COMPETITIVE LANDSCAPE
Taiff-Proart and Britânia lead through brand strength and expansion
Personal care appliances in Brazil is concentrated, with the top two companies, Taiff-Proart Distribuidora de Produtos e Beleza Ltda and Britânia Eletrodomésticos SA, holding significant shares. In 2025, Taiff-Proart’s share was 29%, while Britânia's share was 18%.
Mondial gains household penetration through strategic expansion
Mondial's creation of a new business area called Belezamondial reinforced its presence in personal care appliances in retail volume terms in 2025, and demonstrated its commitment to this category. Mondial's investment in publicity efforts and product development further supported its growth.
Stability paves the way for strategic growth and digital expansion
There were no notable mergers or acquisitions in 2025, and none are anticipated in 2026. The absence of significant M&A activity suggests a stable competitive landscape in the short term.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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 Personal Care Appliances 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 Personal Care Appliances 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 Personal Care Appliances in Brazil?
- Which are the leading brands in Brazil?
- How are products distributed in Brazil?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Brazil - Category analysis
KEY DATA FINDINGS
Wellness, e-commerce, and innovation propel growth for personal care appliances
Personal care appliances sees sustained growth on economic strength and female spending
Health and wellness drive sales growth
Direct-to-consumer sales become increasingly important
Growth expected as disposable incomes rise and urbanisation continues
Electric facial cleansers set to drive growth through innovation
Urbanisation and direct-to-consumer investment to reshape distribution
Taiff-Proart and Britânia lead through brand strength and expansion
Mondial gains household penetration through strategic expansion
Stability paves the way for strategic growth and digital expansion
Offline dominance meets retail e-commerce growth in personal care appliances
Magalú and AliExpress partnership signals new era for retail e-commerce in Brazil
Regional retailers poised for growth in personal care appliances due to cost efficiencies
Cordless and portable solutions drive product innovation
Business impact of cordless and portable solutions
Consumer Appliances in Brazil - Industry Overview
Discerning consumers and urbanisation drive continued expansion in consumer appliances
Stable growth driven by brand competition and consumer awareness
Refrigeration appliances dominates major appliances, personal care appliances small appliances
Air conditioners sees dynamic growth, driven by urbanisation
Striking a balance between attracting consumers with lower prices and maintaining quality
LG and Electrolux will contribute to growth through local production
Dishwashers set to lead growth in major appliances due to low penetration
Health and wellness trend to drive growth in personal care appliances
Midea and Britânia maintain their leading positions through strategic investments
Companies respond to the threat from the rising number of Asian brands
Strategic partnerships and localisation drive growth
Offline retailers remain dominant despite retail e-commerce growth
E-commerce platforms drive sales in remote regions
Price-convenient innovations attract mainstream consumers and bigger families
Premiumisation through innovation exemplified by Samsung
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
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 Personal Care Appliances research and analysis database.
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