In recent years, skincare has evolved from a mere aesthetic trend into a true reflection of cultural, social, and economic shifts in Brazil. By 2025, skincare is seen as an act of self-care, well-being, and even ethical positioning. But what lies behind this phenomenon? And how does market research help us understand this new behavior?
Skincare as a National Habit
A study by MindMiners revealed that 76% of Brazilians have incorporated skincare into their daily routines. Among women, this number rises to 88%; among men, 64%. This shows that self-care has become a widespread habit, going beyond traditionally female audiences and upper classes. Additionally, the average annual spending on skincare products in Brazil is R$ 237, according to Kantar. The dominant demographic includes women from the A and B social classes—working mothers with combination or brown skin.
Trends Shaping Consumption in 2025
Market research has been essential in identifying the main trends driving the skincare sector in Brazil:
1. Personalization with Artificial Intelligence
So-called “Beaut-AI” is on the rise. Technologies like smart mirrors and skin analysis apps offer tailored product recommendations. In Brazil, 62% of consumers are willing to pay more for hyper-personalized skincare products.
2. Sustainability and Natural Ingredients
More than 60% of Brazilians actively seek beauty products with eco-friendly ingredients. Environmental trust influences 69% of behavior among environmentally conscious consumers.
3. Multifunctional and Practical Skincare
With increasingly busy routines, consumers are looking for products that deliver multiple benefits in a single step. Efficiency and convenience are top priorities.
4. Influence of Social Media
Platforms like TikTok have fueled interest in skincare, especially among Gen Z. The search for authenticity and sensory experiences is shaping purchasing behavior.
The Role of Market Research
Understanding these trends is only possible through market research, which provides valuable insights into consumer behavior. It enables brands and companies to anticipate demands, adjust strategies, and develop products aligned with public expectations.
Skincare in Brazil in 2025 goes far beyond aesthetics—it’s a form of self-care, environmental consciousness, and a pursuit of well-being. Market research remains an essential tool for decoding this behavior and guiding the industry toward innovations that meet real consumer needs.
Sources: MindMiners, Kantar, Sebrae RS, Mercado & Consumo, Ecommerce Brasil, Ecommerce Update, BeautyBuzz, O Hoje.
