1. Market size

Brazil's beauty and personal care sector generated around R$200 billion in revenue in 2025, roughly 2% of GDP, according to ABIHPEC, the industry association. In dollar terms, consumer (sell-out) sales totaled US$37.4 billion in 2024, according to Euromonitor International, or 5.8% of a US$640 billion global market.

IndicatorValueSource
Sector revenue, 2025R$200 billionABIHPEC
Share of GDPabout 2%ABIHPEC
Sell-out sales, 2024US$37.4 billionEuromonitor, 2024
Share of global market5.8% of US$640bnEuromonitor, 2024
Global consumption ranking3rd placeEuromonitor, 2024
Sector exports, 2025US$1.061 billionComexstat/MDIC
Product launches, 20257,359Mintel GNPD, 2025

2. Global and regional position

Brazil is the world's third-largest consumer market for beauty and personal care, behind only the United States (US$134.6 billion) and China (US$76.6 billion), according to Euromonitor International, 2024 data.

In Latin America, the concentration is even more striking: the country accounts for 43.4% of all regional consumption, which in turn represents 13.5% of the global market. For a brand planning its approach to the region, entering Brazil means entering almost half of it.

3. Leading categories

Global rankings by category (Euromonitor, 2024):

  • 2nd place in fragrances, men's grooming and deodorants
  • 3rd place in children's products, sun protection, oral hygiene and haircare
  • 4th place in bath products

In terms of growth, fragrances advanced 10% in 2025 and haircare, 9%; skincare grew 9.6% in 2024 and oral hygiene, 6.7% the same year; sun protection grew 4% (Euromonitor, via ABIHPEC). Hair products account for about 30% of the sector's exports.

4. Innovation and foreign trade

Brazil is the fourth-largest launcher of beauty products in the world, behind the United States, China and India: 7,359 launches in 2025, according to Mintel GNPD. It's a market accustomed to novelty, which favors brands with an active pipeline and penalizes static portfolios.

Sector exports topped US$1 billion for the first time in 2025 (US$1.061 billion, up 20.1% from 2024), reaching 189 countries, according to Comexstat/MDIC data compiled by ABIHPEC. The sector's products are present in 100% of Brazilian households, and the chain generates around 7 million work opportunities.

5. Projections

Euromonitor projects annual growth of 7% through 2027. Over a longer horizon, Mordor Intelligence estimates that the Brazilian market, valued at US$36.97 billion in 2025, will reach US$56.11 billion by 2031, a compound annual growth rate of 7.2%.

6. Takeaways for international brands

  • Fragrance is the most obvious entry point: the world's second-largest market, double-digit growth, and regularization by notification in most cases.
  • Skincare is growing at near-double-digit rates and absorbs innovation from Korea, Japan, Europe and the United States. Claims for sensitive or acne-prone skin move the product to Grade 2.
  • Sun protection has one of the largest markets in the world, but requires Anvisa registration and month-long timelines. It should be planned for well in advance.
  • Channels: pharmacies, perfumeries, supermarkets, e-commerce, direct sales, franchises and salons share the distribution. The local partner needs to reach the right channel for each category.
Dollar figures follow the conversions used by the cited sources. 2025 data is preliminary and may be revised by the organizations that publish it.

Sources

  • ABIHPEC. Size of the beauty and personal care market in Brazil, August 2026, with data from Euromonitor International (2024), Mintel GNPD (2025), Comexstat/MDIC-SECEX and Mordor Intelligence.
  • Euromonitor International. Beauty and Personal Care, 2024 and 2025 data, as published by ABIHPEC.
  • Mintel GNPD, 2025: product launches by country.
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