The men's cosmetics market - Brazil

1.1 Definition and scope of study

A cosmetic is defined as a product intended to come into contact with the surface parts of the human body in order to clean, perfume, alter appearance, protect, maintain in good condition or correct body odour. Cosmetics for men are adapted to the specificities and needs of the skin and the male body.

The cosmetics market for men can be divided into several segments

• hygiene products (shower gel, shampoo, deodorant)
• care products (shaving foam, aftershave, body cream)
• beauty products (perfume, make-up)

The male cosmetics segment accounts for about a quarter of the global cosmetics market.  Europe is the main market for men's cosmetics, ahead of Latin America and then North America.

The types of products used by men are increasingly diverse and are no longer limited to simple shower gels, deodorants or shampoos. New brands are investing in this promising segment, offering dedicated and adapted products to male customers also benefit from the growth in online sales. The product offering is therefore increasingly complex and the male cosmetics segment is no exception to the organic trend. Also include men's makeup growing all over the world.

Not letting aging stand out so much in the eyes of others and the large exposure on social media further increases the idea that we need to focus more on self-care. The male segment has practically doubled in the last five years and the turnover of cosmetics for this public has increased by 30%. It is because of this growth that companies feel the need to update themselves and invest more in this market. [Exame]

According to the Brazilian Association of Personal Care, Perfumery and Cosmetics Industry, between 2019 and 2020, the Brazilian male personal care market is expected to grow exponentially. As a result, the country is set to become the largest market in the sector worldwide. Following the trend, the forecast is that by 2022, the country's turnover will represent 20% of sales of male beauty products worldwide. Currently, the Brazilian market represents 13% and is in second place, losing only to the United States, which holds 18% of these sales. The German market is the third, concentrating 6% of world sales.