Brazil is the world’s 2nd largest market for fragrance sales*, highlighting its focus on personal appearance.
Brazil’s flourishing fragrance market
After the USA, Brazil is the world’s second-largest market for fragrance sales*, a position rooted in cultural traditions, tropical climate, economic factors, and industry innovation. But what are the reasons behind this colossal demand?
Let’s find out more…
The cultural importance of fragrance
Fragrance holds deep cultural importance in Brazil. Paying high attention to personal care and hygiene are the norm regardless of backgrounds, whilst perfume is seen as an essential part of daily grooming. The fresh, clean feeling after bathing (”banho tomado”) is part and parcel of Brazilian culture, and wearing fragrance is not reserved for special occasions but instead considered a natural extension of maintaining hygiene.
A common perception is that Brazilians often shower twice daily and apply fragrance multiple times a day. The hot and humid climate plays a pivotal role in this frequent reapplication, as people seek to refresh themselves throughout the day.
Affordability makes it accessible
With the average salary in Brazil standing at US575** , affordability is clearly a key factor when it comes to driving Brazil’s fragrance sales. The market is dominated by mass-market and mid-range fragrances, with domestic powerhouses like O Boticário and Natura having rolled out high-quality yet very affordable fragrances suited to local preferences.
As Brazil has one of the largest direct sales networks in the world, this channel is a crucial factor. In large cities but also in remote areas, this distribution model enables brands to sell fragrances through a combination of catalogues, home visits, and social selling.
Climate and fragrance preferences
Brazil’s tropical climate plays a major role in the types of fragrances that perform well in the local market. As they provide a refreshing experience in the heat, light, fresh, and citrusy scents are very popular and fragrances with floral and fruity notes in particular dominate sales, as they align with local preferences.
Furthermore, the demand for body splashes and deodorant sprays is high with many consumers preferring layering scents, using a combination of scented body products and perfumes to maintain a long-lasting fragrance throughout the day.
Strong presence and innovation in the industry
With the benefit of their strong presence and understanding of local consumers’ preferences, Brazil’s fragrance industry is dominated by the likes of Natura and O Boticário who both invest heavily in research and development. As a country where environmentally-friendly consumption is key, Brazilian brands highlight their sustainability credentials by incorporating eco-friendly practices and natural ingredients.
Many global fragrance companies tailor their offering to local preferences and formulate lighter, fresher versions of their perfumes specifically for Brazilian consumers.
Conclusion
Brazil’s ranking as the second-largest fragrance market in the world is a result of cultural traditions, affordability, climate-driven needs and industry innovation. The fragrance market benefits from its use as an everyday essential and, once combined with a very accessible and diverse product range, it is on track to grow annually by a very healthy 5.27%.
*Source: Euromonitor International
** Source: Trading Economics
***Source: Statista
To discover more about the Brazilian market and its opportunities, visit in-cosmetics Latin America in São Paulo on 23-24 September 2025.