexy flaws at the forefront. Consumers are not afraid to discuss chafing, butt acne, or other concerns. Brands worldwide can cash in on this movement by selling anti-chafing balm and cream for butt acne and scars.

Innovative haircare

Woman touching her wet hair

Brazilian haircare brands target their products to people with all hair types and offer innovative solutions to common problems. These products should be affordable and easy to use, continuing to appeal to an inclusive market.

Consumers are more knowledgeable in personal care and will look for ingredients targeting their specific problems, such as biotin products for thinning hair and keratin for damage.

Brazilian people also look at the country’s factors and the climate’s influence on their hair. That is why products such as heat-protectant sprays are important to protect tresses from UV rays and styling products.

Luxurious local ingredients

Coconuts and coconut oil in a jar

Brazil’s rich natural landscape makes it a rich source of vitamins and minerals that are beneficial to the hair and skin. Natural beauty brands harvest these vitamins and minerals directly from the source.

Coconut is a good example. This hydrating ingredient is excellent for various products such as facial masks.

One ingredient that many international consumers will not recognize is cacay. Cacay improves the skin in many ways, such as moisturizing, improving skin tone, and reducing aging symptoms. Businesses can sell cacay oil so consumers can easily add this ingredient to their skincare routine.


Even though Brazilian beauty brands extract their ingredients from natural resources, sustainability is a vital concern for companies and consumers. All sourcing is done responsibly, and Brazilian brands only use fair trading with transparency every step of the way.

Many brands take sustainability a step further. They will donate to different environmental organizations and even to local communities. Some brands also earn environmental certifications, promising consumers of their sustainable business model.

Brands in other parts of the world can use these best practices to foster better customer relationships, offering sustainability and transparency.


Colorful eyeshadow palette next to foundations

Brazil’s bright and bold culture makes self-expression a key beauty movement. This is why some makeup looks are trending more than others. Liquid eyeshadow is more vivid than powder formulas, making this a popular choice among beauty enthusiasts.

Some consumers also demand a colorful look in an easy-to-use format, so cream blushes are all the rage in Brazil.

Action points

The key action points that businesses should note include the following:

– Natural resources: Use local and natural resources from Brazil.
– Sustainability: When extracting local ingredients, businesses must be sustainable and transparent during the entire supply chain.
– Diversity and inclusivity: Avoid a one-size-fits-all product catalog and sell products that fit different consumer needs.
– Wellness: While some makeup looks are trending, Brazilians prioritize wellness and self-care over beauty products.

Businesses worldwide should look to popular Brazilian beauty brands for inspiration. Cater product formulations, packaging, and marketing to the individual consumer. Prioritize specific concerns, such as sustainability and diversity. All of these aspects are important to consumers, especially younger ones.


No country in Latin America is experiencing more massive growth than Brazil when it comes to beauty and personal care products. Brazil’s beauty industry is growing because its brands fit many worldwide consumer demands, such as inclusivity, innovation, locally-derived ingredients, and sustainability.

Many beauty trends from the region reflect Brazil’s culture, such as using colorful cosmetics that are easy to apply.

All beauty brands should keep up with worldwide beauty trends, even if they do not target an international consumer base. Continue reading the Baba Blog to discover the future of international beauty.

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