Why beauty brands shouldn’t miss out on Black Friday Brazil 2024

The most important date on the global e-commerce calendar is just around the corner – Black Friday! This year, the event falls on November 29, marking a key moment for shoppers and businesses alike. As Black Friday continues to grow in significance across Latin America, particularly in Brazil, it presents an incredible chance for international sellers to tap into one of the fastest-growing e-commerce markets in the world. Beauty products, in particular, are among the most sought-after categories during Black Friday, providing a prime chance for brands to capture attention and drive sales.

Keep reading to find out how you can boost your cosmetics and perfume sales in Brazil this Black Friday and take your cross-border business to the next level.

The importance of Black Friday in Brazil

Brazil is the largest market in Latin America and the tenth largest in the world. It currently has a total of 150 million online shoppers and accounts for 57% of e-commerce sales in the region. According to Mordor Intelligence, Brazil’s e-commerce market size is estimated at $52.87 billion in 2024 and is projected to reach $125.68 billion by 2029, growing at a compound annual growth rate (CAGR) of 18.91% during the forecast period (2024-2029).

The intention to purchase during Black Friday has been increasing over the years. Based on annual surveys conducted by the Confederação Nacional de Dirigentes Lojistas (CNDL), in 2023, 87% of consumers surveyed expressed their intention to shop during Black Friday, compared to 79% in 2022 and 57% in 2021. This clearly shows how the popularity of this major event has grown in recent years.

Black Friday 2023 e-commerce revenue in Brazil reached over $1 billion. The average ticket increased by 1.7% compared to 2022, with the average order value being $115. Additionally, items with discounts of 20% or more grew by 4.1%. Also, the number of checkouts registered through e-commerce on Black Friday in Brazil added up to approximately 8.21 million. 

The Brazilian perfume and beauty market

In Brazil, beauty and fragrance are deeply embedded in the culture, reflecting their importance in daily life. Beauty is not just about appearance but a vital part of personal identity and self-expression. Brazilians take great pride in their grooming routines, which include a wide array of skincare and makeup products. Similarly, perfumes play a significant role, with a strong emphasis on scent as a means of making a statement and enhancing one’s presence. This cultural appreciation for both beauty and fragrance fuels a robust market for high-quality and innovative products, making Brazil one of the most influential beauty and fragrance markets in Latin America.

According to Mordor Intelligence, the Brazil beauty and personal care products market size is estimated at $33.14 billion in 2024, and is expected to reach $44.03 billion by 2029, growing at a CAGR of 5.85% during the forecast period (2024-2029).

Brazilian consumers are increasingly opting for organic beauty products, including skincare and makeup, driven by concerns over the adverse effects of synthetic ingredients and a desire for more natural and eco-friendly options. The rise in hair and skin issues, coupled with heightened hygiene practices and pollution in major cities, has further fueled this demand. Consumers are seeking products that not only offer effective solutions for hair and skin care but also embody a commitment to natural and organic ingredients. Additionally, there is a growing interest in innovative and distinctive fragrances, with a focus on unique and high-quality perfumes. This trend reflects a broader shift towards products that align with both personal wellness and environmental values, shaping a dynamic and evolving beauty market in Brazil.

The opportunity for international sellers

According to a study by the Federal Revenue, cross-border purchases—those made on e-commerce sites and marketplaces outside of Brazil—grew by 150% over the last five years. In 2022 alone, more than 176 million items were imported.

Brazil is a key market for major global marketplaces, with approximately 210 million people. Among those who made online purchases in 2021, 68% reported buying from international retailers, according to a survey by Ebit. Popular websites among Brazilians for shopping include Amazon, Mercado Livre, Magalu, Americnas, among others. Additionally, a study published by Bank of America estimates the gross value of cross-border goods in Brazil at USD 4.8 billion, accounting for nearly 21% of the country’s total e-commerce.

Brazilian consumers are increasingly turning to international sources for cosmetics and perfumes, driven by a lack of variety and availability in local markets. They seek a broader selection, diverse price points, and high-quality options that are not always accessible domestically. This trend is particularly evident during major e-commerce events, such as Black Friday, when Brazilians take advantage of significant discounts to purchase their desired products from global retailers. Notably, during Black Friday 2023, sales of beauty products surged by 26.7% on Thursday and Friday compared to the previous year, according to NielsenIQ Ebit, highlighting the growing enthusiasm for cross-border shopping during these key sales periods.

A survey by Confi.Neotrust on the results of Black Friday 2022 indicates that beauty and fragrance products were the second most ordered category in e-commerce between November 24 and 27, following fashion and accessories and preceding food and beverages.

Online marketplaces take the lead

Selling cross-border cosmetics and perfumes in Brazil through marketplaces is a strategic choice for international brands seeking to enter one of Latin America’s largest and most dynamic markets. Brazilian consumers are increasingly looking for diverse beauty and fragrance options that are not always available locally, creating a robust demand for international products. Marketplaces offer a streamlined entry point into Brazil’s complex retail landscape, providing established platforms with extensive reach and localized logistics to facilitate smooth transactions. These platforms also offer powerful marketing tools, analytics, and customer insights that can help brands effectively target and engage Brazilian shoppers. By leveraging these marketplaces, sellers can quickly gain visibility, build trust, and tap into the growing appetite for high-quality, global beauty products in Brazil.

The easiest way to expand your beauty business to Brazil for Black Friday

Are you an international seller looking to sell beauty products and perfumes online in Brazil, but don’t know where to start? Don’t worry, nocnoc has the perfect solution for you.

nocnoc has developed a 360-degree solution that allows sellers to expand their products to Brazil and four other countries, including Mexico, Argentina, Colombia, and Chile, through over 15 leading international marketplaces in the region, such as Amazon, Mercado Livre, Carrefour, Magalu, among others.

You don’t have to worry about anything; we take care of everything for you, from international shipping to publishing your catalog, optimizing your listings, translations, customer support, regulations, taxes, and launching effective marketing campaigns that will boost your sales. All you have to do is wait for your sales to come in!Ready to boost your sales this Black Friday and see your cross-border business grow? Sign up now and start selling in less than 48 hours!