Competitive Landscape
Boticário and Natura Strengthen Leadership through Fragrance Innovation
The men's grooming landscape in Brazil has two clear leading manufacturers, with Boticário holding the largest share of 22%, followed closely by Natura Cosméticos with 21%, in 2025. These two companies have expanded their shares over the 2020-2025 period, reflecting their sustained competitive advantage.
Arabic Fragrances and Premium Launches Drive Niche Growth and Opportunity
Emerging companies specialising in niche offerings, particularly in men's fragrances, are gaining traction in Brazil. Arabic fragrance brands such as Lattafa, although still less established compared to their female fragrance counterparts, are increasing their visibility and relevance within men’s fragrances.
Mk Men Offers Science-Backed Skin Care
Mary Kay’s MK Men line epitomises the shift towards performance-driven, longevity-focused grooming by combining science-backed skin care with practical routines tailored for male skin. The range centres on cleansing, hydration and daily protection, featuring products like facial cleansing gels and moisturisers formulated for thicker, oil-prone skin.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Brazil - Category analysis
Key Data Insights
Intentional Consumption Drives Steady Growth Amid Inflationary Pressures
Intentional Consumption Drives Steady Growth Amid Inflationary Pressures
Men’S Fragrances Lead Sales in What Is the World's Number Two Men's Grooming Market
Natura Leverages Experiential Barbershops to Broaden Inclusive Grooming Appeal
Brazilian Men Adopting Science-Led, Performance-Driven Grooming Will Drive Steady Growth
Men’S Fragrances to See Fastest Growth through Inclusivity and Experiential Retail
Men’S Toiletries Benefits From Practical, Science-Backed Formulations
Boticário and Natura Strengthen Leadership through Fragrance Innovation
Arabic Fragrances and Premium Launches Drive Niche Growth and Opportunity
Mk Men Offers Science-Backed Skin Care
Direct Selling Leads with Consultative Reach as E-Commerce Gains Traction
Bath & Body Works and Rd Saúde Pioneer Premium Experiential Retail Formats
E-Commerce Reshapes Purchasing with Convenience and Targeted Product Focus
Beauty and Personal Care in Brazil - Industry Overview
Selective Consumption Sustains Growth Amid Economic Caution and Digital Transformation
Key Data Insights
Selective Consumption Sustains Growth Amid Economic Caution and Digital Transformation
Arabic Fragrances Redefining Consumer Routines in Dynamic Fragrances Category
Lifestyle-Driven Beauty Propels Category Evolution with Digital and Ritual Innovations
Manufacturers Adapt to Tax Reform and Emerging Consumer Segments to Sustain Growth
Mass Segment Will Polarise around Clear Propositions
Social Commerce and Creator Economy to Reshape Retail and Brand Strategies
Leading Manufacturers Consolidate Positions Amid Evolving Consumer Preferences
Mergers and Acquisitions and Innovation Accelerate Market Evolution, Creating Strategic Growth Avenues
Offline Retail Dominance Challenged by Rapid E-Commerce Growth in Brazil
Social Commerce and Shoppertainment Reshape Retail Dynamics with Immersive Experiences
Retail E-Commerce Accelerates Growth by Combining Convenience and Content-Driven Discovery
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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