Report Summary
This report looks at the following areas:
- How natural hair texture and scalp types influence Brazilians’ consumer behavior
- The most common concerns Brazilians have about their hair or scalp
- Haircare products usage
- Preferences in haircare products
- Attitudes towards hair/scalp care
- Professional hair services at a salon/barber
- Attitudes towards salons/barbers
Health concerns drive the demand for products that offer scalp benefits and meet individual consumer needs.
Amanda Caridad, Senior Analyst Beauty and Personal Care – Latam
Market Definitions
This Report analyzes Brazilians’ habits, attitudes and behaviors regarding haircare products. It covers hair types and textures, considering the international nomenclature 1 234 ABC, as well as scalp types. This year, the study includes an analysis of professional hair services carried out in salons and/or barbershops and Brazilians’ attitudes toward haircare in these establishments.
This Report includes the analysis of the following product categories:
- shampoos and conditioners, including solid formats
- hair treatments, including leave-in conditioner, hair mask and hair oil
- scalp treatments, including toner and serums
- hair dye (ie for at-home application)
- hair-styling products
Table of Contents
-
Executive Summary
- What you need to know
- What consumers want and why
- Market predictions
- Challenges
- Brazilians with unhealthy lifestyles experience most from hair loss
- Aging hair requires specific approaches for men and women
- Brazil sees a slowdown in the release of new vegan haircare products
- Opportunities
- Hair supplements can support women’s hormonal health
- Hair straightening boosts demand for treatments for severe chemical damage
- Professional brands find a prime opportunity to expand into at-home use
-
The Consumer
- Category overview
- Brazil’s market thrives on diverse hair textures
- Dandruff and hair loss are the biggest concerns
- Graph 1: hair/scalp concerns, 2024
- Shampoo, conditioner and masks are still essential products
- Graph 2: haircare products usage, 2023-24
- Fluctuations in consumption indicate emerging needs among Brazilians
- Professional haircare market steps into the spotlight
- Graph 3: professional hair services at a salon/barber, 2024
- Hair/scalp concerns
- Similar to dandruff, buildup is a worrying condition for younger men
- Graph 4: hair/scalp concerns – selected item, by gender and age group, 2024
- Purifying shampoos highlight the advantage of buildup removal
- Brazilians with unhealthy lifestyles suffer most from hair loss
- Graph 5: hair/scalp concerns – selected item, by self-evaluation of physical health, 2024
- In addition to mental health, it is important to discuss how physical wellbeing affects hair appearance
- Nourish hair from the inside out
- Topical treatments can improve results
- Men and women perceive hair aging differently
- Hair undergoes significant changes as it ages
- For men: solutions focused on treating baldness
- For women: solutions to improve hair density and appearance
- Haircare products usage
- Curly-haired consumers lead in buying hair treatments and styling products
- Graph 6: haircare products usage – selected items, by hair texture, 2024
- Anti-frizz and moisturization are valuable benefits for curls’ definition
- Styling products have a promising market among LGBTQ+ Brazilians
- As the largest users of hair extensions, LGBTQ+ Brazilians represent the primary market for styling products
- Graph 7: haircare products usage – selected item, by LGBTQ+ identity, 2024
- More than styling, produtcs should protect hair with extensions from damage
- Baby Boomers are turning to at-home hair dyes to save on salon costs
- Graph 8: haircare products usage – selected item, by generation, 2024
- Baby Boomers seek long-lasting and great coverage of white hair
- Preferences in haircare products
- Younger women especially value salon-quality results
- Graph 9: preferences in haircare products – selected item, by gender and age group, 2024
- After aggressive treatments, use of high-performance products at home
- Achieve salon-fresh hair between chemical treatments
- Leave-ins can enhance penetration by addressing specific issues on the hair or scalp
- Graph 10: preferences in haircare products – selected item, by haircare products usage, 2024
- Tame frizz and heal split ends with leave-ins
- Younger women prioritize ethical haircare
- Ethical credentials are most valued by women aged 16-34
- Graph 11: preferences in haircare products – selected item, by gender and age group, 2024
- Brazil’s market for vegan products stagnates despite its potential
- Graph 12: launches of haircare products with “Ethical – Animal” claim, 2018-23
- Seals and certifications can confuse consumers
- Attitudes toward hair/scalp care
- Brazilians embrace scalp care
- ‘Skinification’ takes inspiration from skincare to promote healthy hair growth
- Graph 13: launches of haircare products that mention “scalp,” 2018-23
- Additional scalp benefits add value to haircare products
- Hair supplements can support women’s hormonal health
- Graph 14: attitudes toward hair/scalp care – selected items, by gender and age group, 2024
- Customized supplements tailored to support women’s hormonal journey
- Mothers demonstrate keen awareness of how mental health can affect the appearance of their hair
- Mothers are more aware of mental health impacts on hair appearance
- Graph 15: attitudes toward hair/scalp care – selected item, by gender and parental status, 2024
- Stress-related hair loss has become more evident since the COVID-19 pandemic
- Neurocosmetic ingredients enhance wellbeing by providing clinically proven results
- Neurocosmetics inspires the creation of products with an innovative approach to combating hair loss
- Affluent Brazilians seek professionals to solve hair and scalp conditions
- Graph 16: attitudes toward hair/scalp care – selected item, by socioeconomic group, 2024
- Expert endorsements elevate specialized hair care products
- Professional hair services at a salon/barber
- Express beauty services attract hybrid job Brazilians
- Graph 17: professional hair services at a salon/barber – selected items, “have done in the past six months and will do again in the next six months,” by working situation, 2024
- Express beauty adds practicality to the routine of Brazilians with busy lifestyles
- Haircuts are the most popular professional service for men in general
- Graph 18: professional hair services at a salon/barber – “have done in the past six months,” by gender, 2024
- Younger men stand out when it comes to hair styling and coloring
- Graph 19: professional hair services at a salon/barber – selected items, “have done,” by gender and age group, 2024
- Damage repair is a feature that can be explored in hair masks and oils for men
- Hair straightening remains a popular chemical procedure among consumers with wavy and coily hair
- Professionals should make sure to inform consumers about the potential risks of hair straightening
- Bond repair remains a relevant technology for treating chemically damaged hair
- Artificial hair reigns supreme for coily-haired consumers
- Graph 20: professional hair services at a salon/barber – “artificial hair,” by hair texture, 2024
- The use of specific treatments can help prevent traction alopecia
- Attitudes toward salons/barbers
- Salons and barber shops can invest in relaxing experiences
- Relaxing experiences appeal to men
- Graph 21: attitudes toward salons/barber, by gender, 2024
- Salons and barber shops can explore the emotional benefits of haircare
- In a context of greater financial stress, professional brands find opportunities to expand
- Movement of professional brands offering products for at-home use continues to grow
-
Key Players
- Companies and brands
- Companies share context of difficulties and investments in Brazil
- Brazilian companies stand out in Brazil and aim to expand into other markets
- Novex announces first rebranding after more than 30 years on the market
- Launches and innovations
- Negra Rosa innovates by adopting the concept of Brazilian multicurvatures in its first haircare line
- Sallve and Creamy enter the haircare category
- Brands bring exclusive technologies to repair damage
- Brands invest in styling products for textured and damaged hair
- Marketing campaigns and actions
- Kérastase and Amazon team up for cutting-edge haircare diagnostic service
- Boticário Group does large activation in Carnival 2024
- Dove unites influencers to showcase the benefits of its new treatment mask
- Seda reaffirms its mission to promote self-esteem and value Brazilian diversity
- Salon Line exalts Brazilian plurality
-
The Market
- Macroeconomic indicators reflect a scenario of instability
- Preliminary official inflation rises 0.39% in June
- Graph 22: 12-month accumulated IPCA-15 (%)
- Professional beauty sector thrives amid surging demand for beauty and wellbeing
-
Appendix – market size and market share
- Market size
- Market share
-
Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Portuguese Version Available
Mintel’s Brazil consumer reports are also available in Portuguese, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Portuguese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
