This report looks at the following areas:
- Individual makeup skill
- Use of face makeup
- Benefits sought in makeup products
- Behaviors toward makeup
- Nail care habits
- Nail care services done in the past year
- Use of nail products
- Attitudes toward nail care
Color cosmetics are regaining their place in Brazilian consumers’ routines, alongside the adoption of a natural aesthetic and a focus on skincare.
Amanda Caridad, Senior Analyst Beauty and Personal Care – Latam
Market Definitions
This Report explores the habits, routines and behaviors of Brazilian consumers concerning makeup and nail polish. It includes an analysis of how Brazilians use makeup and nail care products, as well as an examination of the professional nail care services they frequently utilize.
The following subcategories were analyzed:
- Face makeup (including foundation, concealer, powder, primer, highlighter, bronzer and blush)
- Lip makeup (including lipstick, balm, gloss and lip primer)
- Eye makeup (including eyeliner, eyeshadow, mascara, eyebrow products and eye primer)
- Nail polishes and nail care products.
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Executive Summary
- What consumers want and why
- Market predictions
- Challenges
- Opportunities
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THE CONSUMER
- Category overview
- Many Brazilians have basic makeup skills
- Graph 1: individual makeup skill, 2024
- Younger men and women are more experienced with self-makeup
- Graph 2: individual makeup skill, by gender and age group, 2024
- AB and C1C2 classes have more advanced concepts related to makeup
- Graph 3: individual makeup skill, by socioeconomic group, 2024
- Use of facial makeup is more diversified as consumers have more skills
- Graph 4: individual makeup skill, by use of face makeup, 2024
- Consumers with more skills have more diversified usage of eye and lip makeup products
- Graph 5: individual makeup skill, by use of other makeup products, 2024
- Brands find opportunities among more and less skilled consumers
- Most Brazilians do their nails by themselves at home
- Graph 6: nail care habits, 2024
- Doing nails at home can be economical and relaxing
- Use of face makeup
- Younger Millennials lead the use of facial makeup
- Graph 7: use of face makeup, by age group, 2024
- Search for convenience and savings opens space for multipurpose products
- Help consumers optimize their makeup routines
- Use of foundation among black people is hindered by a lack of representation
- Graph 8: use of face makeup – foundation, by race/ethnicity, 2024
- More than a social issue, racism limits access to cosmetic products
- DE consumers have reduced usage of foundation and concealer
- Graph 9: use of face makeup – selected items, by socioeconomic group, 2024
- Search for naturalness and savings represent an opportunity for multifunctional products
- Highlighter/illuminator is an indispensable item for Gen Zs
- Graph 10: use of face makeup – highlighter/illuminator, by generation, 2024
- Glazed skin drives the use of highlighters among Gen Zs
- Help Gen Zs achieve the desired glow effortlessly
- Bronzer helps younger men achieve a natural tan
- Graph 11: use face makeup – bronzer, by gender and age group, 2024
- Bronzer is a new sub-category to be explored among the male audience
- Use of other makeup products
- Lipstick shows high penetration among all socioeconomic groups
- Graph 12: use of other makeup products – lipstick, by socioeconomic group, 2024
- Segmented strategies that consider consumers’ purchasing power
- Lipstick is essential for mature women, while younger women seek products with a natural finish
- Graph 13: usage of other makeup products – lip makeup, by gender and age group, 2024
- For women over 35: high coverage combined with lip care
- For women aged 16-34: natural finish and healthy appearance
- Eye makeup has near universal use among younger women
- Graph 14: usage of other makeup products – eye makeup, by gender and age group, 2024
- Help young women highlight their eyes, from everyday to special occasions
- Benefits sought in makeup products
- Consumers want high durability and practicality
- Graph 15: benefits sought in makeup products, 2024
- Facial makeup: high durability without sacrificing comfort and naturalness
- Vic Beauté simplifies makeup routines with multi-use brushes
- Lip makeup: even and error-proof application
- Eye makeup: ensure bold looks with easy application
- Gentle formulas are a differentiator for mature skin
- Graph 16: benefits sought in makeup products – gentle formula, by age group, 2024
- Brands must expand the offer of specific products for sensitive skin
- Behaviors toward makeup
- Makeup as an extension of the facial skincare routine
- Offer high-performance and low-maintenance formulas
- Facial care brands can benefit from consumers’ concerns about excessive use of makeup
- Young men represent a strategic audience for influencer-led brands
- Graph 17: behaviors toward makeup – selected item, by gender and age group, 2024
- Search for ‘dupes’ on social media can boost interest in brands led by influencers
- AB consumers prioritize eyebrow products and services
- Graph 18: behaviors toward makeup – selected item, by socioeconomic group, 2024
- Error-proof professional results
- Nail care habits
- Young women are the most likely to do their nails at home
- Graph 19: nail care habits – selected item, by gender and age group, 2024
- Doing nails can be a self-care activity
- AB consumers are the most likely to get nails done by professionals, either in salons or at home
- Graph 20: nail care habits – selected items, by socioeconomic group, 2024
- With more flexible routines, Brazilians working hybrid schedules form an important audience for professional home services
- Graph 21: nail care habits – selected item, by employment situation and remote work status, 2024
- Home and express services can bring more practicality to the routine of Brazilians with hybrid work models
- Younger men are more likely to have their nails done at home by a professional
- Graph 22: nail care habits – selected item, by gender and age group, 2024
- Younger men maintain traditional services but are also keen to have a bold look
- Graph 23: nail care services done in the past year, by gender and age group, 2024
- Nail care services done in the past year
- Older women keep it more basic, while younger women adopt advanced techniques
- Graph 24: nail care services done in the past year, by gender and age group, 2024
- Durability and attention to trends are relevant for younger women…
- …while women aged 35+ seek naturalness
- Mothers have a higher interest in services that provide greater durability
- Graph 25: nail care services done in the past year – selected items, by parental status and gender, 2024
- Gel effect meets the demand for greater durability
- New techniques combine durability and natural nail care
- Black consumers are the most likely to do artificial nails with a professional
- Graph 26: nail care services done in the past year – selected items, by race/ethnicity, 2024
- Artificial nails are the rescue of African ancestral culture
- Different celebrities reaffirm the symbol of nails as part of their culture
- Simplify artificial nail maintenance routines
- Use of nail products
- Women are more likely to use nail products
- Graph 27: use of nail products, by gender, 2024
- Nail polishes should address the search for cleaner and safer formulas
- ‘Free from’ claim becomes increasingly relevant in the Brazilian market
- Consumers from Southeast are more likely to use a base coat
- Graph 28: use of nail products – selected item, by region, 2024
- Emphasize the importance of using a base coat in nail polishing
- Nail accessories are essential for younger men to maintain nail care at home
- Graph 29: usage of nail products – selected item, by gender and age group, 2024
- Help men take care of hands and feet properly
- Press-on nails can be a safer alternative for Gen-Alpha children
- Graph 30: use of nail products – selected item, by children living in the household, 2024
- Turning nail care into a fun and safe activity
- Attitudes toward nail care
- Women are interested in solutions to strengthen their nails
- Graph 31: attitudes toward nail care – selected item, by gender, 2024
- Color and treatment hybrid gain prominence
- Nail and cuticle treatments can contribute to nail health
- Brazilians alternate between natural nails in their daily lives and manicured nails on special occasions
- Nail cycling is a new trend in the routines of Brazilians who care about nail health
- Brazilians are interested in salon services to strengthen nails
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Key Players
- Companies and brands
- Amid a difficult year, Natura considers next steps with Avon
- Boticário Group announces multimillion investment for the expansion of its industrial and logistics operation
- WePink is experiencing rapid growth despite facing various controversies
- Vizzela celebrates five years and aims to expand into new categories
- M·A·C Cosmetics celebrates 40 years by revisiting iconic products and supporting social minorities
- Makeup brands led by influencers have been successful in Brazil
- Launches and innovations
- Dailus presents a robust nail care portfolio
- Impala introduces nail care innovations
- Risqué launches nail polish collection co-created with manicurists
- Colorama meets the desire for nude nails from consumers with different skin tones
- NIVEA launches Lip Oils for intense hydration and a shiny effect
- Boticário Group promotes inclusion with new articulated brushes
- Beleza na Web announces first makeup brand with Nah Cardoso
- Marketing campaigns and actions
- Makeup and nail polish brands create unusual partnerships
- Carmed launches limited editions of its lip balms with Bauducco and Burger King
- Eudora takes part in Mondepars’ first fashion show
- L’Oréal and Lancôme bring Cafeteria Idôle to São Paulo
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THE MARKET
- Inflation has risen 0.39% in November
- Graph 32: inflation rate, November 2023 to November 2024
- Unemployment reaches the lowest level in the historical series
- Graph 33: unemployment rate, Dec-Jan-Feb 2023 to Aug-Sep-Oct 2024
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Appendix – Market Size and Market Share
- Market size
- Market share
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
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