Domestic leaders: Natura &Co and Grupo Boticário
Though several foreign beauty companies are present in Brazil, domestic players dominate the market. At the top of the list is Natura &Co, overall Brazil’s most reputable personal care company. Altogether, the domestic market represented over one-third of Natura’s total revenue. The remaining proceeds resulted from the operation in international markets. In 2021, the Brazilian beauty holding group, which includes the brands Natura Cosméticos, The Body Shop, Avon, and Aesop was the world’s second-largest direct selling company, only behind the U.S. brand Amway.Another important player in this Brazilian industry is Grupo Boticário, with its brands O Boticário, Beautybox, Eudora, Multi B, Vult, Quem Disse, Berenice?, and Beleza na Web. The cosmetics group’s revenue experienced a steady upward trend in recent years, accompanied by a slight growth in its franchised store system in 2022.