Accelerated growth in Brazilian cosmetics exports to the USA.

Analyzing data on the Brazilian trade balance over the last 12 years, for the cosmetics and hygiene products sector, the growth in exports to the United States of America (USA) from 2020 is notable. The highest export value, in dollars , prior to this date occurred in 2014, which totaled a value of US$24.6 million in exports, since then this number began to decline to the level of US$18.7 million in 2019, however, it achieved significant growth in the following years, ending 2023 with a value of US$34.6 million.

With the coronavirus pandemic, it is no surprise that sales on digital platforms, e-commerce, have gained prominence, along with the arrival of multinational companies in the Brazil sector, which has facilitated the export and commercialization of Brazilian products. An example of these companies is Amazon, which started the Global Sellers program in Brazil in 2020, providing a gateway to sales abroad.

The Brazilian cosmetics and hygiene products sector closed the year 2023 with US$911 million in exports to the whole world and since 2020 it has presented a surplus in the trade balance, a fact that has not been observed in the last 12 years. In terms of the USA, the sector ended 2020 with US$23.0 million, US$4.3 million more than 2019 (18.7 million), compared to 2023 (US$34.6 million), grew 85% compared to 2019.

Exports from the Brazilian sector to North America (USA, Canada, Mexico) represented 14.9% in 2023, being the 3rd region with the largest share, behind South America and the countries that make up Mercosur.

Source: Export and import data for HPPC products (Brazil) - Interactive platform of the Setorial Beautycare Brasil project in partnership with ABIHPEC and ApexBrasil.

Among the sector's products, the categories that gained prominence in sales to the USA in 2023 were:

• Hair products: with a share of 59.8% (US$20.7 million);

• Skin creams, tanning products and skin protectors: with a share of 14.4% (US$5 million);

• Soaps: with a share of 11.8% (US$4.1 million).

Turning attention to the categories of Hair products and Skin creams, tanning products and skin protectants, these have shown constant growth in exports since 2020 to the present day, as can be seen in the graphs below.

Hair Products

Skin Creams

Source: Export and import data for HPPC products (Brazil) - Interactive platform of the Setorial Beautycare Brasil project in partnership with ABIHPEC and ApexBrasil.

The next graph shows the evolution of the entire export sector to the USA in recent years. The sector comprises products from the following categories:

• Skin creams, tanning products, skin protectors

• Cutlery;

• Disposables;

• Deodorants;

• Brushes, combs and brushes;

• Fragrances;

• Oral hygiene;

• Makeup and talcum powder;

• Razor preparations and blades;

• Condoms;

• Hair products;

• Soaps;

• Tissue (toilet paper, handkerchiefs, paper articles).

Source: Export and import data for HPPC products (Brazil) - Interactive platform of the Setorial Beautycare Brasil project in partnership with ABIHPEC and ApexBrasil.

Without a doubt, the demand from foreigners for products in the cosmetics and personal hygiene sector manufactured in Brazil is already a reality and the trend is for exports to grow in the coming years. SC Consulting is capable of helping your company enter the North American market as well as other territories.

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