Brazil Clean Beauty Market Report 2022

Overview

• What you need to know
• Key issues covered in this Report
• Definition

Executive Summary

• Market overview
• Analyst outlook
  • Figure 1: Analyst outlook for the clean beauty category, 2022
• Challenges
• Baby Boomers are target audience to expand the supply of toxin-free sunscreens
• Promoting equality is important for the beauty industry to be more inclusive
• DE consumers represent potential little explored by clean beauty brands
• Opportunities
• Scientific evidence may represent a differential for men aged 25-34
• Concern about plastic drives the development of eco-friendly packaging
• Through localism, brands can celebrate culture and ancestral use of ingredients

Market Drivers

• Brazil’s economic instability may hinder the clean beauty movement expansion
• Conflict in Ukraine affects the cosmetics industry production chain
• Anvisa updates standards that apply to manufacturers of toiletries, perfumery and cosmetics

Key Players

• Companies and brands
• Feito Brazil reaffirms its 100% Brazilian DNA with its first physical store
  • Figure 2: Feito Brasil launches its first physical store in São Paulo
• Lubrizol and Suzano announce global partnership for the production of sustainable ingredients
• Simple Organic is the first clean beauty brand to take part in the Lollapalooza music festival
  • Figure 3: Simple Organic store at Lollapalooza brought together the brand’s influencers
• Holistix and Simple Organic perform their first beauty collab inspired by Chinese medicine
  • Figure 4: Simple Organic and Holistix in their first collaboration
• BASF launches Cetiol SoftFeel, a sustainable alternative to petrolatum
• L’Occitane presents new market positioning based on sustainability
  • Figure 5: Cultivators of Change – L’Occitane en Provence, 2022
• L’Oréal Brazil leads movement for better pay with the UN
  • Figure 6: L’Oréal Brazil reinforces its commitment to social transformation
• Physalis takes part in the SPFW 2021, connecting fashion, beauty and sustainability
  • Figure 7: Physalis had an instagrammable space in the SPFW 2021
• Sephora brings Drunk Elephant to Brazil
  • Figure 8: Sephora Brazil announces the arrival of Drunk Elephant
• Case study
• Wella Company acquires Briogeo, the world’s fastest growing clean haircare brand
  • Figure 9: Briogeo, a clean company headed by Nancy Twine
• L’Occitane announces acquisition of Grown Alchemist to become the world’s largest multi-brand group
  • Figure 10: Grown Alchemist is led by the brothers Jeremy and Keston Muijs
• After acquisition by Hypera Pharma, Simple Organic celebrates internationalization
  • Figure 11: Simple Organic celebrates expansion to the North American market

Defining Clean

• Professional endorsement is important for brands to ensure the safety of natural ingredients
  • Figure 12: Defining clean, by socioeconomic group, 2022
• • Figure 13: Collab Bioart + Dermagreen – Brazil, 2022
  • Figure 14: Bioart and Dermagreen announce Dermo Detox
• Clean beauty brands can attract pet owners by communicating cruelty-free formulas
  • Figure 15: Defining clean, by pet ownership, 2022
• • Figure 16: Vizzela Cosméticos
  • Figure 17: Dog Lovers and Cat Lovers collections
• • Figure 18: Lia Camargo using Cat Lovers products
• Scientific evidence may represent a differential for men aged 25-34
  • Figure 19: Defining clean, by gender and age group, 2022
• • Figure 20: Beauty and personal care clean products developed by scientists

Clean Beauty Product Usage

• Haircare products for under-threes must highlight certifications clearly
  • Figure 21: Clean beauty product usage, by children living in the household, 2022
• • Figure 22: Haircare products for babies with clean formulas
• Beauty with purpose is a new attribute valued by consumers in body care products
  • Figure 23: Clean beauty product usage, by work and study status, 2022
• • Figure 24: Kopari Village residents in the Philippines
  • Figure 25: Kopari shares “give back” spotlight on visit to the Philippines
• • Figure 26: Think Goodness A Random Act of Goodness
• Baby Boomers are target audience to expand the supply of toxin-free sunscreens
  • Figure 27: Clean beauty product usage, by generation, 2022
• • Figure 28: Mineral sunscreens free from oxybenzone

Important Factors for an Ethical BPC Brand or Product

• Business practices are an important attribute to evaluate ethical positioning
  • Figure 29: Important factors for an ethical BPC brand or product, by age group, 2022
• • Figure 30: Examples of brands that practice fair trade
• Promoting equality is important for the beauty industry to be more inclusive
  • Figure 31: Important factors for an ethical BPC brand or product, by gender and age group, 2022
• • Figure 32: Actress Joana Mocarzel, ambassador of Simple Organic
  • Figure 33: Good Skin by Topicals, January 2021
• Consumers are increasingly attentive to controversial or unethical practices
  • Figure 34: Important factors for an ethical BPC brand or product, by gender and age group, 2022
• • Figure 35: Think Dirty app
• • Figure 36: Executive from Estée Lauder is accused of racism on Instagram

Important Factors for a Sustainable BPC Brand or Product

• Perception of environmental impact is an important factor for brands to attest to their sustainable profile
  • Figure 37: Important factors for a sustainable BPC brand or product, by gender and age, 2022
• • Figure 38: Products that stand out for their eco-friendly profile
• Concern about plastic drives the development of eco-friendly packaging
  • Figure 39: Important factors for a sustainable BPC brand or product, by work status, 2022
• • Figure 40: Carbios and Biotherm feature new recyclable packaging – 2021
  • Figure 41: Nivea Ecorefill Hand Soap Starter Kit
• • Figure 42: Dove Body Wash Concentrate
  • Figure 43: Boti Recicla initiative encourages consumers to dispose cosmetic packaging responsibly
• Upcycle can boost sustainable profile through the use of recycled ingredients
  • Figure 44: Important factors for a sustainable BPC brand or product, by socioeconomic group, 2022
• • Figure 45: Products that use ingredients that would be discarded

Ethical and Sustainable BPC Behaviors

• Minimalist and sustainability-oriented habits expand innovations in reusable packaging
  • Figure 46: Ethical and sustainable BPC behaviours, by work status, 2022
• • Figure 47: MOB Beauty reusable packaging
  • Figure 48: MOB Beauty teaches consumers to dispose packaging correctly, 2021
• Through localism, brands can celebrate culture and ancestral use of actives
  • Figure 49: Ethical and sustainable BPC behaviors, by work and study status, 2022
• • Figure 50: Éccora presents the benefits of golden berry, 2022
  • Figure 51: Éccora offers products formulated with golden berry
• • Figure 52: Nopalera offers products formulated with botanical extracts grown in Mexico
• Retailers must be clearer about the criteria that determine whether a brand or product is clean
  • Figure 53: Ethical and sustainable BPC behaviors, by clean beauty product usage, 2022
• • Figure 54: Sephora and Credo have created their own seals to evaluate clean beauty products

Barriers to Purchasing Clean Beauty

• Clean beauty evolves in Brazil as brands invest in communication and expand to physical retail
  • Figure 55: Barriers to purchase clean beauty, 2022
• • Figure 56: Simple Organic and Sallve sell products in physical stores and drugstores
  • Figure 57: Creamy debuts in physical retail selling products at the Drogaria Iguatemi drugstore

Motivators to Purchase Clean Beauty

• Brands can emphasize the safety of their formulas in educational packaging and labels
  • Figure 58: Motivators to purchase clean beauty, by age group, 2022
• • Figure 59: Ingredients Wellness reinforces the transparency and safety of its formulas
  • Figure 60: Hair Food ensures safety through labels with detailed information about ingredients
• • Figure 61: Love Beauty and Planet and Garnier provide information about ingredients on their packaging
• Interest in zero-carbon products reveals concern over the climate crisis
  • Figure 62: Motivators to purchase clean beauty, by clean beauty product usage, 2022
• • Figure 63: Nivea offers climate-neutral products

Attitudes toward Clean Beauty

• Clarity in relation to ethical and sustainable seals is an important step in gaining consumer confidence
  • Figure 64: Attitudes toward clean beauty, by gender and age, 2022
• • Figure 65: Garnier product evaluation system
  • Figure 66: Herbal Essences shampoos are certified and approved by EWG Verified
• • Figure 67: Revlon Facial Primer is certified and approved by EWG Verified
• Biotechnology can be an ally in the development of sustainable, top-performing synthetic ingredients
  • Figure 68: Attitudes towards clean beauty, 2022
• • Figure 69: Biossance provides biotech squalane
• • Figure 70: MAKE Beauty develops products with a biotechnological approach
• DE consumers represent potential little explored by clean beauty brands
  • Figure 71: Attitudes towards clean beauty, by socioeconomic group, 2022
• • Figure 72: Vegan by Needs answers doubts from customers
• • Figure 73: Private label clean beauty products with economical positioning

Appendix – Abbreviations