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Innovation & new products

Makeup remover category grows in Brazil and gets new product formats

Besides products that completely remove makeup, there are specific products for the eyes and the mouth as well as "pens" or flexible swabs that eliminate smudges or small mistakes.

The makeup remover market in Brazil is growing and becoming more diverse. Consumers can find a wide range of options on the shelves of perfumeries and drug stores to completely remove beauty products from the face, including makeup remover oil, oil-free makeup remover, foam, cleansing mousse, lotion and milk. However, there are also products developed for specific areas of the face, such as the eyes and the mouth.

Océane makeup remover swab to correct eye makeup

Océane makeup remover swab to correct eye makeup

Considered by many to be the "cosmetics product of our time", micellar water has become another makeup remover option. Products with the ingredient smoothly cleanse the skin in a practical way while keeping it moisturized. Since the end of 2017, a famous international brand has been fighting for space in Brazil: Bioré. The brand is a leader in the makeup remover category in Japan. Its products - regular and no-rinse makeup remover, along with wet wipes - are exclusively sold by Raia Drogasil drugstores and can be found in over 300 points of sale.

Another product format that is gaining traction in Brazil is precision makeup remover, recommended for "erasing" small imperfections such as lipstick smudges or eyeliner and mascara mistakes.

Vult, a brand from Grupo Boticário, has just launched the Demaquilante Stick. Shaped like a retractable pen, the product is the perfect size for a makeup bag. With a creamy and transparent texture, it can erase even waterproof products. After applying it to the area that needs correcting, customers then just wipe off the excess with a Q-tip.

Vult's retractable pen to remove makeup

Vult’s retractable pen to remove makeup

Along with Make Up Remover - an erasing pen - Océane offers Glamourise My Eyes, a makeup remover swab to correct eye makeup. The product, which comes individually wrapped, is a pioneer in the Brazilian market and allows customers to precisely clean the corners of the eye.

Other brands already offering makeup remover swabs are Quem disse, berenice? and Ricca.

Renata Martins

© 2019 - Brazil Beauty News -

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