Brazilian consumers are convinced their (often) mixed skins, which are highly exposed to sun rays, have their own specificities and require specific rituals.
Minimalist beauty routine
“We have spent years and years receiving and using products that came from abroad, that were hardly taking into account the peculiarities of Brazilian skins, cultures and routines,” explains Patrícia Lima, CEO and founder of Simple Organic. “The Korean routine, for example, has so many steps that it doesn’t fit in with our everyday life. Heavy formulations, which require a long absorption time, were not designed for our combination and oily skins and very hot days,” she adds.
Simple Organic is one of the pioneers of the B-Beauty (Brazilian Beauty) movement, which emerged in response to the globalization of cosmetics.
“B-Beauty defends a minimalist and effective routine with products targeting the characteristics of Brazilian skins,” explains dermatologist Luiz Romancini, founder of Creamy. “The movement stands out by enhancing the diversity of Brazilian skins. This cultural identification in beauty and personal care rituals is important in finding more assertive formulas and treatments.”
The movement has amplified with the outcome of the Covid-19 pandemic. “Skin care has grown in importance during the pandemic and Brazilian brands have focused on bringing the best of Brazil and its raw materials, strengthening themselves in the domestic market and becoming a benchmark in the international market,” says Patrícia Lima.
Patrícia Camargo, co-founder of CARE Natural Beauty, underlines another driver supporting the diffusion of the B-Beauty movement outside Brazil. “Five years ago, we didn’t have as many technologies available for developing high performance products. We think it’s a nice surprise for the international market to see so many quality products, originating from Brazil, and focusing on national assets,” she explains.
According to Patrícia Camargo, B-Beauty brands are also very attractive because of their concern for sustainability. “People are more concerned about everything ending in the environment and the impact of rampant consumption on the planet and health. Purchasing behaviours are changing and consumers’ eyes are now attentive to substances harmful to the health and to what packaging is becoming after use.”
Another characteristic of companies in the B-Beauty movement is their digital culture: online sales, proximity to customers, partnerships with influencers who respect the diversity of their audience.
“Like other young cosmetics companies, Creamy is completely digital. We were born in the midst of a pandemic and that did not prevent us from conquering our audience. Influencers have played an important role in this process, not only for the sale of products, but also for disseminating useful information on skin care,” says Luiz Romancini. According to him, B-Beauty is here to stay. “People are looking to optimize their time, so a simpler and more precise treatment proposal is the best option”.
The founder of Simple Organic also believes in the future of the movement. “What happens abroad will continue to be incorporated into Brazilian routines, but B-Beauty complements that process and is unlikely to evaporate. After all, it makes a lot more sense to adopt what was first thought out for me,” concludes Patrícia Lima.