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Markets & trends

Brazilian beauty market strengthens

The largest beauty and aesthetics companies in the country showed significant growth last year and will continue to expand in 2018. The fall in interest rates, improved credit conditions and lower inflation are positively influencing income availability of the Brazilian population thus boosting consumption of the sector’s products and services. The next Estética in São Paulo congress should benefit from the market dynamism.

After two consecutive years of decline, the Brazilian hygiene, perfumery and cosmetics sector resumed growth in 2017. According to the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC), the whole market grew by 2.77% (once taxes and inflation have been deducted).

For 2018, the Brazilian market for beauty products forecasts sales to grow by 8%, according to ABIHPEC. The fall in interest rates, the improvement of credit conditions and the reduction of inflation are positively influencing the income availability of the Brazilian population thus boosting the consumption of the sector’s products and services. According to forecasts, sales should grow three times faster than the Gross Domestic Product (GDP), which, according to the latest projection of the Central Bank, will be 2.7% this year.

Within this positive context, many companies participating in Estética in SP - which will take place on April 7 and 9 at the Anhembi Convention Center - are proving successful. Among them, Tonederm stands out for 50 years as a manufacturer Brazilian made equipment for the aesthetics sector. The company achieved a significant increase of 9.42% in 2017. This year, the company optimistically projects a growth of 16.05%. Furthermore, Tonederm exports grew by 33.85% in 2017 and expects to reach 29.78% this year.

As far as cosmetic products are concerned, Bel Col Cosméticos, which turns 25 this year, anticipates a possible growth of 80% over the next five years, and plans to expand abroad, in particular in the Middle East, the United States and Canada. Another exhibitor who achieved good economic results last year and projects a growth of 20% for 2018 is the Vita Derm. The 34-year-old company will open new franchises and launch new business formats, consolidating its operations in the market. Other participants of Estética in São Paulo also registered growth: Árago (60%), Extratos da Terra (32%), Hydramais (87%), RSRoller (15%), VCTEC (60%), among others.

According to Fátima Facuri, director of the Estética In Group, "The beauty and aesthetics market continues to expand, this dynamism is clearly confirmed by the response of potential exhibitors as well as the inscriptions to our congresses."


© 2018 - Brazil Beauty News -

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