Brazil Beauty Retailing Market Report 2025
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Brazilian BPC consumers still shop primarily in-store, but there are opportunities to expand social and online shopping with unique and personalized experiences.
A Mintel Analyst, Global Analyst
Market Definitions
This Report analyzes the Beauty Retailing habits and attitudes of Brazilian consumers. For this study, 1,500 internet users aged 16+ were interviewed.
It covers the analysis of the following categories:
- Personal hygiene products (eg oral care, body soap)
- Haircare (eg shampoo, conditioner)
- Bodycare (eg body lotion, deodorant)
- Facial skincare (eg facial cream, lotion)
- Hair treatments (eg hair masks, scalp toner)
- Fine fragrances (eg eau de parfum, cologne)
- Nail products (eg nail polish, cuticle care)
- Makeup (eg foundation, eye makeup)
- Facial treatments (eg mask sheets, serums)
- Beauty accessories (eg makeup brushes, eyelash curler)
- Hair tools (eg styling tools)
Collapse All
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- Key Points
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EXECUTIVE SUMMARY
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- BPC items purchased by shopping channel
- Essential products top Brazilian purchases
- Graph 1: BPC products bought in the last 12 months, 2024
- From aisles to apps: in-store roots but digital wings for beauty trends
- Graph 2: BPC purchase by shopping channel, 2024
- Lookout for the downshift in essential care seekers
- Offer smart discounting strategies to drive loyalty
- Help consumers on the trading-down journey
- Maximizing benefits for premium beauty buys
- Graph 3: inflation behaviors – mostly online make up shoppers, 2024
- Reward brand loyalty and drive repeat purchase with long-term savings
- In-store retailers purchased
- Navigating mass market channels in tough times
- Graph 4: in-store retailers used to purchase BPC products, 2024
- Shoppers hold steady on essentials despite inflation
- Technology can be an ally when it comes to finding the best prices
- Unlocking pharma male BPC potential
- Graph 5: in-store retailers used to purchase BPC products, by gender and age, 2024
- Simplifying BPC routines for younger men
- Keeping things simple for men
- Men don’t want to spend time on a new routine
- Beyond mass: crafting experiences in specialty beauty retail
- Beauty brands are creating memorable offline experiences
- Online retailers purchased
- From clicks to connections: creating community-driven marketplaces
- Allow communities to gather online and off
- Brands can harness the power of reviews
- Brand & specialty e-retailers can elevate the digital beauty experience
- Graph 6: online BPC purchases, by SEL, 2024
- Elevating online beauty with personalized browsing
- Benefit explores digital shopping
- Maximize the growing power of social shopping
- Maximise the social media opportunity
- Growth in social commerce will impact beauty retailing
- Influencer-driven beauty era
- Retail drivers
- Brazilian consumers are looking for flexible payment options
- Flexibility underlines the main retail driver for BPC
- New PIX offerings can enhance affordability and convenience
- Provide busy online shoppers tools to make their lives easier
- Graph 7: online shopping benefits, 2024
- Fast shipping is a key driver for Gen Z
- Graph 8: fast shipping – 1st influence factor, 2024
- Meeting the needs of men and older generations
- Upgrading men’s BPC experiences
- Shopping behaviors
- Brazilians are keen to find the best value for money when purchasing BPC products
- Crafting omnichannel journeys for Black and Brown Shoppers
- Inclusive omnichannel for Black & Brown shoppers
- Areas of interest
- Affordable experimentation: driving trial for budget-conscious consumers
- Graph 9: areas of interest, by financial status, 2024
- Tiny treasures, big buzz!
- Sample at home, buy online
- Maximize savings by minimizing risk
- Affordable refill could encourage sustainable practices
- Personalized beauty solutions: an opportunity for brands
- Graph 10: BPC items purchased, by areas of interest, 2024
- Embrace individuality and innovation in beauty solutions
- Personalized hair consultation for Black and Brown consumers
- Focus on personalization and engagement to meet evolving expectations
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COMPANIES, BRANDS AND INNOVATION
- Companies and brands
- Natura restructures corporate framework and leadership
- MercadoLibre to invest $5.8 billion in Brazil 2025
- Natura expands bio-inputs use and investment in research
- L’Oréal Luxo’s antiracism initiative in Brazil
- Unilever AI-driven content with digital twins
- Launches and marketing campaigns
- Beautybox – O Boticário’s Unified Loyalty Hub
- Vic Beauté creating offline experiences to meet digital community
- O Boticário’s “Her Touch” dive into female pleasure
- Gloss & Grill: Mari Maria x Burger King
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THE MARKET
- Inflation and purchasing power
- Global macroeconomic environment can impact the wallets of local consumers
- ANVISA’s new raw-material regulation list
- Marketplaces regulations are enhancing transparency
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APPENDIX – DEFINITION, METHODOLOGY, AND ABBREVIATIONS
- Report definition
- Methodology
- Abbreviations
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