The category has been evolving in the country in recent years, driven by the tendency to buy fewer products, but of high quality.

The prestige beauty market had a turnover of more than R$3 billion in Brazil in 2023 (around USD 576 million), which represents an increase of 13% on the previous year, according to data from consumer behaviour consultancy Circana.

If we look specifically at the premium hair care sector, we see that the pace is practically the same. In the first three quarters of 2023, the category recorded an increase of almost 14 per cent in the country compared to the same period last year.

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