With Brazilian exports on the rise and the Canadian market expanding, companies supported by the Beautycare Brazil project are internationalizing their brands
By Pedro Augusto
Brazilian entrepreneurs in the cosmetics and personal care sector have found a promising market for their products in Canada. The trade relationship gained momentum following a business mission organized by the Chamber of Commerce Brazil-Canada (CCBC), in partnership with the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil), under the Beautycare Brazil project, held in 2023. Since then, exports have recorded consistent growth. CCBC projections indicate that by the end of 2026, Brazil could reach approximately US$ 5 million in sales.
In 2024, Brazil exported US$ 4.1 million in sector products to the Canadian market. In 2025, this figure rose to US$ 4.7 million, more than double the US$ 2.1 million recorded in 2023. The data reveal particularly robust momentum in the haircare segment. Exports in this category increased from US$ 511,000 in 2023 to US$ 676,000 in 2024, reaching US$ 932,000 in 2025. The cumulative increase over the period amounts to 82.5%. Between 2024 and 2025 alone, growth reached 38%.
Today, haircare products account for approximately 20% of the sector’s total exports to Canada, ranking as the second-largest product group shipped. According to CCBC’s analysis, this performance suggests broader and more structural growth, with signs of company diversification and gradual consolidation within this niche of the Canadian market.
The sector expects to sustain its growth trajectory in 2026, in line with the historic record of total Brazilian exports in the sector — which surpassed US$ 1.061 billion last year. The figures come from ABIHPEC, based on data from the Secretariat of Foreign Trade (Secex) and the Ministry of Development, Industry, Trade and Services (MDIC). The association also projects that sales will diversify beyond Latin America, as the domestic industry advanced 20.1% in production in 2025.
Canada’s business environment reinforces this strategic outlook. Data from Statista indicate that revenue in the Canadian natural cosmetics market reached approximately C$ 95 million in 2025 and could rise to around C$ 138 million by 2030, reflecting growing demand for sustainable, organic, and plant-based products.
Preference for cruelty-free brands and environmentally responsible packaging is also consolidating: between 62% and 73% of Canadian consumers report being willing to pay more for sustainable solutions, signaling competitive space for Brazilian companies that combine biodiversity, innovation, and ESG attributes.
In addition, the growth of male consumption — particularly in skincare, hygiene, and gender-neutral positioned products — broadens the range of categories with entry potential. Globally, the cosmetics market was valued at US$ 354.7 billion in 2025 and is expected to maintain an average annual growth rate of approximately 6.6% through 2032, reinforcing the strategy of internationalization in regulated, high-standard markets such as Canada.
Business Mission to Canada
In 2023, the mission to Canada organized by the sector, with support from the Chamber of Commerce Brazil-Canada (CCBC), marked the first structured initiative of ABIHPEC’s Beautycare Brazil sectoral project in the North American country. A total of nine Brazilian companies participated in business agendas in Toronto, with institutional support from the CCBC. In addition to individual meetings, a collective showroom was organized to present portfolios to local manufacturers and distributors, increasing brand visibility among potential buyers.
Feedback from participants points to medium-term effects. The communications team of the brand Sarah K, for example, told our newsroom that clients acquired in previous initiatives continue to place orders, albeit in moderate volumes, indicating recurring demand and the gradual building of market presence.
In 2022, Brazilian exports of Personal Hygiene, Perfumery and Cosmetics (HPPC) to Canada totaled US$ 3.6 million, with highlights including oral hygiene, haircare products, and skincare. Among companies supported by the project, Canada represented US$ 298,000 in business at that time, occupying a secondary position in the ranking of destinations. Recent developments, however, point to a strategic repositioning.
According to Arminio Calonga, business consultant at the Chamber of Commerce Brazil-Canada (CCBC), the Canadian market requires technical preparation and regulatory adaptation but offers a stable and predictable environment for expansion. “It was a challenging mission due to the nature of the sector, which is highly regulated, but also very productive,” he said. “We organized a Brazilian products showroom in Canada.”
He added that the Chamber’s role was to structure the commercial approach. “We were responsible for bringing in buyers, inviting them to meet Brazilian companies, and organizing the mini showroom, serving as the bridge between seller and buyer.”
ABIHPEC’s strategy for 2026 is focused on reducing non-tariff barriers and harmonizing technical standards. According to information from its press office, the association intends to intensify institutional dialogue and trade promotion initiatives to consolidate Brazil’s presence in strategic destinations such as Canada and to advance into new international markets.
