Despite the COVID-19 crisis, declining GDP rates, and tremendous political turbulence plaguing the country, the natural segment of the Brazilian beauty industry grew at 10% in 2020, on par with 2019 levels.
As consumers in the country isolated themselves and took precautionary measures to prevent infection, they gave renewed attention to the importance of wellness and self–care. As a result, categories such as facial masks and treatments as well as hand/body cleansers and moisturizers increased in terms of demand. Several natural brands focused on offering innovative products in these categories with several launches, such as new facial masks from Quintal Dermocosméticos and the new Beauty Nectar from Elemento Mineral. L’Oréal’s Garnier successfully entered the Brazilian skin care market during 2020, landing among the top 10 natural skin care brands, according to the Natural and Clean Beauty Global Series report.
Skin care products with essential oils as a part of their formulation also grew in popularity, boosted by launches of new products, such as the Synergy of Oils from By Samia and Phytoterápica’s new essential oils, Junípero and Yuzu.
In addition, consumers increasingly gravitated toward brands that offer a more responsible position, both from social and environmental point of views. For example, LiveAloe, with its complete portfolio of organic products; Boni Natural, which made its entry in many supermarkets and drugstores chains; and Cativa Natureza, with its highly effective sanitizing lotion that can be used as a means of prevention against COVID-19. This has also helped the natural segment to perform well.
Other brands that had an extraordinary performance in 2020 are:
- Elemento Mineral, with its complete line of facial treatment, was well–accepted by the Brazilian market. The brand invested heavily in the social media throughout the year.
- Care Natural Beauty strengthened its digital channel through activities with influencers, live streams and interactions with its consumers.
- Up2You partnered with influencer Luma Costa to promote the brand and further consolidated its place in the naturals market.
Although lockdowns during the pandemic made it difficult for consumers to explore in-store products and interact with sales consultants as they had in the past, most natural skin care marketers were already quite savvy and actively present in the e-commerce domain, and were able to successfully pivot online to meet consumer needs.
The latest edition of the Natural and Clean Beauty Global Series report delivers an interactive online database and a comprehensive U.S. written report. The database is available for all key beauty and personal care product categories in the Brazil, China, Europe, and U.S. markets. Take a closer look at sales breakdowns and critical insights into each product class, category, company, and brand. The U.S. volume delivers a robust analysis on 10 key players and their drivers.