Brazil’s Beauty Industry Ranks Third Among 193 Countries Worldwide

Published in: News, Top Posts

Beauty is big business for Brazil

Beauty isn’t just big business in Brazil — it’s HUGE! With a value of $28 billion by sales volume, Brazil’s beauty market is now the third largest on the planet (behind the U.S. and Japan), and despite a sluggish global economy it’s also one of the world’s fastest growing, at a 14% compounded rate from 2004-2009.


When Rio beat out a long list of famous cities to host the 2016 Olympic Games, it came as a shock to many, but Brazil, a country of 192 million, has been making strides for decades, capitalizing on vast natural resources and one of the world’s most favorable climates for agribusiness.

Map of BrazilBrazil’s beauty industry isn’t just big because of the country’s size, either. It’s a multi-faceted industry, both internally with sales to Brazilians (their deodorants sector is the largest in the world; also top 5 in hair care products, toiletries and oral care) and externally through beauty industry exports, which now exceed $600 million per year. Demand for natural products and exotic plants (Brazil is home to 250,000 native botanical species) have led most of the world’s largest cosmetics companies to Brazil for ingredients like maracujá (passion fruit), açaí, acerola, mango and castanha do pará (Brazil Nut).

While unfamiliar to many outside the country, Brazilian beauty companies like Natura and O Boticário (the largest cosmetics franchise in the world; also the world’s largest perfumery) stand with the likes of L’Oréal and Estée Lauder as powerhouses of beauty on the world stage.

On your beauty travels, keep those peepers peeled for even bigger and better things from Brazil over the next few years. It’s a vast country with seemingly endless space and resources, and their beauty industry is among the strongest and fastest growing in the world.

Your friendly neighborhood beauty addict,



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So far, 57 people have commented on this article. How cool is that?

  1. Tango says:

    Oh, this reminds me of one of my favorite issues ever of Self, where they had all the most popular beauty trends and traditions from around the world! Brazil’s thing was hair moisturizing masks made with avacado.

  2. Juliana says:


    Here in Brazil we love make up!!!! And your great blog have a Brazilian fan!!! (and the twitter too!)

    “Muito Origada” for all amazing posts!!!


    • Karen says:

      Hi Juliana,

      Hello from San Francisco! If I ever go to Brazil, you’ll have to let me know where I need to shop for makeup. 😉

      Hope you’re having a great weekend!

  3. snoopysteph says:

    I heart all things Brazilian ever since I visited Rio in 2007, Ever tried Brazilian coconut water? YUM! And so good for you.

    • Karen says:

      Lucky! I’ve always wanted to go to Rio. How long were you there for? Did you go for fun or for work?

      And nope, I don’t think I’ve ever had Brazilian coconut water. I love coconut, though, so I think I would totes dig it.

  4. Amber says:

    I would love to visit Brazil. My company is one of the major sponsors of the American Carbon Society’s annual conference, and apparently there was talk of holding the 2013 conference in Rio, but they decided nobody would show up to the sessions! I probably would have gotten to go, too!
    .-= Amber’s last blog post… Diamond Head- four ways =-.

  5. Lily says:

    No wonder why Brazil has such beautiful people! Just kidding! Now I want to go beauty shopping in Brazil; vacation time!

  6. Michelle says:

    My husband lived in Brazil for 2 years and loved it. He did say you have to be careful in some parts of Rio, though (theft, kidnapping, etc). He was in Sao Paolo Norte (sp?) and loved it. Although I’m sure he didn’t pay much attention to the beauty products — I definitely will if we ever visit! Thanks for the informative post!

  7. Maira says:

    Hi!! I’m a Brazilian living in Montreal – Canada. One of the things I miss most in Brazil is the weekly beauty ritual I used to have. There, I used to go to beauty salons and have everything I deserved. And yes, the Natura and Boticário products are amazing. When I go there, I always buy the Sève oil (Natura), and the sun tanning from Boticario (golden plus óleo bronzeador urucum & canela) that gives me an gorgeous tan.

    • Karen says:

      Hi Maira,

      It sounds like beauty is quite the ritual in your country! I would love to go someday to experience it!

      How are you liking Montreal? That’s quite a change!

  8. Juliana says:

    Hi Karen!

    Ok, if you come to Brazil, we go shop make up together! hehe
    Natura and O Boticário products are great but brazilian girls loves MAC too! hehe (i love it!)

    • Karen says:

      Hi Juliana,

      I would love that. 🙂 I’d probably have to bring an extra suitcase just so I could stock up on beauty goodies!

      How’s your weekend going so far? I hope you’re having a nice Sunday.

  9. Nina says:

    Our company just ended a year long job in offshore Brazil and I would always kiddingly volunteer myself to go and take a turn on the boat because I so want to go to Brazil.

    With their emphasis on beauty and beauty products, I now want to go even more! That and the gorgeous beaches! 🙂

  10. reesa says:

    I just recently started using brazilian hair care products and they are really, really, nice. I just love them. Looking forward to trying other products.

    • Karen says:

      That’s cool. Which products are you using?

      • reesa says:

        I’m using the Skala brand of hair products…,mainly the conditioners. I was skeptical at first, but they are working very well. Making my hair manageable and keeping it moisturized. I am eager to try more of the brand….right now I’m using the Avocado, Shea Butter and Aloe Vera. *LOVE*

      • Karen says:

        Sounds really moisturizing! Do the products smell good, too?

  11. Cristina says:

    Thanks for the really informative post. It was really interesting to hear, I also think it’s very interesting that you have readers from all over the world! Hi from Venezuela:)
    .-= Cristina’s last blog post… Rimmel Fix -amp Perfect Primer =-.

  12. Daphnne says:

    Hi there!
    I’m Brazilian (i live in Rio de Janeiro) and i follow your blog for quite a time and i’m very happy to read your post! Thank you so much for the kindness in your text and i’m flattered!
    To increment those informations already given, i have to say that you’re quite accutare in the post, telling about Natura and Boticário. There are several products made of natural components, making their smell unique. The best of the best for me is the Andiroba Nut hair care line from Natura.
    The food here takes a lot of fishes and a big “range” of flavoring herbs, making any fish just delicious. There are a dish unique in the Espirito Santo state that is the ultimate “must try” in the fish area. Called Moqueca, it’s made in a mud pan (yeah! Its a pan made of mud!!) and can be eaten with rice, shrimp and manioc flour. It’s just like the brazilian people mood, flavoured and a little spicy hehehehe
    Buuuuut… he have just a few MACs, CHANELs, D&G…. we don’t have Benefit or Too Faced… even less some NARS..
    But thank you for the post. We brazilians aprecciate the compliments and will recive anyone from anyhere with opened arms!
    See ya!

    • Karen says:

      Hi Daphnne,

      So glad you enjoyed this post, and thank you for sharing the the info on the beauty products and the food :).

      Hopefully I’ll be able to make it there someday… I love to travel and would love to visit your country someday!

  13. Yay, I’m heading to Brazil in September. I can’t wait. It’s supposed to be so beautiful!

  14. Trinidad says:

    It makes sense that originator of the Brazilian bikini wax would rank high on the beauty list! Brazil rocks!
    .-= Trinidad’s last blog post… What’s on Sample Sale- 6-25 =-.

  15. Livia Cavalcante says:

    Hi Karen!!!
    I am Brazilian and I live in Fortaleza – Ceará. In the northeast of the map. Step on your blog almost every day and I love very much. I never mentioned that my English is not good. You’ll love Brazil.
    We are passionate about makeup.
    Our country for being too large has a great diversity culianaria. Every state has very delicious typical food.


  16. Tatiana says:

    Thanks for doing this post Karen! I like that you give us ALL types of beauty news not only limited to products.

  17. Samara says:

    I am also from Fortaleza – Brazil and have been living in the U.S. for almost 6 years. Like someone mentioned here, what I miss the most is the weekly routine with very prepared professionals, one salon on every corner and VERY affordable prices. Natura is a wonderful brand, really like it and the food is UNBELIEVABLE, its what I miss the most, not to mention the beaches and the relaxed pace.

    Thank you for the wonderful post, it made me a little homesick!

  18. Marina Smith says:

    OMG! I’ve been a fan of your blog for two years now and I never write comments and stuff, but this time I just have to say something because I’m from Brazil and it makes me really happy to see my country featured here. YAY!

    If you ever come to Brazil, YOU HAVE TO GET YOUR NAILS DONE at a salon. We’re really GREAT with nails stuff. Your hands will never be the same!

    You should also try our barbecue and our rice & black beans. Delicious!!


  19. Lidiany says:

    Hello! I’m Brazilian too, from Bahia, I didn’t know your blog until now. This post has been retweeted between Brazilian bloggers about Make-up. Now I know this place and I liked very much!
    I hate eating avocado, but everybody says that it’s amazing, and bananas and coconut water too. Our cosmetics products have a lot of food way…LOL
    Great blog and great post!
    .-= Lidiany’s last blog post… Fridays books- A Song of Ice and Fire =-.

  20. Viviane says:

    Hi Karen, I’m new here and I am Brazilian, do not worry about my English because I’m using google tradutor.Here in Brazil women go far to beauty salons and are concerned about hair, nails and waxing. the service price and very cheap compared to standard enamels are very handsome, Avon Brazil also has products for body, hair and face that uses fruits, nuts and plants of the Amazon.
    It is common here mixes exotic aromas in perfumes, shampoos and creams you’ll love it, but come on, you will be well received here, we’re very hospitable to tourists and bring an extra suitcase to carry so many products! Kisses

  21. claudia says:

    Hi! I’m brazilian too and a cat lover as well :)) Brazilian beauty market could be even bigger were the prices of imported products not so high. Everything is so terribly expensive, it’s simply not worth buying imported make-up here. A MAC lipstick on a store here is almost three times the price of the same lippie in US. Even drugstore brands become very expensive. I’m not a big fan of made in brazil make up but it’s true, the quality of beauty related services like haircuts, nails and waxing is great and the prices are very cheap, especially compared to prices charged in US. Also, we have great neautiful beaches and it’s safe to say that you can get a very beautiful, natural tan if you want to, during almost the whole year 🙂

  22. Milena says:

    Today was the first time I read your blog and was surprised to find such a topic about Brazil and our beauty products! It´s sure a growing market, but mostly for hair and body products. Unfortunately make up is not a big industry here, like in the US or Europe. The imported brands are too expensive and the national ones narrow down to Natura, Boticario and Avon. I think there is still a huge unexplored market for make up products in Brazil, comparing to the other cosmetics areas.

  23. Mari says:

    I never knew there were so many girls from Brazil who follow your blog. It seems we Brazilians are hooked up on makeup indeed!^^ Our national makeup brands use a lot of native ingredients, since this is a market in which the international brands can’t compete – as of yet. Fruits and nuts from Amazon forest makes our products quite unique, but that’s all there is to it – our makeup tends to melt under this hot, humid whether and has got little lasting power even during the winter – which is not that intense since we live in a tropical country. I think that’s the reason why so many are into MAC, Revlon, Maybelline and Bourjois. Even Avon. Some even think Avon is a national brand since we see it everywhere. I’m not saying O Boticario isn’t good. It is – by national standards. But its strength isn’t in makeup, but rather on perfumes and creams. Now, Natura is far better, both in makeup and body butters and cosmetics in general – but it’s soooo expensive people don’t buy it all that much. We’d rather buy it from Avon. Besides, Natura’s selling scheme is much like Avon – door to door – and there aren’t a lot of places where you can find special stores that sell it. And unlike Avon, there aren’t testers for Natura products, and that’s a enthusiasm killer for girls. You have to go to a Natura centre to be able to test the products – and there are few of them. It’s far simpler to just buy Maybelline – better quality, half the price. O Boticario, on the other hand, is THE place to buy if you want to please a Brazilian woman. It gets terribly crowded by Valentine’s day – and Mother’s Day. There you can buy creams and perfumes for women and makeup for little girls. There’s another brand called Contém 1g that’s got makeup for grownups, but it’s price is skyhigh. Not worth it.

  24. Michelle says:

    This is really creepy… I lived in brazil for four years and some family friends from there own O Boticario… weird!!!!!!
    The products way back then (I’m talking 2002 to 2006) weren’t that awesome, but maybe i think that cause I was a pre-teen on those years.

  25. Marianna :) says:

    I’m Brazilian, but I’ve been living in Canada for over 10 years. I try to visit every year because Brazil is an amazing country! You should definately try to go there (and bring an extra suitcase)!
    Natura has amazing products, their perfumes smell amazing and O Boticario also has amazing products! My first eyeliner ever is from there, so it has a special place in my heart 😉

    I hope you get to go someday, because it’s a beautiful and diverse country. 🙂

    Love your blog!

  26. Renata says:

    Say what?! You don’t have coconut water there? How come???

    Ok, Brazil is amazing, brazilian women are beautiful and market is huge. But I don’t agree Natura and O Boticario make good quality products. Well, they are perhaps the best produced here, but I don’t think they are good at all. They’re just average if so.

    But I totally agree you should try pão de queijo! And brigadeiro and quindim! 😀

    Renata, from Sao Paulo
    .-= Renata’s last blog post… Review Meu esmalte hoje é- Sally Hansen “Thinking of Blue” =-.

  27. Renata says:

    You forgot to mention Racco, a Brazilian cosmetic company that has been in the market for 23 years, and that sells in 6 different countries, including the US! I agree with the other brazilians that the quality of Natura and Boticario is not that great, but I do LOVE Racco products. They are know for their high quality, and recommended by dermatologists in Brazil!
    Check out

  28. Thais Volpi says:

    I love Racco products too and I became a consultant here in San Francisco. I’m having a great experience by selling their products and the acceptance is amazing. I find that Americans tend to feel very attracted because it’s a Brazilian line and it’s unique. I do everything from their website, pretty easy.

  29. says:

    Great post about the beauty industry in Brazil. It will be interesting to see what new endeavors may come from this country over the next couple of years.

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