The Awakening of Male Beauty: How Brazil Became the 2nd Largest Global Market
From Aftershaves to Makeup: The Diversification of Male Beauty in Brazil
In recent years, the male cosmetics market in Brazil has experienced remarkable and transformative growth. What was once an industry predominantly focused on the female audience is now rapidly expanding to meet the needs and desires of men seeking personal care and beauty. This evolution reflects a significant cultural shift as the concept of masculinity expands to encompass a more open approach to appearance and self-care.
Between 2012 and 2017, in Brazil alone, the male beauty sector grew an impressive 70%, indicating the rapid adoption of personal care products by Brazilian men, according to Euromonitor International. In 2022, the men’s personal care segment grew by approximately 14%, reaching $5.41 billion, positioning Brazil as the second-largest market globally, reflecting a global trend in which men are becoming more active consumers in the beauty and personal care space. The global male beauty market is projected to generate over $75 billion in 2023.
In addition to traditional aftershaves and facial creams, the market now features a growing stream of new products. Specialized moisturizers, hair dyes, facial masks, anti-aging products, and even male makeup lines are finding their place on the shelves and in the preferences of Brazilian consumers.
Major traditional cosmetics manufacturers, such as L’Oréal, Natura, and Procter & Gamble, have recognized this opportunity and launched dedicated male lines. For example, Natura, with the “Natura Homem” line, expanded its presence in the segment, capitalizing on changes in male consumer preferences and behaviors. Similarly, L’Oréal, with its “L’Oréal Men Expert” line, has seen exceptional sales growth in the male category over the past four years. In 2021, Natura&Co leads the ranking of players in the Brazilian Men’s care market, followed by Grupo Boticário, Unilever, and Procter & Gamble (Euromonitor International).
Impact of Social Media, Influencers, and the Growth of Online Sales
Digital influence has played a key role in the evolution of the male cosmetics market. Interestingly, for Brazilian men, specialized websites emerge as the primary guides when purchasing a product, representing 47% of choices. In a similar observation, dermatologists also play a crucial role, cited by 43% of men as influencers in their buying decisions.
While these traditional sources are still predominant, the growing role of digital influencers cannot be ignored. In 2021, only 8% of respondents indicated the influence of content creators on their purchase decisions. Surprisingly, in 2023, this number doubled, with 16% of men recognizing the importance of influencers in their choices.
Young people from Generation Z, born between 1995 and 2010, have been identified as a driving force in the expected changes in the male care market’s future. In Brazil, there are 10 million men within this age group, making them a crucial segment for brands and companies.
In addition, the convenience of e-commerce has also amplified the growth of male cosmetics sales. The ease of researching, comparing, and purchasing products online has led an increasing number of men to choose to buy their beauty and personal care products online.
From Approval to the Shelf: How Anvisa Shapes the Brazilian Cosmetics Market
The strictness and rigor of Anvisa’s regulations are not merely bureaucratic standards but a guarantee of consumer protection. Strict adherence to the agency’s guidelines ensures that products available in the Brazilian market are of high quality, safe, and effective, strengthening consumer trust in the brands and products they consume.
Regulation with Anvisa ensures that products meet strict standards of quality, safety, and efficacy. To have cosmetics regulated with Anvisa, a process is required, including:
- Document Collection: Gathering all necessary documents, including product information, toxicological data, stability evidence, and other requirements set by regulations.
- Process Submission: Presenting the process to Anvisa for the evaluation of product compliance with the criteria established in the regulation.
- Registration Dossier: This central document contains detailed information about the product, including composition, formulation, production methods, stability tests, labeling information, quality control, and product safety.
- Manufacturing or Import Notification: This must be provided to prove that the product is manufactured or imported by a company duly authorized by ANVISA.
- Quality Control Documentation: This includes laboratory test reports that attest to the quality and safety of the product, such as microbiological, efficacy, and stability tests.
- Labeling: It must follow the current regulations, including mandatory information such as ingredient lists, usage instructions, precautions and warnings, expiration date, registration number, among others.
- Packaging Data: Detailed information about the type of packaging used and its compliance with safety regulations.
- Manufacturing and Quality Control Data: Information on good manufacturing practices (GMP) adopted in the production of the cosmetic.
- Organoleptic and Physicochemical Specifications: Description of the sensory and physicochemical characteristics of the product.
- Microbiological Data: Results of microbiological tests that demonstrate the absence of pathogens and the microbiological safety of the product.
- Effectiveness and Safety Study: When applicable, evidence of studies demonstrating the product’s efficacy and safety, especially for products with therapeutic claims.
After registration approval, the company receives authorization to launch the product in the market. It’s worth noting that in certain situations, besides registration, obtaining the Good Manufacturing Practices Certificate (CBPF) is essential. This certificate is granted through inspections of the manufacturer’s facilities, ensuring that all regulations and standards related to good manufacturing practices are rigorously followed.
Navigating the regulatory landscape of cosmetics can be a challenge, especially when introducing new products into the dynamic Brazilian market. A deep understanding of Anvisa’s nuances and requirements is crucial for a successful launch and ensuring compliance. At Novatrade, our passion is to guide and support companies on this journey, ensuring that innovation finds the right path.
If you’re considering an expansion into the male cosmetics market and are looking for a reliable partner, we’d love to hear your ideas and share our expertise.
