This is a best prospect industry sector for this country. Includes a market overview and trade data.
Last Published: 8/10/2017

Overview
 

Personal Care, Fragrances and Cosmetics in Brazil - Unit: US$ billion

 

2015

2016 (estimated)

2017 (estimated)

Total Market Size

198

173.08

154

Total Local Production

218

198.38

198

Total Exports

191

171.3

160

Total Imports

171

146.55

116

Imports from the U.S.

0.137

0.319

0.139

Exchange Rate: 3.1 US$

 

 

 

Total Market Size = US$154 billion
Data Sources: ABHIPEC
Total Local Production: US$198 billion
Total Exports: US$160 billion
Total Imports: US$116 billion
Imports from U.S.: US$139 million

 
Brazil is the fourth largest market for Personal Care, Fragrance, and Cosmetic  products. Brazil is home to extremely beauty-savvy women and has become a trend-setting market for the global industry. Brazil represents 7.1 percent of the worldwide consumption in the toiletry and fragrance industry, which amounts to 1.8 percent of the entire Brazilian GDP in 2016. Brazil ranks second in fragrances, sunscreen protection, men’s products, depilatories, and deodorants, third in haircare, children’s products, fourth in oral care, fifth in color cosmetics (makeup and nail care), and eighth in skincare. Brazilian imports decreased 14.5 percent in 2016, likely due to the Brazilian recession in 2015. Brazil is the second largest export market for U.S. Personal Care, Fragrance, and Cosmetic products and represents about 15 percent of imports into the market.
 
The Brazilian market requires companies to have a high degree of quality assurance and certification, such as ISO 9000 and ISO 14000, to sell into the market. The process and procedures for regulatory approval from ANVISA, the regulatory body, for many products in this sector is time consuming and complex. The most difficult issue in the market is the complicated tax scenario facing many products in this segment which results in an increase of approximately 60 percent in price to the consumer.
 
In addition, U.S. companies must consider social responsibility and environmental sustainability as high priorities when marketing their products. There is an on-going demand for natural and organic products that use recyclable materials.
 

Leading Sub-Sectors

  • Bio-cosmetics
  • Ethnic products
  • Children’s products
  • Cosmetics for men
While the personal hygiene market in Brazil constitutes the majority of total sales in the cosmetics and toiletries sector, the cosmetics sector shows the largest potential. Within cosmetics, new and improved product lines for teenagers, and women between the ages of 35 and 60, are expected to show the highest growth.​

Best prospects for U.S. exports to the Brazilian cosmetics and toiletries market include: bio-cosmetics, ethnic products, children’s products, and cosmetics for men.

Opportunities
U.S. products have higher quality standards and higher prices than the mass-market products produced locally, which provides an opportunity to sell to the upper class. That said, Brazilian companies import all types of U.S. cosmetic products, which are then sold to all segments of the population. The United States is Brazil's largest cosmetic supplier and that is expected to continue.

Research by Brazilian NGO Instituto Akatu highlighted the five top aspects that Brazilian consumers consider when choosing a product and where U.S. firms could differentiate themselves in the market. These are: “cruelty-free” (52 percent), “socially responsible” (46 percent), “environmentally friendly” (46 percent), “low energy consumption” (44 percent), and “certified for fair labor practices” (43 percent).

Web Resources

​Major Trade Shows:

The U.S. Commercial Service — Your Global Business Partner
With its network of offices across the United States and in more than 80 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting our website.

For more information about export opportunities in this sector contact US Commercial Service Industry Specialist: Denise.Barbosa@trade.gov

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Brazil Consumer Goods Trade Development and Promotion