What you need to know

Brazil is characterized by ethnic diversity, which represents a challenge for brands as they need to develop solutions for different types of skin. The survey conducted for this Report indicates that Brazilians are increasingly aware of skin exposome, which includes both external and internal factors that can be harmful to the skin health. In addition to being one of the largest markets for sunscreens, Brazil is also a potential market for innovations that offer pollution and blue light protection.

The COVID-19 pandemic has intensified consumers’ emotional instability and stress, and has affected skincare routines. Consumers have demonstrated a greater concern over hygiene and cleanliness, and the use of face masks represents a challenge, especially because one quarter of Brazilians have experienced acne during the pandemic. The new routines generate a space for innovations that help consumers keep their skin healthy and protected in medium and long term.

Key issues covered in this Report

  • The impact of COVID-19 on facial and body skincare

  • How the market will fare in the post-COVID-19 slowdown

  • Skin color and its influence on the usage of skincare products and concerns over harmful elements to the skin

  • Interest in claims, usage behavior and attitudes toward sunscreen

  • Skincare product innovations during and after the pandemic


This Report analyses Brazilian consumers’ behavior toward facial and body skincare, including the comparison of skin disorder occurrence before and during the pandemic. It also covers consumer awareness about harmful elements to the skin and usage of facial and body skincare products, with a special focus on the sunscreen category.

Consumer data is based on a survey conducted with 1,500 Brazilians from different demographic groups, and covers retail sales of the following products:

  • Facial and body cleansers (liquid, soap bar)

  • Facial and body moisturizers (including those for hands and feet)

  • Facial and body sunscreens

COVID-19: Brazil context

This Report was finished on November 9, 2020, in a scenario of gradual reopening of shops, services and outdoor leisure spaces (eg parks and beaches). Restrictions and measures to contain the spread of the coronavirus, however, are still in place, including the use of face masks.

The first COVID-19 case was confirmed in Brazil on February 26, 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic and on March 21, São Paulo – the city with the highest number of confirmed cases – decreed quarantine.

Across Brazil, state-level stay-at-home orders rolled out from March to June. After this period, non-essential businesses such as restaurants, beauty salons and shopping malls were allowed to reopen with restrictions in different states. Parks and beaches were also reopened. In the State of São Paulo, despite the authorization for schools and universities to reopen, municipalities have autonomy to decide on the matter. In the state educational network, only high school and young and adult education students went back to class. Nevertheless, at the time of writing, these orders remain extremely varied across the country, depending on governors’ evaluations of the pandemic situation and also considering states’ health indicators.

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