Brazil's Beauty Industry Booms in 2025 with Nearly 236,000 New Businesses
Brazil's beauty sector surged in 2025, with nearly 236,000 new businesses fueled by passion and innovation, highlighting regional success and evolving consumer demands.
- • Brazil saw 236,000 new beauty businesses in 2025, an 18.5% growth from 2024.
- • São Paulo registered 67,944 new beauty businesses, a 13% increase.
- • Entrepreneurs are motivated by passion, market opportunities, and independence.
- • 76% of beauty businesses sell products contributing significantly to revenue.
Key details
In 2025, Brazil's beauty sector experienced unparalleled growth, with approximately 236,000 new beauty businesses opening nationwide—equating to about 27 new establishments every hour. This represents an 18.5% increase from the previous year and marks 2025 as the most entrepreneurial year in Brazil's history, with nearly 5 million new small businesses launched across all sectors.
The state of São Paulo led this surge, accounting for nearly 68,000 new beauty enterprises, a 13% rise from 2024. Within São Paulo, the Araçatuba region alone saw a noteworthy 7% increase, adding 323 new beauty-related ventures. Campinas reported a particularly impressive 20% jump in new beauty businesses, with 4,412 openings in 2025 compared to 3,671 the year prior.
The majority of new beauty entrepreneurs are microentrepreneurs, who represent 94% of the sector’s new registrations, followed by microenterprises (5%) and small businesses (1%). These entrepreneurs are primarily motivated by passion (26%), market opportunities (22%), and a desire for independence (20%), with only 18% citing income as the main driver. The average initial investment to launch a beauty business stood at approximately R$ 4,905.
A significant aspect of these beauty businesses is that 76% also sell products, which contribute about 26% of their monthly revenue, supplementing their service income. This dual focus on services and product sales highlights the sector’s dynamic nature.
Experts from Sebrae underscore the importance of innovation, sustainability, biosafety, and personalized client care. An illustrative example is the INTRI&CO salon in Cabo Frio, Rio de Janeiro, which integrates psychologists and nutritionists to provide holistic and personalized beauty care. This approach has helped it attract an average of 580 monthly client appointments.
Sebrae continues to support this booming sector by offering training, resources, and promoting continuous technical and managerial education to help entrepreneurs navigate the highly competitive market successfully.
As National Beauty Professionals Day is celebrated on January 19, the sector’s growth reflects not only economic dynamism but also evolving consumer expectations toward more personalized and comprehensive beauty services.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.
