Both businesswomen and experts heard by CNN Brasil Business say that, despite the natural beauty movement already existing, these last two years of pandemic have increased the interest of consumers and investors in the area.
For Brazilian clean beauty brands, the future is outlined in four pillars: omnichannel, internationalization, democratization and biotechnology.
The market has increasingly replaced synthetic products with natural, vegan and organic ingredients, sustainably extracted from nature.
A 2021 survey made by Nielsen shows that products that are considered clean, moved US$ 406 million in the United States – 8.1% growth. This is much more than the total beauty and personal care market, which grew 2% among US consumers, attracting Brazilian investors.
The survey also shows that consumers are investing more in sustainable beauty trends. The most important attributes for those who like and buy beauty and personal care products are natural ingredients (40.2%) respect the environment (17.6%) and use reusable products and recyclable packaging (7.9% and 15.8%).
According to Abihpec (Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry), consumers are more critical of the companies’ operating model, the products offered by them, the way they are produced, which ingredients are used and how are packaged.
The brands have created a loyal base of consumers through their online sales, the focus, however, will be on physical stores, with the creation of more points of sale of their own, as in the case of Simple, which is planning to add stores in its 27 points of sale. existing.
Internationalization is an ambition of the three brands interviewed, especially as they are looking to follow the BBeauty bandwagon. In addition, democratization is an important point for the future of brands. In addition to seeking popular spaces where they can expand, nationally and internationally.
