The Importance of Makeup in Brazil

Makeup is not just a cosmetic product in Brazil; it’s a reflection of the lifestyle, culture, and aspirations of the Brazilian people. The country has a long tradition of valuing personal appearance. This privileged position is reflected in makeup sales. In fact, according to data from Euromonitor International, Brazil is the fourth-largest beauty and personal care market in the world, trailing only the United States, China, and Japan.

Major industry names like MAC, L’Oréal, Revlon, and Maybelline, along with strong national brands like Natura and O Boticário, fiercely compete for the loyalty of Brazilian consumers. The presence of international brands reinforces the idea that Brazil is a hub for makeup trends and innovations.

In Brazil, makeup has proven to be the primary driver of growth in the prestige industry, with an impressive 47% increase in sales compared to the first quarter of 2022. Among the highlighted products, as pointed out by Circana as trends for 2023, are lipsticks, glosses, lip liners, and blushes. In the skincare segment, there’s a robust 19% growth in the first quarter of 2023.

In terms of numbers, the Brazilian makeup market generated over $4 billion in sales in 2022. What’s even more intriguing is the shift in consumer behavior. Brazilians are increasingly turning to sustainable, vegan, and cruelty-free products, showing a growing consciousness of ethics and sustainability.

Makeup, for Brazilians, is more than just a means to enhance appearance. During iconic events like Carnival, makeup becomes a form of art, with vibrant colors and intricate designs that capture the world’s imagination. In daily life, it’s used to express individuality, enhance natural beauty, and, in many cases, make a fashion statement.

The role of foreign brands cannot be underestimated. They’ve brought innovations, technologies, and styles that complement and, in many cases, influence local trends. This exchange of ideas and styles has made Brazil a cauldron of creativity in the world of makeup.

Afro Beauty: There’s a growing demand for makeup suitable for various shades of black skin. Meeting this market with diversity and quality is paramount.

Mature Beauty: The focus is not only on anti-aging cosmetics but also on makeup tailored for mature skin. These products often offer additional hydration and contain ingredients like serums and hyaluronic acid for better application on aging skin.

Solid Cosmetics: These products are valued for not containing water and using biodegradable packaging, making them favorites among eco-conscious consumers.

Men’s Cosmetics: There’s a growing interest from men in beauty products tailored for their generally thicker and oilier skin. The preference is for makeup that provides a subtle effect.

However, to participate in this flourishing market, it’s crucial for companies to understand and comply with local regulations. All cosmetic products, including makeup, must conform to established standards, ensuring consumer safety and trust.

The National Health Surveillance Agency (Anvisa) is the authority responsible for the regulation and oversight of health-related products and services in Brazil. Among the products regulated by Anvisa are makeups, which are considered cosmetics and, therefore, subject to specific regulations to ensure the safety and quality of products used daily by millions of people.

In 2022, Anvisa published Collegiate Board Resolution (RDC) No. 752, establishing the rules for the notification of personal hygiene, cosmetic, and perfume products. This resolution covers various products, including makeups, and aims to ensure that cosmetics available in the market are safe for human use, free from prohibited substances, and comply with labeling and composition specifications.

The RDC 752/2022 provides specific definitions for makeups and further divides them into different categories, such as lipstick, eyeshadow, blush, foundation, mascara, and more. Additionally, the regulation sets the technical and documentary requirements that makeup manufacturers or importers must meet to notify these products to Anvisa.

Documents Required for Notification: To notify makeups to Anvisa, manufacturers or importers must provide the following documents:

  • Technical Product Dossier: Contains detailed information about the composition, manufacturing methods, quality control, stability, safety, and efficacy of the product.
  • Labeling: Must comply with current legislation, containing clear and precise information about the product, such as ingredients, usage instructions, precautions, manufacturer or importer registration, and expiration date.
  • Technical Responsible Person’s Data: A legally qualified and qualified person must be designated to provide technical support for the product to Anvisa.
  • Company’s Compliance Confirmation: The company must be properly registered with Anvisa to notify makeups.

Novatrade has established itself as a key incubator and accelerator for European and American makeup brands looking to establish a presence in the Brazilian market. With a solid track record of successful registrations, we understand the unique challenges and opportunities of this market.

Our expertise extends beyond regulatory compliance; it includes a deep understanding of the preferences and needs of Brazilian consumers. This allows us to guide foreign brands in the right direction, optimizing both the regulatory process and the market strategy.

If your brand is considering expanding to Brazil, we invite you to explore a partnership with Novatrade. Allow us to be the facilitator that guides you on this journey while you focus on what you do best: creating exceptional products.

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