“72% of Brazilians say they will never give up buying cosmetics, 12 points more than American consumers,” comments NielsenIQ.

This loyalty is accompanied by high expectations in terms of inclusiveness. With over 55% of the population claiming to be black or mixed-race, it is imperative that brands offer ranges adapted to the diversity of skin tones and hair types.
“For Brazilian consumers, inclusivity is no longer a marketing argument, it has become a requirement.”

The omnichannel era

While traditional points of sale retain their place, the door-to-door model remains an effective lever, offering personalized service and proximity. E-commerce is exploding and is the strongest channel. It is three times more dynamic than physical distribution. “Today, to succeed in Brazil, it is essential to adopt a strong omnichannel strategy,” warns NielsenIQ.

Effectiveness, always effectiveness!

Brazilian consumers demand high-performance yet affordable skincare products. The Principia brand, for example, is making a name for itself with its expertly formulated products at affordable prices.
In 2024, certain categories were particularly successful. “Hair care oils (+68%) and lip care products (+47%) are experiencing strong momentum,” says Nielsen IQ.
Star ingredients, such as glycolic acid in hair care and prebiotics …