Colour cosmetics in Brazil had been experiencing fluctuating growth rates over the review period due to trading down to the mass segment and the search for more affordable brands, as well as aggressive promotions and discounts offered by brands to address competition. An altogether worse scenario for the category emerged in 2020 due to the pandemic, as social isolation measures were enforced for longer than expected and ended in a severe economic crisis.
In 2020, the reduction in income levels meant that mass colour cosmetics was more resilient than premium products, since the uncertain environment discouraged investment in more expensive products by the average consumer. The entry of smaller brands offering products with reasonable quality at affordable unit prices gained ground within this context.
Physical stores suffered in the context of the pandemic, as they remained closed for several months during 2020, or were forced to open under strict conditions, such as limited operating hours and reduced in-store capacity, especially outlets located in shopping centres. Nevertheless, health and beauty specialists continued to hold the highest value share in terms in terms of distributing colour cosmetics in Brazil, with this channel remaining essential in brand strategies as they continued to invest in training sales promoters.
While 2020 and 2021 witnessed reduced sales activity for colour cosmetics, 2022 is predicted to be more positive in terms of demand. In fact, the overall outlook for the forecast period is positive but retail volume and value sales (at constant 2021 prices) are likely to remain below pre-pandemic levels due to falling incomes and lower levels of consumer confidence, limiting a full recovery.
Technology has increasingly contributed to expanding consumer reach. The increasing demand for personalisation has encouraged brands to pursue innovations that allow the development of apps and even technological tools capable of diagnosing specific conditions to be addressed by products specifically formulated for each consumer.
Brazilians are starting to search for brands that share their vision of the world. In this way, the positioning of the brand has become an important point of conviction.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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