Brazil, the giant that begins to look at the world

As we announced last week, Next in Beauty analyzes the main beauty trends in the countries participating in the 2026 FIFA World Cup, the most global sporting event in history and, for the first time, the most geographically distributed as it will be held in three different countries. Following the thread of the Brazil-Morocco match, one of the matches that has generated the most conversation on social media according to Artificial Intelligence data, it is the turn of a power that is as much in the king sport as it is now beginning to be in the cosmetic industry: Brazil.A market that no longer admits comparisonsTalking about Brazil in the beauty sector is no longer talking about an emerging market. It is talking about the third largest beauty market in the world, with a weight in Latin America that surpasses any regional comparison: the sector represents 43.4% of the total Latin American market, according to Euromonitor data from 2024. To understand the magnitude of this figure, it should be added that the personal hygiene, perfumery and cosmetics industry represents close to 2% of the country's GDP, according to the Associação Brasileira da Indústria de Higiene Pessoal, Perfumaria e Cosméticos (ABIHPEC).The commitment of the Brazilian consumer to beauty is unparalleled. According to the NielsenIQ report, more than 70% of consumers in the country claim that they would never stop buying cosmetics, a figure that is 12 points higher than that of American consumers. And it is not just an emotional issue: Brazil also ranks fourth worldwide in innovation in beauty and personal care and is also one of the countries that launches the most new products per year. Exports of cosmetic ingredients reached 1.39 million dollars in 2025, with growth of more than 60% compared to the previous year, which confirms that Brazil no longer only consumes beauty, it also exports it.Employment, growth and future projectionThe beauty sector in Brazil is not just a cultural thermometer; it is also a first-rate economic engine. Currently, it generates close to 6.9 million jobs, a figure that grew by 1.4% in 2025 compared to the previous year, which is equivalent to more than 2,100 new jobs. And the prospects point even higher: the Brazilian beauty market is estimated to exceed 56.11 billion dollars in 2031, with a compound annual growth rate of 7.2% between 2026 and 2031, according to Mordor Intelligence projections.The dynamism of the market is also reflected in distribution channels. The direct sales model, the traditional door-to-door, where the seller goes to the customer's home or business, remains one of the most deeply rooted in Brazil. However, e-commerce is advancing at a rate three times faster than physical commerce, consolidating itself as the channel with the greatest growth potential for the coming years.Categories that dominate the market: hair, lips, and sunIn 2024, the categories that led growth in Brazil were oil hair treatments (+68%) and lip cosmetics (+47%). Both categories reflect the nature of a market that combines the demand for functional solutions with the sensory pleasure of the product.Regarding the ingredients that are gaining prominence, NielsenIQ highlights glycolic acid in hair care and prebiotics in skin care. Innovative formats are also gaining relevance: sticks in makeup and color cosmetics, sun protection products, and skin care are among the subcategories with the greatest expansion. The increase in awareness about sun damage, a result of greater education on skin health in a country with high sun exposure, is also driving the demand for anti-aging and photoprotective products.B-Beauty: body care as a philosophy of lifeIf K-Beauty focused on the facial ritual, the movement that is now redefining global trends was born on the shores of the South Atlantic. B-Beauty, or Brazilian Beauty, has been brewing on social media for years, but in 2026 it has already been recognized by international media such as Marie Claire as a phenomenon of real scope, especially in the body care category.The explanation is both climatic and cultural. In Brazil, high temperatures and an outdoor-oriented lifestyle make the body the main protagonist of beauty routines. Some consumers shower more than twice a day, and far from turning it into an obligation, they have transformed that moment into a wellness ritual. Brazilians have adopted the Korean model of multistep routines, with one essential difference: while K-Beauty idealizes facial care, B-Beauty focuses on the body. And it does so with an added dimension: its practitioners affirm that these body care routines contribute positively to their mental health.This context also explains the rise of categories such as body fragrances and hydrating mists, two of the big beneficiaries of the B-Beauty phenomenon globally.Body Mist NaturaThe Amazon rainforest ingredients that drive the Brazilian marketOne of the most unique elements of Brazilian cosmetics is its connection to Amazonian biodiversity. Ingredients from the rainforest are at the heart of B-Beauty's value proposition and are beginning to attract the interest of formulators and brands in Europe and Asia.Murumuru butter, extracted from an Amazonian palm tree, is a vegetable fat rich in fatty acids with an exceptional ability to hydrate dry or cracked skin and restore the skin barrier without clogging pores. Its use in hair cosmetics is also on the rise. Brazil nut oil (or castanha oil) is another of the region's great active ingredients: a powerful antioxidant with high levels of selenium and vitamin E, it combats premature aging and enhances deep hydration. And although not exclusive to Brazil, shea butter also occupies a prominent place in the formulations of the country's brands, especially in hair and body products.These ingredients not only connect with local consumers; they perfectly respond to global demands for more natural, effective, and verifiable origin cosmetics.Inclusivity, diversity, and the brands leading the changeBrazil is a country of extraordinary ethnic and phenotypic diversity, and its beauty sector reflects this. The demand for more inclusive products in terms of skin tone and hair texture (with a special prominence for curly and wavy hair) is one of the market's hallmarks. The brands that have been able to read this demand are the ones that today lead the conversation.Granado, a well-known retailer in BrazilGranadoAmong the leading brands are Natura, a global reference in sustainable cosmetics and biodiversity; O Boticário with its Nativa Spa line; the historic Granado; and names with international projection such as Sol de Janeiro, whose fragrances and body mists have swept TikTok, or Costa Brazil, which has elevated the connection with the Amazon to a luxury proposal. Added to these are Skala, Terrain Brazil, and Principia, brands that represent the different layers of a rich, diverse beauty ecosystem with an export vocation.O'BoticárioBrazil, on the global beauty mapThe Brazil-Morocco match may have ended in a draw on the field, but in the realm of beauty, Brazil seems to play in a different league. A market that generates massive employment, exports ingredients and trends, has built its own cosmetic identity capable of competing with K-Beauty in global visibility, and has a horizon of solid and sustained growth ahead. As we already highlighted in the article that inaugurated this series of the Beauty World Cup, these types of events are a unique opportunity to read the world through the cosmetic industry. And Brazil, this week, gives us more than enough reasons to keep looking south.

Brazil, the giant that begins to look at the world

Brazil ranks fourth globally in beauty and personal care innovation and is also one of the countries that launches the most products per year