However, only 8 out of these 22 products are used on a regular basis. According to Picodi, this can be explained by the fact that 39% of the women who answered the survey buy their cosmetics when they are on sale, while 32% wait they are finished and 29% whenever they want.

A large majority of the women who participated in the survey (77%) said price is as the key buying factor for make-up. The brand is crucial for 55% of them while 30% said their choice is based on their own preferences. Less important buying factors are: recommendation from influencers (28%), expert opinions (20%), the list of ingredients (18%) and the opinion of friends (16%).

Premium and green products

Therefore, it is not surprising that only 15% of Brazilian women said they prefer high-end cosmetics rather than their less expensive counterparts. However, 45% of them indulge themselves in buying prestige cosmetics occasionally, while 40% said they never buy such products.

The price is also a decisive factor for the choice between traditional and ecofriendly cosmetics. The majority of women surveyed (54%) stated that they buy ecofriendly cosmetics only when the price is reasonable. However, 38% always buy eco-friendly cosmetics while only 8% said they have no interest in this kind of beauty products.

Nail polishes, lipsticks and mascaras

For many Brazilian women, makeup is part of the daily beauty routine. However, 13.9% of Brazilian women surveyed do not wear makeup. Among those who do, 37% wear makeup daily, while the majority (44%) wear make-up occasionally and 19% only on special occasions.

Statistically, the makeup case of a typical Brazilian woman contains: 8 lipsticks, 3 lip liners, 3 blushes, 4 mascaras, 7 eyeshadows and 9 nail polishes.

Compared to other countries in Latin America, Brazilian women spend more on make-up than Mexican women (USD 290) and Argentine women (about USD 236 per year).