ABIHPEC, through its Beautycare Brazil project, is set to make a powerful impact at Cosmoprof Bologna 2025, with the largest-ever Brazilian delegation ever. We sat down with Gueisa Silvério, International Business Manager at ABIHPEC and Manager of Beautycare Brazil, to discuss their role in internationalising Brazilian beauty brands, the uniqueness of their professional haircare industry, and what visitors can expect at the event.
1. ABIHPEC has played a crucial role in supporting Brazilian beauty brands abroad. What key initiatives are you leading to help companies succeed in global markets?
The work towards the internationalisation of Brazilian CT&F (Cosmetics, Toiletries, and Fragrances) companies is carried out by ABIHPEC through Beautycare Brazil, the sectoral project created in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency) dedicated entirely to the development of international relations of participating Brazilian companies.
The project acts as a support network, collecting market intelligence data from target regions, offering data tools to help businesses grow, and assisting with international trade actions at global fairs. It also provides pre-event training, buyer projects, trade missions, and support in establishing relationships with international bodies such as embassies, consulates, and chambers of commerce.
2. What makes Brazilian professional haircare products stand out in the international arena, and what opportunities do you see for their international expansion?
Due to the vast diversity of hair types in Brazil, resulting from a rich mix of ethnic backgrounds, we have always been seen as a country with many opportunities for product development. Brazilian consumers have a deep passion for haircare, which has driven local companies to develop a broad range of high-performance products that cater to different needs.
This unique demand has attracted global players to establish cutting-edge R&D centres in Brazil, making the country a leader in haircare technology. Additionally, Brazilian companies leverage the country’s rich biodiversity, incorporating natural ingredients into their formulations, including from one of the most diverse biomes in the world, the Amazon. With a strong culture of innovation, access to high-quality raw materials, and advanced technological capabilities, Brazil has positioned itself as a key player in the global professional haircare market.
3. How has the export landscape for Brazilian professional haircare evolved in recent years, and what are the main challenges brands face when entering new markets?
Brazilian Cosmetics, Toiletries & Fragrances (CT&F) exports neared USD 1 billion in 2024 (USD 927.3M), with 25% from haircare products, mainly shipped to neighbouring countries. Brazilian brands have expanded to 129 destinations, generating USD 116M, with 54% from haircare.
Despite challenges like high export taxes, logistics, and a complex tax system, ABIHPEC is working on trade agreements to boost global market access. Key markets include Argentina (USD 136.7M), Colombia (USD 93.5M), and Chile (USD 83.8M). Meanwhile, Beautycare Brazil companies continue to grow internationally, with top markets in the USA (USD 22M), Argentina (USD 12M), and Portugal (USD 8M). This expanding presence underscores Brazil’s rising influence in the global beauty industry, driven by innovation, quality, and a diverse product portfolio.
4. Sustainability and innovation are driving forces in the beauty industry. How are Brazilian professional haircare brands leveraging these aspects to meet the demands of international buyers and consumers?
Brazilian haircare brands have gained global recognition by integrating sustainability and innovation into their formulations. They invest heavily in safety, efficacy, and quality, developing scientifically backed products for all hair types—including curly, coloured, and damaged hair.
Strict regulatory standards set by Anvisa and other global agencies ensure that products meet high safety and quality requirements for both professional and home use. The industry has also pioneered using natural active ingredients from Brazil’s biodiversity, such as botanical extracts, plant-based kinds of butter, and oils, all while maintaining a commitment to sustainability.
In addition, Brazilian companies are investing in biotechnology and synthetic molecules to improve product efficiency. They also implement sustainable logistics strategies, reducing carbon footprints through optimised transport and eco-friendly packaging. With this approach, brands balance science and sustainability, ensuring innovative products that meet the expectations of global consumers and professionals around the world.
5. Cosmoprof Bologna is a major event for global beauty professionals. What are your expectations for Brazilian brands in this edition?
This year marks the largest-ever Brazilian participation at Cosmoprof Bologna supported by Beautycare Brazil. A total of 62 companies will be exhibiting, divided into three main sectors:
- Professional haircare
- Retail beauty
- Outsourcing & private label manufacturing
This broad representation reflects the diversity of Brazil’s beauty industry and facilitates access for buyers and distributors to find products more efficiently. Additionally, two Brazilian exhibitors—H’originée Brasil and Souvie—will be featured in the Green area, showcasing brands prioritising sustainability. Expectations are very high, and we hope to surpass the amount of business achieved at past Cosmoprof editions.
6. What message would you like to send to international distributors and salon professionals?
Cosmoprof is one of the world’s most important beauty showcases, and the strong presence of Brazilian companies is raising the profile of our industry on the global stage. We invite everyone to learn about Brazilian products and brands and hope that the results prove the innovation of our companies, reflecting the pioneering spirit and Brazilian differences.
Come visit us in Hall 37, Stand B11, and explore everything Brazil has to offer in professional haircare and beyond!
