For the 10th year running: Natura holds 17.7% of Brazil’s cosmetics market and Avon leads makeup with 16% share, together reaching ¾ of Brazilian households.
Despite a challenging macroeconomic environment and growing fragmentation in the beauty sector, Natura has reaffirmed its position as the leader in Brazil’s cosmetics market. According to the 2025 consolidated report by Worldpanel by Numerator, the brand closed the year with 17.7% value market share, retaining the top spot in the country.
Fragrance: Natura’s core strength
Fragrance stands as the main pillar of Natura’s portfolio. In men’s fragrance, the brand ended 2025 with a commanding 45.8% value share — meaning nearly half of all Brazilian household spending on men’s fragrances goes to Natura. In women’s fragrance, Natura holds second place with 38.2%, while leading in children’s fragrance with 27.6%.
Avon ranks third in the fragrance segment. Together, Natura and Avon account for 44.8% of total fragrance sales in value, with complementary positioning that allows the group to capture a wide range of consumer profiles.
The gift of choice: Natura leads gifting
Natura also leads the Cosmetics Gifts category with a 34.2% share and holds a strong position in Body Creams within gift channels, reaching 37.9% value share. The brand is present in nearly 70% of Brazilian households.
“Natura is the most chosen cosmetics brand in Brazil because we’ve built a portfolio of strong, clearly differentiated brands. Our outstanding ‘giftability’ is the ultimate proof of that strength: consumers choose to gift with Natura because the brand carries a recognition and reputation that add value to the gesture of care.” — Tatiana Ponce, CMO and VP of Innovation at Natura and Avon
Looking ahead, Natura’s strategy focuses on strengthening iconic brands Essencial and Kaiak in fragrance, alongside the leadership of Ekos and Tododia in body care. The Aura Alba line, launched in 2025, is already establishing itself as a powerhouse within the portfolio.
Avon: a decade at the top of makeup
Avon closed 2025 marking its 10th consecutive year as the top-selling makeup brand in Brazil by value. The brand holds 16% market share in the segment, with more than 30 million units purchased by Brazilian consumers in the past year alone.
In facial creams, Avon also shows strong performance, reaching 17.8% value share by the end of 2025. The brand’s 2026 repositioning presents it as a Femtech company, combining deep knowledge of the female universe with investment in agility and technology applied to beauty.
“Avon’s 2026 repositioning marks the consolidation of a new era, presenting the brand as a Femtech. This evolution reflects the union of deep knowledge of the female universe with investment in agility and high technology applied to beauty.” — Tatiana Ponce, CMO and VP of Innovation at Natura and Avon
Together, covering the full beauty pyramid
Together, Natura and Avon are present in nearly three-quarters of Brazilian households that purchase cosmetics. The group’s omnichannel strategy connects the strength of relationship-based sales with the reach of physical retail and e-commerce.
“The integration of Natura and Avon portfolios enables full coverage of the beauty and personal care consumption pyramid. This synergy consolidates the group as the player with the largest market participation and household presence in Brazil.” — Tatiana Ponce, CMO and VP of Innovation at Natura and Avon
Brazil’s cosmetics market grew 6% in value in 2025, a slowdown compared to the 13% expansion recorded the previous year, reflecting a more restrictive macroeconomic environment.
Event Info
- Source: Worldpanel by Numerator | Consumer Panel
- Metric: Value Share | T. CFT (Soaps, Facial Cream, Body Cream and Body Oil, Deodorants, Hair Care, Fragrance, Makeup, Sun Protection and Shaving Products)
- Channel: Total Direct Sales
- Period: Full Year 2025
- Base: Brazilian household panel representing 82% of the country’s residential population
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