Brazil is the world’s 2nd largest market for fragrance sales*, highlighting its focus on personal appearance.

Brazil’s flourishing fragrance market

After the USA, Brazil is the world’s second-largest market for fragrance sales*, a position rooted in cultural traditions, tropical climate, economic factors, and industry innovation. But what are the reasons behind this colossal demand?

Let’s find out more…

The cultural importance of fragrance

Fragrance holds deep cultural importance in Brazil. Paying high attention to personal care and hygiene are the norm regardless of backgrounds, whilst perfume is seen as an essential part of daily grooming. The fresh, clean feeling after bathing (”banho tomado”) is part and parcel of Brazilian culture, and wearing fragrance is not reserved for special occasions but instead considered a natural extension of maintaining hygiene.

A common perception is that Brazilians often shower twice daily and apply fragrance multiple times a day. The hot and humid climate plays a pivotal role in this frequent reapplication, as people seek to refresh themselves throughout the day.

Affordability makes it accessible

With the average salary in Brazil standing at US575** , affordability is clearly a key factor when it comes to driving  Brazil’s fragrance sales. The market is dominated by mass-market and mid-range fragrances, with domestic powerhouses like O Boticário and Natura having rolled out high-quality yet very affordable fragrances suited to local preferences.

As Brazil has one of the largest direct sales networks in the world, this channel is a crucial factor.  In large cities but also in remote areas, this distribution model enables brands to sell  fragrances through a combination of catalogues, home visits, and social selling.

Climate and fragrance preferences

Brazil’s tropical climate plays a major role in the types of fragrances that perform well in the local market. As they provide a refreshing experience in the heat, light, fresh, and citrusy scents are very popular and fragrances with floral and fruity notes in particular dominate sales, as they align with local preferences.

Furthermore, the demand for body splashes and deodorant sprays is high with many consumers preferring layering scents, using a combination of scented body products and perfumes to maintain a long-lasting fragrance throughout the day.

Strong presence and innovation in the industry

With the benefit of their strong presence and understanding of local consumers’ preferences, Brazil’s fragrance industry is dominated by the likes of Natura and O Boticário who both invest heavily in research and development. As a country where environmentally-friendly consumption is key, Brazilian brands highlight their sustainability credentials by incorporating eco-friendly practices and natural ingredients.

Many global fragrance companies tailor their offering to local preferences and formulate lighter, fresher versions of their perfumes specifically for Brazilian consumers.

Conclusion

Brazil’s ranking as the second-largest fragrance market in the world is a result of cultural traditions, affordability, climate-driven needs and industry innovation. The fragrance market benefits from its use as an everyday essential and, once combined with a very accessible and diverse product range, it is on track to grow annually by a very healthy 5.27%.

*Source: Euromonitor International
** Source: Trading Economics
***Source: Statista

To discover more about the Brazilian market and its opportunities, visit in-cosmetics Latin America in São Paulo on 23-24 September 2025.

Renowned brands, ancestral techniques, neutral colors, and universal ingredients are gaining new popularity and defining a timeless beauty anchored in modernity. Adding a contemporary touch to the classics, the desire to connect with codes steeped in heritage and history resurfaces.

With a fresh perspective on origins as a source of uniqueness, old brands are delving into their archives. After Estée Lauder chose to revert to its original logo in 2018, this year, Burberry has decided to re-adopt the Serif font and the knight emblem, in a spirit of (re)conquest.

In Brazil,  Cidade Matarazzo, located in the former Paulistana maternity hospital, aims to showcase the richness of Brazilian art, culture, and nature alongside the tradition of the family with the same surname. With elements such as local semi-precious stones, centuries-old olive gardens, works by renowned artists, and cuisine inspired by ancestral origins, the old gains contemporary curation and global elements.

The recent success of series that showcase “private club” lifestyles is also a sign of this renewed interest in traditions. “Succession” portrays a patriarchal legacy that marked the boom of quiet luxury, characterized by precise codes of discreet opulence. Less minimalistic, “White Lotus” is set in a Mediterranean paradise hotel, where the historical value of architecture and culture remains a focal point to enrich the narrative ambiance.

In practical terms, how can these codes be applied to tomorrow’s beauty and wellness?

COLOURS: This resurgence of a notion of classicism linked to ancient arts and cultures brings a new, more sensitive, and aesthetic dimension to the timeless cosmetics of tomorrow. It encourages the use of softer colors, natural dyes, or noble materials. White marble, rosewood, and light coral, the sheen of platinum or metallic bronze, warmed by terracotta red to add sensuality.

BEAUTY: Consider a modern, understated, and sophisticated touch with very subtle shades for refined shaping and sculpting. This beauty evokes the androgynous grace of ancient statues with a distinct yet minimalist elegance.

PRODUCTS: Luxury codes also extend to mythical ingredients and processes that benefit from time, such as fermentation.

RITUALS: Draw inspiration from the concept of exclusive private clubs. From ultra-personalized beauty regimens to subtle details and collector’s items: reimagine ancient beauty rituals with enchantment.

PACKAGING: It’s worth drawing inspiration from the concept of exclusive private clubs. From ultra-personalized beauty regimens to subtle details and collector’s items: reimagine ancient beauty rituals with enchantment. Bottles can draw inspiration from more intricate perfume shapes or simplified lines, without losing the detail of preciousness.

Reimagined in a modern and innovative vein, luxury classics can be a wonderful source of inspiration and expression, while providing enduring and comforting references. Embrace these trends to bring quality and tradition to the beauty of the future!

Enjoyed this article? Get more by subscribing to our newsletter!

Feeling inspired to see ingredients and trends in action?

Then why not visit one of the in-cosmetics events around the world?

BROWSE SHOWSThe post Modern legacy first appeared on in-cosmetics Connect.]]> https://connect.in-cosmetics.com/news-region/marketing-trends/modern-legacy/feed/ 0 20838 https://connect.in-cosmetics.com/uncategorized/market-trends/realbeauty-and-karol-g/ https://connect.in-cosmetics.com/uncategorized/market-trends/realbeauty-and-karol-g/#respond Wed, 12 Apr 2023 18:17:20 +0000 https://connect.in-cosmetics.com/?p=19484 I am Colombian and a big fan of Karol G (@karolg). For readers who suddenly can’t locate Karol, she is a famous reggaeton singer from my country and has recently been a worldwide trend because with Shakira they released the song TQG (Te quedó grande), which has been a global phenomenon, reaching more than of […]

The market for cosmetic products for men has been affected by the pandemic for different reasons, mainly due to the closure of shops, beauty salons and working from home. One of the categories that has been affected the most was that of shaving products. This has been reflected in the increase in the consumption of other types of products, since staying at home has driven more awareness on self-care and more time to experiment with different products and routines. E-commerce, social media and influencers are also catalyzing the rise of certain products. The portal mordorintelligence.com indicates that the men’s grooming market was worth USD 55.22 billion in 2020 and has a projected CAGR of 4.29% for the period 2021 – 2026. Next, we will see some of the most representative trends in men’s grooming.

MANIS AND PEDIS: On the web, we can find tutorials on how to do these procedures from the comfort of our homes. We also see recommendations for products and routines. Manicure and pedicure at home is a great innovation opportunity for cosmetic companies. Men are increasingly concerned about the appearance and care of their nails.

INTIMATE HA: The badhombremagazine.com portal indicates that, although we live in a world that is increasingly open, there are topics that may still be taboo in our society, with aesthetic procedures for men being one of them. Facial care technology is also moving to treatments for the male intimate area and the goal is to make us feel better. Hyaluronic acid penis thickening is gaining popularity as it is a non-surgical, non-invasive procedure that can provide immediate benefits.

COWASHING: This is an interesting concept, as some men wash their hair every three days on average and are giving more attention to conditioner. We are seeing new formats and formulations of conditioners that also help to remove excess dirt and clean the hair.

BABY BUTTOCKS: One of the good things that the pandemic has brought to the category of men’s grooming is that men have had more time to take care of themselves and apply facial and body treatment therapies. Butt hair removal is trending in many of our countries and there are various treatments that men are becoming adept at, such as the use of depilatory creams, waxing, the shaving machine and laser hair removal. Other areas of interest, which are also in trend, are the shoulders, back, forehead and groin. There is a great opportunity to find powerful insights around this need, which allow the development of products with innovative concepts.

MANSCAPING: This is the term that refers to intimate hair removal and intimate hair care. We are seeing diversity in concepts and products such as specialized razors in this area, deodorants and waterproof underwear that reduce the risk of chafing. In this regard, the GQ magazine says in a recent note that men are more aware of their own personal hygiene and therefore are more focused on looking for suitable products and tools.

MESSY HAIR: One of the trends in hair cosmetics for men that is gaining strength this summer is messy hair. This look was popular a few years ago and it is important that the hair has a good texture and volume so that, when it is tousled, it looks good. The hair needs to be layered to have a good messy effect. Now that men are gradually returning to hairdressing and SPA, we see very interesting innovations to achieve these effects.

BROTOX: The applications of botulinum toxin in men continue to trend and derive new benefits, in addition to the treatment of wrinkles and gestural lines, such as the treatment of hyperhidrosis in the palms and hands. Integral Orofacial Harmonization is an interesting concept that seeks to find the best version of each man and that also takes advantage of the benefits of botox. The #babybotox is also in trend in millennials and centennials, which consists of the injection of botulinum toxin in microdoses to prevent the formation of expression lines in susceptible areas such as the brow, forehead and crow’s feet. Other complementary aesthetic procedures that remain in trend in times of pandemic are hair transplantation, laser resurfacing for acne and marks.

CHLOROPHYLL: Chlorophyll consumed orally and in cosmetic products has been a trendy topic on social networks. It has benefits for oily skin, acne and improvement of the appearance of blemishes. In the coming months, we will see very interesting launches of technologies for skincare, based on the benefits of this substance and derivatives, in fact, Chlorophyll-like can be a great opportunity to develop new innovative biochemical routes in facial care.

MASKCULINITY: Due to the pandemic, men have begun to love masks and are incorporating them into their facial care routines, once or twice a week. We are seeing very interesting products with claims related to radiance, purification, hydration, cleaning, matification, pores, clays, nutrition, refining, peeling, exfoliation, purification, firming, recovery, oil-control, renovation, among others.

COLOUR COSMETICS: The world’s first men’s makeup store – War Paint for Men – opened in London in July. In the store, we can find everything from bases, bronzers, to beard and eyebrow fillers. Founder Danny Gray mentions that he created the brand in response to his own experiences, about which he says: “When I was 15 years old and I started getting blemishes like most people, I went to see my sister and used her concealer, and it changed my life forever”. Gray has managed to see a connection between men’s makeup and mental health and is actually partnering with The Lions Barber Collective, a group of non-profit barbers trained in mental health support to help prevent male suicide. We are facing “The golden age of male makeup”, as indicated by a publication of the newspaper El Pais in Spain in July. This trend has been driven by social media and video calls, which make us more aware of our appearance. We are seeing innovations in formats such as blur stick, nail lacquers, eyeliner, tone unifying moisturizers, eyebrow pencil, concealer, bronzer, foundation, stick makeup, eyebrow and eyelash gel and primer among others.

REGI-MEN: The pandemic is making men start taking better care of their skin. Now we see the design of special routines for men’s facial care for the treatment of dark circles, wrinkles, spots, along with signs of fatigue and stress on the skin.

SKIN POSITIVE: This movement teaches us to love our blemished skin. Thanks to the pandemic, men have been able to understand more diverse ideals of beauty, knowing the reality beyond the perfect figures that we have followed for so long and above all, understanding that not everything we see on social networks is true. This movement aims to teach us to feel good about our skin imperfections, scars, pimples, blemishes, pores and wrinkles. #Skinpositivity is gaining more and more followers amongst influencers and celebrities. Reducing the effects of toxic masculinity in our perception is also beginning to be a trend and cosmetics play a fundamental role in this goal.

BLEACHING AT HOME: Tutorials to bleach hair at home are in trend, which is driven by celebrities, for example, David Beckham a few days ago posted a freshly bleached look on Instagram and his children Cruz and Romeo wore two shades of pink and emerald respectively.

GROIN GROOMING: Proper groin skincare is also on-trend, as, if not properly maintained, it can create conditions for the growth of bacteria and fungi. Sweat can cause groin itching, chafing, and strange odours. We are seeing very interesting innovations in this category, like moisture-wicking underwear, anti-chafing lotions that are interesting formulations because these creams have starch and soothing actives, starchy sprays that can be rubbed on the thighs and other places, electric pubic hair razors that are more delicate and prevent cuts, antimicrobial oils, wipes for the groin area, gels and soaps for the intimate area with prebiotic and postbiotic active ingredients and healing creams that relieve irritation, dryness and skin chafing.

MEN MASKNE: As we know, products and treatments to treat maskne are currently on the rise and this is also a problem that men are experiencing since male skin produces more sebum and has more open pores. We are looking at the market for specialized maskne treatment products for men.

CLEAN BEAUTY: In the market, we are seeing an increase in the demand for products in this concept, the consumer is looking for more natural, organic, cruelty-free and chemical-free products that can be harmful.

Clearly, the pandemic and the new reality in which we live in are driving some categories of male hygiene and beauty that undoubtedly represent a great opportunity for the development and transformation of the cosmetics industry. The possibilities are many and the investment is already generating profits for several brands. Is yours among them?

Read more market trends from John Jimenez:

• What are the latest Vegan Beauty trends and why are they on the rise?
  
• Biohacking and the new trends in cosmetics
  
• From Anti-Ageing to Pre-Ageing: The next beauty trend

Veggie is the new lifestyle. It became known as the green revolution and today it is a consolidated trend. The vegan food market has a value of U$ 14.2 billion in 2018 and has a projection of U$ 31.4 billion for 2026 with a CAGR of 10.5% for the period between 2019 and 2026. Within this group, the market for plant-based proteins will grow at a value of U$ 9.43 billion by 2026, which is also inspiring innovation and differentiation in the cosmetic field. The veggie trend has reached the European Parliament, which last October debated and rejected Amendment 165, which sought to prohibit that meat made from vegetables be called hamburgers or sausages. On the other hand, a March report from plantbasednews.org indicates that the vegan cosmetics market will be close to US $ 21 billion by 2027 with a CAGR of 5.1% for the next 7 years. China, the United States, Japan and Canada are the main markets that will drive this boom.

It is also important to consider the differences between veganism and vegetarianism. Although vegetarianism encompasses all those diets in which neither meat nor fish is included, veganism is a type of vegetarianism that goes one step further, since a vegan diet is one in which not only meat is not consumed nor fish, but all those foods of animal origin are excluded. That is, a vegetarian has “permission” to eat eggs, milk, honey, etc. A vegan, no.

This growth is driven by growing concerns and insecurities generated by the pandemic and increased consumer awareness of animal suffering and animal testing. Therefore, vegan cosmetics have two approaches, firstly, to develop and adopt natural substitutes based on plants and vegetables for active ingredients and excipients of animal origin, such as some proteins and derivatives, that is, if a product has dairy derivatives or beeswax it cannot be considered vegan. Secondly, the cruelty-free concept is supported by the vertiginous development of alternatives to animal experimentation and the 3Rs of Russell and Burch (Refinement, Replacement and Reduction, concept created in 1960). Now we see a great offer of alternative methods that avoid animal suffering. The challenge is that none of the ingredients or the formula is tested on animals. In fact, several countries have already regulated this aspect and have laws that prohibit the testing of cosmetic products on animals.

Consumers of vegan cosmetic products want to adopt natural substitutes based on plants and vegetables in their diet, the products they buy, the causes they support and of course, the cosmetics they use. So, we ask ourselves, how is the vegan consumer evolving due to the new reality in which we live? Consumers of beauty products increasingly value naturalness and it is for this reason that vegan cosmetics are booming and growing. We can say that after the effectiveness of the product, naturalness can be the second driver of purchase. Vegan formulas use raw materials of botanical, vegetable and mineral origin in some cases. Next, we are going to see very interesting trends in the vegan field.

Vegan hospital: Beirut opens the world’s first vegan hospital. The management of the Hayek Hospital has decided that it will no longer offer its patients animal products and becomes the first vegan hospital in the world, they started on March 1, 2021. For this reason, the hospital will no longer offer patients products such as ham, cheese, milk and eggs. The portal buenoyvegano.com indicates that serving meat in a hospital is like serving cigarettes since three out of four emerging infectious diseases come from animals. Now we will begin to see foods such as pita, hummus, falafel and beans on the patient’s menu. Statistics indicate that a vegan diet could prevent 5.86 million deaths in 2040. This milestone undoubtedly marks the beginning of a new trend, in which cosmetics will also have an opportunity since there are many cosmetic and hygiene products that are used in hospitals. On the other hand, Australia proposed opening the first school with a vegan philosophy in 2021.

Vegan diet for dogs: Those of us who have had dogs know that they love meat. I had Cobby many years ago, he was a Siberian husky and yes, he liked meat, but the most curious thing is that he loved to eat tomatoes. Yes, tomatoes. They were his favourite food and his weakness (even more than meat). Dogs can eat a plant-based diet, and vegan dog food is all the rage this year.

Celebrity brands: The vegan cosmetics industry is being driven by a host of celebrities. There are famous singers, models and artists who are launching cruelty-free cosmetic brands. They also promote love and care for our animals.

Eau de Cashew: Je t’aime, fromage. This month the first vegan cheese scented perfume was launched. Vegan cheese brand Miyoko ventures into the world of fragrances with a new line of flavourings inspired by vegan cheese. They will initially have three scents: Aged English Farmhouse, Fish-Free Lox, and Vegan Roadhouse. The brand will soon launch other products, such as soap, facial cleanser, eye serum and body wash made with 100% organic cashew nuts.

Vegansexuals: This is an interesting term that has started to be in trend in the networks for a few months. These are people who only have relationships with others who are also vegan. There are ethical, physiological, nutritional and personal care reasons, including the use of cosmetic products that can be shared, that explain this trend.

Edible Beauty: Beauty from within is a concept that has become popular on all continents, increasingly gaining the interest of functional food and nutraceutical companies. This market also demands vegan alternatives, mainly nutritional actives derived from plants with proven anti-ageing benefits.

The three Ss – stress, sleep and skin: Due to the pandemic and the stress we are experiencing because of the confinement and quarantines, vegan cosmetic products have a great opportunity to demonstrate benefits related to the effect of stress and lack of sleep on the skin. The 3 Ss are presented as a great opportunity for innovation in this current scenario.

Veganbiotics: We are seeing new vegan technology on the market with proven action to regulate the microbiome and claims related to soothing irritations, sensitive skin and itching.

Vegan & Clean Beauty: Two fascinating concepts that are mixed to create synergies and innovative formulations in skincare, personal care, fragrances and makeup.

Solid cosmetics – the great opportunity: Solid cosmetics is also presented as an interesting field for vegan products, since we find shampoos, deodorants, conditioners, facial cleansers, mouthwashes, among other types of products. They are products that can last a long time and in some cases have zero plastic. We see new concepts on the market, such as solid micellar water, solid toothpaste and powdered perfumes.

Respect for animals is essential to guarantee the proper development of societies. Cosmetics find in the vegan world a great opportunity for innovation and differentiation since this is one of the segments with the greatest growth potential. Statistics say that 59% of Gen Y and Z consumers prefer more environmentally-friendly cosmetic products. Vegan Beauty will undoubtedly be a standard for the consumption of cosmetic products in the future.

Want to hear more about the latest marketing trends from John Jimenez? Have a look at all his published articles on Connect.

Innovation in cosmetics is exciting because it is an ally of beauty. I recently read an insight that a big company published that inspired me to write this column and it says: “more than half of people think that the beauty industry can make people feel left out.” I have been working in the area of ​​cosmetic product innovation for 20 years and I can say from all the magnificent experiences that I have had during this time that beauty is definitely a universal right. Beauty is multicultural. Beauty does not distinguish between races, ages, colours, regions, countries, and genders. Beauty has no expiration date. In the huge universe of inclusion, we see many opportunities for innovation that companies and brands are taking advantage of to fulfil that insight and create new blue oceans in the market. Following, we will look at some of the most interesting trends.

The future of skincare is written in neutral: Colours, names, packaging designs, textures, fragrances… the new positioning in skincare is written in neutral and we see very interesting non-binary proposals that are gaining ground. Brands are developing more fluid concepts that focus on benefits.

Chemotherapy patients: In 2017, 17 million people in the world were living with cancer. That number is expected to double by 2030. Patients receiving chemotherapy have more sensitive, dry and infection-prone skin with few skincare products designed especially for them. In 2019, the world’s first line of cosmetics developed specifically for chemotherapy patients was launched, in its objective they indicate “it is not about glamour or vanity. It’s about giving people the opportunity to feel like themselves again, not like a cancer patient.”

Positive beauty: Recently a well-known brand announced that it will remove the word “normal” from all packaging and advertising. The new beauty begins to be equitable and inclusive.

Bald men: They know that it is very important to maintain the care of the skin as well as the scalp. This is a growing segment and generally underserved by cosmetic brands.

Mature models: The Laura Geller makeup brand announced in February that from now on all its models will be exclusively over 40 years old.

Bipoc beauty (black, indigenous and people of colour): This acronym first appeared on Twitter and was made popular in 2020 by the death of George Floyd. This trend is one of the most important for this year and there are very nice opportunities to innovate in this segment.

Afronatural and the vindication of afro hair: This movement has gained considerable strength in social networks and has become a symbol of freedom and power.

Frida Kahlo 2021: This trend is gaining popularity among women in several countries and consists of not plucking the eyebrows and moustache. Eldina Jaganjac from Copenhagen has been a trendy topic since, due to the pandemic, she decided not to wax these areas any more. She says her appearance and confidence have changed since she decided to grow facial hair.

Life is not just one colour: Can you imagine seeing life only in black and white? Makeup brands are innovating in broader and more inclusive colour charts.

Disability-friendly beauty: For example, we are looking at cosmetic products designed exclusively for people who can use only one hand.

Beauty & Pride: Supporting the LGBTQ population is a great opportunity for the cosmetic industry. To get an idea of ​​the size of the market and according to LGBT Capital, if globally this community were a country, it would be considered the fourth economy on the planet. This segment is no longer a market niche and is also a great generator of cosmetic trends, always at the forefront and creating novel concepts in cosmetics.

Without borders: There are new brands that develop specific products and provide workshops for people with conditions such as alopecia, vitiligo and anyone with severe scars or burns.

Fluid fragrances: The fragrance category has been one of the pioneers in innovation in fluid concepts and we have seen the evolution from unisex to genderless olfactory profiles. The opportunities are to build more diverse storytelling to capture more elements related to inclusion.

Disruptive identity: People outside of conventional gender standards come out of the ghetto, show themselves boldly, and gain greater political, social and cultural strength. They use extravagance as a means of getting noticed and demanding a more important place in society. Here the drag culture stands out, which is also a generator of trends in cosmetics.

Getting old is wonderful: Models and influencers in cosmetics over 45 years old are becoming very popular and they begin to star in cosmetic campaigns to invite self-care.

Genderless styling: In haircare, we also see new proposals for fluid technologies, concepts, formulations and benefits for styling.

New segments: Inclusion is presented as a giant terrain with multiple dimensions where all people can feel identified. Therefore, cosmetics will begin to provide solutions to segments that were not served before, such as people with visual disabilities, with psychological needs (depression, anxiety, self-esteem), people with various pathologies and other physical limitations that were not attended to.

Diversity, Equity and Inclusion (DE&I): What will the post-Covid world be like? The projections indicate that the concepts related to diversity, equity and inclusion will be key in the recovery of the categories and the market due to the effects of the pandemic. DE&I is a term that is beginning to be a trend in our industry.

Cosmetics are now universal and for everyone. The future is neutral. Without genders, without sizes, without races. Diversity and inclusion are then presented as great drivers and opportunities for innovation in the cosmetic industry.

In Latin America, we can see two different buyers. First, the restricted (those economically affected by the pandemic) and secondly, the protected buyers (those who did not experience financial impact). These two groups have different purchasing behaviours and priorities, resulting in different habits in the hygiene category. Next, we will look at some of the most interesting trends in this category. 

Low-cost stores: These formats are booming throughout the region and present very interesting concepts. In Bogotá for example, it is now common to find low-cost stores in the more exclusive sectors and shopping centres of the city. For restricted shoppers, these stores offer affordable product alternatives and accessible sizes from different categories, such as sanitisers, disinfectants, soaps, shampoos, and other hygiene category products, while for protected shoppers, the opportunity is in the development of family-size packaging and containers that have a good price/quality relation. 

Generation C (Coronavirus): On February 8, Kantar published an interesting article on how the consumption habits of millennials and centennials will change. Financial concerns are clearer among young people. Studies show 43% of this generation feel the need to be more proactive in financial planning, which influences these segments to pay more attention to prices. To reflect this, brands must innovate in new consumer experiences, particularly digital and personalised offers. Personal contact has been drastically limited for this population, they have not been able to travel and perhaps do not know personally their study or work colleagues. That is why there is an opportunity for brands to increase their level of emotional contact with this generation and this is a determining factor for the new concepts in the hygiene category. Brands must act as a role model. 

Soap without soap: This claim will gain popularity in the intimate cleansing category since it is related to products designed for sensitive skin and with a high content of prebiotic, probiotic and postbiotic agents in some cases. Lactic acid is still popular in formulations for this area. 

Intimate moisturiser: We are seeing the launch of special moisturising formulas for the female external genitalia to help improve their texture and appearance, relieve dryness and itching, and increasing well-being. 

Covid-proof hair: The Latin American hair market is one of the most prestigious globally. New formats are trending, such as leave-on sanitisers that have antiseptic properties. Immune hair is a new concept in which we will see in quite a few innovations this year. 

Disinfection 360: In the region, we are seeing innovation in the ​​disinfection-360 concept, which includes disinfectant products that can be used for the soles of shoes, clothing, containers, food, fruits, hands … this type of format is gaining popularity, since they allow practicality. 

Safety obsession: Consumers demand non-contact services, exceptional sanitation standards, and products that improve hygiene and immunity. Skin immunity is a concept with a great opportunity for innovation for products in the hygiene and cleaning category. 

Intimate cloths: New launches of intimate cloths for the intimate cleaning of men and women. In this region, we also see differentiated products, such as the launch of panties for the menstrual period, which are eco-friendly, can be washed and allow a certain number of uses. 

Aroma-cleaning: Disinfection, cleaning and sanitisation are claims that will begin to be more present in the launches of perfumes, fragrances and body splash. 

You are showering too much: Recently the BBC news portal published a note where James Hamblin, a specialist in preventive medicine and a professor at Yale University, questions how we bathe and how often. Hamblin is 37 years old and five years ago he made the decision to stop showering. In 2016, he wrote the article “I quit showering, and life continued” in the American magazine The Atlantic, in which he indicates that we spend two full years of our lives bathing and questions how much of that time, money and water is wasted. In 2020, he followed up with another article titled “You’re showering too much”. However, Hamblin is insistent that we never stopping washing our hands with soap. He also released the book “Clean: The new science of skin and the beauty of doing less”. Products which require less water in their production and less water in use, are still all the rage. 

Intimousse: Mousse texture is the “new black”. We are seeing how formulas for cleaning intimate areas are innovating in this format. Users are becoming fans of this sensory experience, which becomes necessary acts of greater care towards ourselves as a result of quarantining. 

Packaging innovations: This year we are seeing concepts such as sustainable packaging, reusable packaging, grab-and-go packaging (containers to arrive, take and leave, are ideal to spend less time in warehouses, restaurants and other points of consumption) and decider packaging (packaging that helps make quick purchasing decisions). 

Hyper-hygiene: The cosmetic industry must be alert to trends being generated by the excessive use of cleaning products. Hygiene habits developed during the pandemic can become a public health problem in the medium and long term and this is a great innovation opportunity for our sector. A recent publication from the Canadian Institute for Advanced Research indicates that the immune system is weakened under extreme cleaning conditions. The skin microbiome and virome are being severely affected by excessive sanitization and dermatological problems are becoming more frequent. Projections indicate that constant hand hygiene will remain the norm in the post-pandemic world and in parallel, we will face the dermatological problems that it will generate. 

Hygiene and beyond… The projection is that the pandemic will continue for a considerable timeThe opportunity for innovation in the hygiene category is wide, including multiple segments and will be very dynamic in the coming years. The post What’s new in hygiene? first appeared on in-cosmetics Connect.]]> https://connect.in-cosmetics.com/trends-en/marketing/whats-new-in-hygiene/feed/ 0 13633 https://connect.in-cosmetics.com/trends-en/marketing/bipoc-brands-digital-detox-and-other-trends-you-should-follow-in-2021/ https://connect.in-cosmetics.com/trends-en/marketing/bipoc-brands-digital-detox-and-other-trends-you-should-follow-in-2021/#respond Wed, 27 Jan 2021 09:28:01 +0000 http://ec2-52-48-9-53.eu-west-1.compute.amazonaws.com/?p=13490 I recently read a piece of news on the web that inspired me to write this column and is related to a great teaching by Albert Einstein. It turns out that, in 1922, while he was lecturing in Tokyo, a hotel employee came by to deliver a message. Einstein searched his pockets but had no […]

In Brazil, there is no specific regulation that defines the criteria for natural or organic cosmetics, for that reason, every company which desires to regularise their products are subject to the same requirements as conventional cosmetics. The Brazilian Health Regulatory Agency (Anvisa in Brazilian Portuguese) is the body that regulates the manufacturing of cosmetics in the country and defines guidelines and technical requirements for the making of these products.

According to the Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry (ABIHPEC in Brazilian Portuguese), since 2011 they have been hosting discussions on organic ingredients and cosmetics that take place within the Brazilian Association of Technical Standards (ABNT), through the study commission ABNT/CE-57:003.04. As from these discussions, the ABIHPEC internalised the ISO 16128, which sets important concepts that can be applied to the sector’s products. They are as follow:

– Natural and natural derivative;
– Mineral and mineral derivative;
– Organic and organic derivative.

This ISO is divided into two parts. The first part was published in 2016 and presents a definition guideline for organic and natural cosmetic products and ingredients. The second part, however, deals with the criteria which need to be met so that the ingredients and cosmetics are classified according to the definitions described in part one.

According to the ABIHPEC, that text was produced to align the language used amongst different countries. Before ISO 16128, there were no exclusive criteria to define natural or organic ingredients, nor to determine the natural index of a cosmetic product thus leading into a lot of confusion as there are several conflicting certification standards.

Even amidst searching for advancement, it is undeniable that the natural and organic sector has been constantly growing in Brazil and the World. Recent research by Euromonitor International, “Beauty and Personal Care Voice of the Industry”, forecasts that in the next 5 years there will be 3 main world trends in the beauty sector: digital engagement, appreciation of products with organic and natural properties, and ethical positioning. The research also highlights the role of inspiration in independent brands and the appreciation of new ingredients and formulations.

To the chemical engineer Renata Franco, cofounder of the training platform Cosmetologia do Bem, in the absence of specific laws for the regulation of natural and organic cosmetics in Brazil, several companies resort to national and international certifying bodies to give their products a certification that proves the properties of their cosmetics: “When a consumer sees a certification stamp, they understand that product is certified by a certifying body and,
depending on the trust they hold on that institution, they are certain that that cosmetic has been approved by the certifier’s guidelines and requirements to be considered organic”, explains the specialist.

To Renata, one of the most important things in the manufacturing of organic and natural cosmetics journey is to be transparent with the consumer and give them the power of choice. She warns about companies that use greenwashing, making false advertising, relating the product to the natural world by using green colour on their
labels, or claiming that their product is organic when, in fact, it keeps the traditional formula, which makes the consumer confused.

In this advance in legislation movement, that benefits the consumer of cosmetics, there is a recent resolution published by Anvisa that forces manufacturers to make the composition of formulas available in Portuguese on the labels of personal hygiene, perfumery and cosmetics products. The measure will be in place as from the 5th of November in 2021 and it will cover all cosmetics, not just green ones.

“I like to point out that information is the first step for transformation. We play a very important role in that because our mission is to bring more and more information to people. The more knowledge, the less susceptible to deviation, misleading labels, marketing, so on and so forth, the consumer is. I think it’s a win-win situation when we have consumers who are increasingly aware, wise and informed”, wraps Renata.