Brazil is the 4th largest market globally, and largest market in Latin America in hair care. Its beauty industry is growing faster than its overall economy. Some insights into the current Brazilian hair care industry include leaving hair natural, using natural products, reversing hair loss, straightening hair at home, and antipollution shampoo.
Returning to Natural Hair
- In the last eighteen years, most Brazilian beauty consumers had hair styles processed with chemicals.
- Today, 38% of Brazilian women say natural hair is the ideal.
- One survey of Brazilian women showed that 40% say they have wavy hair, but of that group 48% prefer to wear their hair straight.
- Sociologist Chelsea Johnson stated that although straight hair is very popular in Brazil, in the last few years, kinky and curly hair along with a black consciousness movement has started. This has created a new curly hair product market.
- Around 9% of Brazilians have increased their use of curl activators in the last year.
- Pantene conducted a survey of Brazilian curly-haired consumers and created a new line based on its findings. The formula has more conditioners and pro-vitamins to stop frizz and keep curls strong all day.
Using Natural Ingredients
- In Brazil, 40% of hair product consumers surveyed stated they are interested in products with natural ingredients, and 30% stated they want shampoo without chemicals.
- Brazilian consumers are interested in sustainable and natural products, but are also aware natural resources are becoming scarce.
- Although Brazilians want fewer chemicals in their hair products, they will not compromise on performance just to use natural products.
Anti pollution shampoo
In a survey, 21% of consumers would be interested in an antipollution shampoo. In another survey, 37% of Brazilians said the environment impacts their hair, which is driving demand for anti-pollution shampoos.
At-Home Hair Care
- Brazilians most often have naturally curly hair that sun and seawater can turn frizzy, brittle, and dry.
- Brazilians do most hair treatments at home.
- According to Lais Oliveria, a Victoria’s Secret model from São Paulo, Brazilian women hydrate their hair often with keratin treatments. The words “keratin treatment,” however, may mean anything including deep conditioners, formaldehyde, and other strange formulas.
- At-home straightening procedures is a growing trend, not only due to cost, but because they don’t last as long, and allow for change in hair style more often.
- L’Oreal noted that women in Brazil average seven steps, including cleaning, hydrating, and reconstruction, caring for their hair.
- L’Oreal released a line of products for caring for Brazilian curly hair formulated with coconut oil.
Hair Color for Curly Hair
- More than half, or 51.4%,of households in Brazil use hair dye.
- Blonde hair is popular in Brazil. While 20% of women are natural blondes, 70% of Brazilian women have blonde hair.
- In Brazil, people have many hair types, including a large part of the population with what is known as ethnic hair, such as curls or Afros.
- Brazilian women look for hair dyes that don’t damage their curly hair.
- In a hair care survey, consumers stated the biggest problem faced by Brazilians is hair loss, with 32% choosing this over anything else. It is the greatest concern for 45% of women and 18% of men said it was their greatest concern.
- Brazilians will go to the hair salon for hair cuticle repairs.
- Hairceuticals is a global trend just beginning in Brazil that uses technology with medicinal and natural ingredients to solve problems, such as hair dryness, hair thinning and hair loss.
- Brazil has a growing number of trichologists (hair and scalp specialists) in beauty salons across the country.
- In Brazil, 34% of Millennials would rather buy brands which support social causes.
- One study showed that 33% of Brazilian Millennials want beauty advertising to show the diverseness of society.
- Brazilian Millennials are accepting their hair’s natural texture as they are part of the global Millennial trend of self-acceptance.
- Brazilian Millennials are less likely to be loyal to a brand of hair care product. (Source 10)
To find trends in the Brazilian market, your research team reviewed research sites such as Nielsen and Hex Research, scholarly sites such as Euromonitor International and Mintel, beauty news portals such as Allure, WWD, In-Cosmetics, Cosmetics Business, Premium Beauty News, and Happi and Brazilian beauty sites such as Brazilian Beauty News and Claudia. After reviewing the information available, those insights or trends that were mentioned most often across sources were included in the report.