The beauty and personal care industry in Brazil accounts for approximately 2% of Brazil's Gross Domestic Product (GDP), making it the world's third-largest consumer market. In 2025, this industry achieved a historic milestone by surpassing $1 billion in exports for the first time, consolidating Brazil's strategic position in the global market. This achievement not only marks the best performance since records began in 1997 but also aligns with the industry's new positioning focusing on holistic care for consumers' physical, mental, and social well-being.

According to statistics from the Foreign Trade Secretariat of Brazil (SECEX/MDIC), compiled by the Brazilian Association of Personal Hygiene, Perfumery, and Cosmetics Industry (ABIHPEC), the cumulative export total of such products reached $1.061 billion during the period from January to December 2025.

Compared to the previous year, the industry saw a significant year-on-year export growth of 20.1%, with the total export value of these products for the full year of 2024 at $884 million. This growth not only demonstrates the resilience of the Brazilian beauty and personal care industry in global challenges but also proves that the quality of Brazilian products in this category is gradually gaining recognition in international markets.

Ricardo de Nóbrega, the Foreign Trade Manager of ABIHPEC, stated, "It is imperative to emphasize the continued collaborative actions between this industry and the Brazilian government to highlight the strength and importance of our industry in foreign trade. We are committed to reducing technical trade barriers and promoting substantial reductions in export taxes and fees. Furthermore, the improvement of logistics infrastructure is crucial for enhancing the competitiveness of Brazilian products internationally."

Looking ahead, ABIHPEC plans to accelerate negotiation processes, drive down non-tariff barriers, and harmonize technical standards to further expand the influence of Brazilian beauty and personal care products in other markets, ensuring that the record set in 2025 is just the beginning of many new milestones for this industry.

The international success of the Brazilian beauty and personal care industry is built on innovation and sustainable development. The rich diversity of Brazilian flora, coupled with continued high levels of research and development (R&D) investment, allows companies to develop unique formulations that meet strict international quality standards.

In 2025, Brazilian beauty and personal care products were exported to nearly 200 countries and regions. Latin America remains the primary export destination, accounting for approximately 80% of the total exports. Geographic proximity and similar consumption habits aid Brazilian brands in deeper market penetration. Argentina stands out as a major importing country for Brazilian products in this category, with a share of 20.9%.

Additionally, Brazilian-produced hair care products further solidified their dominant position in exports, becoming the core engine of growth in 2025. The export value of hair care products during 2025 reached $301 million, marking a 29.8% year-on-year increase. Brazil's expertise in hair care is globally renowned. Other standout categories include: Soaps: $170 million in exports (a 17.0% year-on-year increase); Oral hygiene products: $115 million in exports (a 6.7% year-on-year increase).