The ongoing impact of the pandemic in Brazil exacerbated the already vulnerable scenario caused by the economic crisis of 2015-2016 that challenged the country. Weak macroeconomic indicators led to high unemployment rates and loss of purchasing power that resulted in a more conservative approach to consumer spending.
The local appreciation for fragrances meant that the category retained the highest value share in Brazilian mass beauty and personal care in 2021. Brazil is the second largest global market for fragrances, mostly concentrated in mass offers that represented more than 90% of sales at the end of the review period.
The official inflation rate calculated by the Brazilian Institute for Geography and Statistics reached the highest level in recent years, with an approximate 10% increase. Apart from categories where imported products account for a high share (and currency devaluation imposes further challenges), locally-manufactured products in general experienced lower price adjustments, and were not proportional to the rise in the supply chain and logistics costs.
As of 2023, after the turbulence of the presidential elections subsides, the Brazilian economy is expected to recover more of its potential dynamic. The normalisation of the services sector offers a more stable outlook with the continuation of mass vaccination efforts.
Considering that more than 60 million Brazilians directly benefited from the government’s emergency aid between 2020 and 2021, a large proportion of the country’s population faces severe limitations in terms of consumption with this aid restricted. According to Euromonitor International’s Model of Income and Wealth Distribution, Brazilian adults that belong to the bottom of the pyramid (those with annual income up to USD10,000) represent more than 80% of the population.
One of the most important distribution channels for Brazilian beauty and personal care, direct selling, is experiencing intensifying competition. An increasing number of beauty players, such as L'Occitane Brasil SA, are making investments in this space and recruiting sales agents (locally known as “consultoras”).
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care 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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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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