Beauty sector in Brazil grew 10% in the 1st quarter, says Circana

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

The data comes from Circana, a company specialized in market analysis, and was presented by Ana Seccato, the company's beauty analyst.

Brazil stands out in Latin America
Brazil occupies a prominent position within the regional scenario. According to Ana Seccato, the country represents approximately 25% of beauty sales in Latin America, while the region as a whole accounts for around 6% of global sales.

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"This already shows the potential market that we have within Latin America, and that is what these large beauty conglomerates are seeing: an opportunity within our region to grow", he stated.

Brazilian consumer as a differentiator
Ana Seccato highlighted that Brazil stands out in relation to other emerging markets due to the relationship that the Brazilian consumer maintains with the beauty category.

"We have a massive, very well-structured national market, which is a giant on a global level, which really prepared our consumers for the entry of these other brands", he explained. The categories covered include makeup, fragrances, skincare and hair care.

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The analyst also highlighted that the Brazilian consumer is highly connected to global trends through the digital environment, which contributes to openness to new brands and products.

"All of this creates a very positive scenario for Brazil to be able to grow above this global average," he said. This superior performance is not a one-off: according to Ana Seccato, in the last four years Brazil has consistently performed above the world average in the sector.

Beauty as a gateway to the premium market
Even in the face of indebtedness among Brazilian families, the beauty sector demonstrates resilience.

Ana Seccato explained that the category works as the main gateway to the premium market, as it offers products from valued brands at more affordable prices than other luxury segments.

"Maybe you can't buy a bag from that niche brand, but you can buy a lipstick, you can buy a perfume, you can buy a cream", he pointed out. In this way, the sector positions itself as an alternative for aspirational consumption even in challenging economic contexts.

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Source: CNN