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Beauty and personal care market in Latin America - statistics & facts

Thanks in part to its large economy and the citizens’ strong affinity for cosmetics products, Brazil is one of the leading beauty markets in Latin America. With the market revenue of the beauty and personal care industry in Brazil amounting to 20.81 billion U.S. dollars, the South American giant outperforms other large players in the Latin American region, such as Mexico, Argentina, and Colombia. Personal hygiene demonstrates the greatest opportunity within the beauty and personal care market in Latin America, as it occupies roughly a 30 percent market share. Other segments of importance in the Latin American cosmetics and personal care market are fragrances and hair care. For instance, Chile is the largest importer for hair products in Latin America, while Mexico is among the top exporters of hair care products worldwide.

Leading cosmetics companies and brands in Latin America

The potential of the personal hygiene sector is further illustrated by the consumer choices when it comes to the most popular brands in Latin American households. By far the leading brand is Colgate, known for its oral hygiene products, however, the personal care multinationals Dove, Palmolive, and Rexona (Degree) are also among the leading brands. In Brazil, consumers rely heavily on local companies, such as Natura &Co and Grupo Boticário, but also in Colombia, the nation’s own Grupo Familia leads the list of most reputable companies in the beauty and personal care industry in Colombia. Nevertheless, international cosmetics companies, such as L'Oréal or Avon, are also highly regarded in those Latin American markets.

Consumer insights

In 2022, some of the most used personal care products by Argentinian and Chilean consumers included oral, dental, and personal hygiene products, highlighting yet again the importance of the sector. The sectors which followed personal hygiene in terms of market share - fragrances and hair care - were also the runners-up when it comes to consumer consumption. While for Brazilian consumers the quality and the scent of a product were decisive purchasing factors for personal care products, Mexican consumers placed more value on quality and skin compatibility.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Apr 6, 2023

Key insights

Largest segment of the cosmetics market
Personal hygiene
Latin America's share in the cosmetics market worldwide
8%
Most googled skin care company in Latin America and Spain
Natura &Co
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Related topics

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Global overview

6

Global overview

Latin American overview

6

Latin American overview

Brazil

7

Brazil

Mexico

7

Mexico

Argentina

7

Argentina

Colombia

8

Colombia

Chile

7

Chile

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