Brazilians are passionate about the beauty market, says analyst

The premium beauty market in Brazil recorded growth of 10% in the first quarter of 2026, a performance above the global average, which was around 7% in the same period.

The data comes from Circana, a company specializing in market analysis, and was analyzed on CNN Money by Ana Seccato, the company's commercial director and beauty analyst.

According to the executive, Brazil occupies a prominent position in Latin America, accounting for around 25% of sales in the region, which in turn represents approximately 6% of the global beauty market.

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For her, the country differentiates itself due to the consumer's relationship with the category and the already consolidated market structure, which facilitated the entry of international brands.

"Brazil specifically stands out compared to other potential countries due to the relationship that consumers have with this category", said Ana.

According to her, it is a massive market, with consumers highly connected to global trends and open to new brands and experiences.

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Engaged consumer supports sector expansion
The analyst describes the Brazilian beauty consumer as highly engaged in trends in makeup, fragrances, skincare and hair care.

This behavior, according to her, helps explain the consistent performance above the global average, observed for at least four consecutive years.

Even given the population's high level of debt, Ana Seccato assesses that the beauty category functions as a "gateway" to premium consumption.

This is because, according to her, the consumer may not have access to high-value luxury goods, but can still purchase more affordable items within the segment.

"The category enters that moment of really giving the minimum, being able to take care of itself with a product that will be more accessible than other categories", he explained.

E-commerce grows, but physical stores remain essential
The online channel already represents almost a third of sales in specialized stores, with growth of 21% in the quarter.

The expansion, according to the executive, is linked to the advancement of digital infrastructure in Brazil, which was already relatively developed even before the pandemic.

As it is a country of continental dimensions, e-commerce has also helped to expand consumer access to premium brands and products.

Currently, Brazil occupies the fourth global position in online channel penetration in the category, behind only European countries and the United States.

Despite this, the executive reinforces that the physical environment remains essential in the premium segment, especially for providing experimentation, building a bond with the brand and consumer loyalty.

Data from Circana in the United States, according to her, also indicates a resumption of interest among younger consumers in physical stores, reinforcing the hybrid model between the two channels.

Influencers gain space and compete with big brands
Another highlight of the survey is the advancement of brands created by influencers and celebrities, which already account for 25% of makeup sales in the selective channel - which includes departmental stores, specialized perfumeries and online commerce.

According to Ana Seccato, these brands today compete directly with large international luxury companies, often with an advantage in agility and connection with the consumer.

"They understand what the consumer is looking for and are sometimes able to respond much faster than these big companies," he said.

The executive also highlights the strong influence of digital influence on the purchasing behavior of Brazilian consumers, especially when there is direct involvement of creators in the development of products.

Regional expansion increases consumption outside the South-Southeast axis
Although São Paulo still concentrates around 37% of the sector's physical sales, the biggest growth in makeup was recorded in the Center-West and North regions of the country.

According to Ana, this movement is directly linked to the expansion of physical retail in these locations in recent years, expanding access to premium products outside the traditional South-Southeast axis.

She also highlights that the consumption of premium beauty is not restricted to the upper classes. The same consumer can combine national and international products in their care routine.

"There is a very large potential consumer there", he concluded, highlighting that retailers and brands have already been investing in the interiorization and geographic expansion of the sector in Brazil.

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Source: CNN