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
-
- Key Points
-
EXECUTIVE SUMMARY
- What consumers want and why
- Challenges
- Opportunities
-
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
-
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
-
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
-
APPENDIX – DEFINITION, METHODOLOGY, AND ABBREVIATIONS
- Report definition
- Methodology
- Abbreviations
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 1,495 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
