This report looks at the following areas:
- Defining clean beauty: which attributes are important for differentiating these products among Brazilian consumers?
- Perception toward clean beauty attributes: understanding the motivations behind valuing these attributes.
- Purchase of clean beauty and personal care products and priority categories to buy clean.
- Pillars of trust: analysis of the characteristics that generate the highest level of trust in clean beauty brands.
- Where to buy clean: analysis of physical and online retail channels used to buy clean beauty products.
- Attitudes and behaviors toward clean beauty.
The clean beauty category is consistently growing, aligning with the Brazilian consumer interest in products that are safe for their health and the planet.
Amanda Caridad, Senior Analyst Beauty and Personal Care – Latam
Market Definitions
This Report examines the consumption behaviors and perceptions of beauty and personal care products labeled as clean among Brazilians, along with their attitudes and behaviors towards this market segment.
The term clean beauty is already widely used in the Brazilian market, but its meaning can vary between brands and retailers. This Report analyzes how Brazilian consumers define “clean beauty.”
All beauty and personal care categories are covered, including:
- Personal hygiene (eg oral care, body cleansing)
- Haircare products
- Skincare products (face and body)
- Sun protection
- Color cosmetics
- Shaving products
- Fragrances.
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Executive Summary
- What you need to know
- What consumers want and why
- Forecast for the clean beauty category
- Challenges
- High price hinder access to clean beauty products
- Concern about greenwashing increases demand for transparency
- Environmental impact of clean consumption put to the test
- Opportunities
- Generation Alpha shows greater concern for the environment
- Beauty with purpose must promote the inclusion of marginalized groups
- Pharmacies and small specialty beauty retailers stand out
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The Consumer
- Category overview
- New attributes are highlighted to differentiate clean beauty products
- Graph 1: defining clean beauty, 2024
- Haircare and personal hygiene stand out as the most purchased clean beauty categories
- Graph 2: purchase of clean BPC, 2024
- Physical retail is relevant to the expansion of clean beauty
- Graph 3: where to purchase “clean,” 2024
- Brazilians have mixed views about clean products and brands
- Brazilians have high expectations, and brands must demonstrate their uniqueness through solid and transparent initiatives
- Perception toward clean beauty attributes
- Women tend to have more expressive perceptions of positive attributes that are beneficial for the planet
- Graph 4: perception towards clean beauty attributes – “good for the planet,” by gender, 2024
- Clean formulas can make a positive contribution to protecting the environment
- Perceptions of vegan and cruelty-free beauty differ between young and old
- Graph 5: perception towards clean beauty attributes – selected items, by age group, 2024
- Valuing cruelty-free and vegan products is based on the search for health, animal welfare and sustainability
- For younger consumers: third-party validation adds a seal of trust
- For older consumers: solid sustainability initiatives
- Parents of Generation Alpha provide insights into their children’s behavior in relation to the environment
- Graph 6: perception towards clean beauty attributes – “good for the planet,” by children living in the household, 2024
- Generation Alpha stands out for its greater awareness of environmental protection
- Brands targeting Generation Alpha emphasize formulas with a positive environmental impact
- Purchase of clean BPC and priority categories to buy clean
- Women tend to use clean haircare products more frequently
- Graph 7: purchase of clean BPC, by gender, 2024
- Graph 8: priority categories to buy clean – any rank, by gender, 2024
- Growing number of haircare products with eco-friendly packaging in Brazil
- Graph 9: haircare product launches by top 5 claims, 2019-2023
- Brazilian brands are addressing the demand for eco-friendly packaging with a positive impact on the environment
- Clean personal hygiene products stand out among men aged over 35
- Graph 10: purchase of clean BPC, by gender and age group, 2024
- Natural formulas with recognizable ingredients can provide greater confidence
- Taking a stance on social issues is important for historically marginalized groups
- The LGBTQ+ community represents an important audience for clean makeup brands
- Graph 11: purchase of clean BPC, by LGBTQ+ identity, 2024
- Supporting the rights and respect for the LGBTQ+ community
- Brazilians aged 45-64 value sunscreens with health-safe formulas
- Graph 12: priority categories to buy clean – any rank, by age group, 2024
- Concerns about the health risks of oxybenzone create an opportunity for inorganic filters
- Brazil's new wave of physical filter sunscreens
- Pillars of trust
- Clinical evidence enhances the value and safety of products for men aged over 35
- Graph 13: “I trust beauty and personal care brands that have clinical studies to prove effectiveness,” by gender and age group, 2024
- Clean formulas endorsed by science gain prominence
- Clear and straightforward information on products' effectiveness
- Transparency on sustainability goals is a determining factor for Brazilians aged 55+
- Graph 14: “I trust beauty and personal care brands that have strong sustainability initiatives in place,” by age group, 2024
- Disclosure of sustainability targets can ensure more trust
- Technology can help share sustainability data in real time
- Certifications are especially valued by AB consumers
- Graph 15: “I trust beauty and personal care brands that are verified by third party,” by socioeconomic group, 2024
- Seals and certifications capture AB consumers' attention
- Where to purchase clean
- Pharmacies and small specialty beauty retailers stand out in some regions
- Graph 16: where to purchase “clean,” by region, 2024
- Brazilians aged 45+ are the ones who use pharmacies and drugstores the most
- Graph 17: where to purchase clean – selected item, by age group, 2024
- Men aged 25-34 are more likely to buy clean products in supermarkets and brand physical stores
- Graph 18: where to purchase clean – selected items, by gender and age group, 2024
- Sephora’s presence threatened by small specialty beauty retailer
- Graph 19: where to purchase clean – selected items, 2024
- Clean beauty can benefit from the accessibility of small specialty beauty retailers
- Attitudes and behaviors towards clean beauty
- Price is still a major barrier to accessing clean beauty products
- Safer formulas for health and the planet compensate for the higher price of clean products…
- Graph 20: attitudes and behaviors toward clean – “It’s worth paying more for a clean product/brand than a standard one,” by gender and age group, 2024
- …but high cost can impact consumers
- Concern about greenwashing increases demand for transparency
- Baby Boomers are more concerned about greenwashing
- Graph 21: “It’s difficult to know if a beauty or personal care brand is overstating how sustainable or ethical it is,” by generation, 2024
- Brazilian brands win international recognition for the superior quality of their products
- Students doubt the environmental impact of clean products
- Graph 22: “Using clean beauty or personal care products has little impact on the environment,” by student situation, 2024
- Calculating environmental footprint can raise students' awareness of their individual responsibility
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Key Players
- Companies and brands
- AmoKarité raises R$1 million in seed round to expand its operations in Brazil
- Quintal Dermocosméticos joins Herbarium’s business ecosystem
- Clean Beauty Acceleration Hub celebrates growth
- Beleza na Web includes clean beauty curation for conscious consumers
- Launches and innovations
- Feito Brasil presents new line with jambu
- Adcos Group launches clean beauty brand Elbo
- With [R]EVOLUTION, Simple Organic offers clean beauty on a large scale
- Sem Rótulo is a new brand that emphasizes high-performance formulas
- Bemgloria is a new vegan brand led by actress Glória Pires
- Abanu is a new brand that embraces resources Brazil’s biodiversity
- Olera is a new Brazilian biotechnology brand that presents nature’s most potent antioxidant
- Marketing campaigns and actions
- B.O.B. launches its first major institutional campaign
- Refillable packaging is a step toward minimizing environmental impact
- Clean makeup with an indulgent ‘flavor’
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The Market
- Unemployment falls to 6.9% in the quarter ending in June 2024
- Graph 23: unemployment rate, January 2023 to June 2024
- Inflation rises 0.38% in July and the IPCA index reaches target ceiling
- Graph 24: IPCA inflation index, monthly variation, July 2023 to July 2024
- Eco-friendly packaging and cruelty-free products drive growth in ethical and sustainable launches in Brazil
- Graph 25: beauty and personal care product launches by top five “ethical” claims, 2019-23
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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