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Export: accessing the Brazilian market

The Brazilian cosmetics sector was affected by the slowdown in the Brazilian economy in 2015. After more than two decades of double-digit growth, beauty industry sales totaled BRL 42.7 bn (around EUR 10 bn), down 6 % on 2014.

Nevertheless, Brazil remains the 3rde world market for beauty and personal care products, behind China and the United States.

At the same time, local cosmetics manufacturers continue to bet on the launch of innovative new products to circumvent the crisis, seeking to bring real benefits and novelties to consumers, motivating them to buy. The sector's growth potential remains positive, thanks to the large volume of potential consumers, which represents an excellent prospect for French manufacturers of luxury packaging and innovative ingredients (sectors still underdeveloped in Brazil).

Brazil is the world's leading consumer of deodorants, perfumes and children's products; second in men's products, oral care, hair care, sun care and bath products; third in make-up; fourth in skin care products; and fifth in depilatory products.

The sector's development prospects are still significant, due in particular to the low relative penetration rate of certain products, the aging of the population and cultural changes.

Domestic industry is highly developed. The perfumes, cosmetics and personal care sector includes 1,659 companies. However, 20 of these companies alone account for 73 % of the sector's sales volume, with revenues in excess of R$100 million. Large local and international groups share the market. Among the most important are multinationals such as Avon, Coty, Colgate-Palmolive, Johnson & Johnson, Procter & Gamble, Unilever and L'Oréal, as well as Brazilian companies Natura SA and O Boticário.

In a difficult economic climate, and in the face of stiff local competition, the industry is now looking to step up the launch of innovative, affordable products.

Importers and distributors of raw materials for the local cosmetics industry are keen to meet this demand for constant innovation, by searching international markets for packaging and ingredients that meet consumer requirements. The following segments are particularly buoyant:

  • transforming agents contained in hair products: ingredients used to modify the nature of the hair or repair it as quickly as possible;
  • sensory modifiers that can offer: new textures, better penetration of cellular layers (for skin hydration), improved skin luminosity, a pleasant fragrance;
  • unique ingredients capable of combining and delivering the greatest possible benefits;
  • specialized ingredients for black skin with special characteristics (normal to oily and very sensitive);
  • new molecules for suncare products.

It is important to emphasize that access to the Brazilian cosmetics ingredients market is relatively simplified from a regulatory point of view; the vast majority of cosmetics ingredients, for example, are not required to register with the Brazilian National Sanitary Surveillance Agency (ANVISA). Finished cosmetics, on the other hand, are subject to much more rigid and restrictive legislation.

For raw materials manufacturers wishing to explore the market, the In-Cosmetics Brasil (held from October 5 to 6, 2016 in São Paulo) is a must-attend event. The show brings together over 200 exhibitors of raw materials, fragrances, laboratory equipment and testing and regulatory solutions, and nearly 3,000 cosmetics manufacturers from all over Latin America.

More information

For the third year running, Business France is organizing a France pavilion at the event.


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