Brazil is becoming the darling of the beauty industry, capturing the attention of a growing number of international companies. Already the third largest in the world, the Brazilian cosmetic & personal care products market is predicted to overtake Japan to take number two position by 2020. However, Organic Monitor research finds not all international brands will be successful because of the peculiarities of the Brazilian market.
Brazilians strong affinity to beauty products is well-known. However, what is less understood is that Brazilians are fashion and eco-conscious. GfK research shows that over half of Brazilian consumers consider the environmental impact of cosmetics when purchasing such products, the highest for any country. When Brazilians were asked about the most sustainable firms, Natura Brasil was top of their list. Unlike other parts of the world, beauty has a strong association with green in Brazil.
This is partly because of the strong green credentials of Brazilian beauty firms. Natura Brasil, the largest cosmetics company in Latin America, is widely recognised as the most sustainable beauty firm in the world. It was ranked number 2 in a global survey of the 100 top sustainable corporations (Corporate Knights, 2013). Natura Brasil specialises in natural-based cosmetics, with many ingredients ethically sourced from the Amazon. It has undertaken many sustainability initiatives, and is the only large cosmetics company to become carbon-neutral.
Group Boticario, the second leading cosmetics company in Brazil, is also very active in CSR and sustainability. It set up the Boticario Group Foundation for Nature Protection in 1990. The foundation protects over 11,000 hectares of Atlantic Rainforest and Cerrado, two of the …
