These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
The Nivea Shower Oil is a top-of-mind product for consumers seeking intense hydration. Its formula is composed of 55% natural oils, including soy and castor oils, which are known for their emollient and nourishing properties. This product is designed to provide a unique sensory experience, with a rich texture that cleanses gently while delivering deep and lasting hydration, leaving the skin noticeably soft and silky after just one use. It is particularly favored for its ability to combat dryness, making it a staple for those with dry skin, and its effectiveness has made it a bestseller in the Brazilian market. The formula is also praised for being dermatologically tested and biodegradable.
Key Product: Nivea Óleo de Banho
MARKET LEADER
Dove's Deep Moisture body wash is an iconic product in Brazil, renowned for its superior moisturizing capabilities. The formula features Dove's signature Moisture Renew Blend, a combination of skin-natural nourishers and plant-based moisturizers, and a Microbiome Nutrient Serum, which includes prebiotics to nourish the skin and its natural microbiome. This technology helps to replenish the skin's natural nutrients, providing long-lasting, 24-hour hydration and leaving the skin softer and smoother after just one shower. Its creamy, rich lather and gentle, sulfate-free formulation make it a top choice for consumers who want to transform even the driest skin.
Key Product: Sabonete Líquido Nutrição Profunda (Deep Moisture)
MARKET LEADER
Natura's Tododia line is a leader in the Brazilian market, and its creamy body washes are celebrated for their hydrating power derived from natural, plant-based ingredients. The Avelã e Cassis (Hazelnut and Cassis) and Macadâmia (Macadamia) versions are particularly iconic for their ultra-creamy, moisturizing textures that prevent skin dryness. These body washes are formulated to provide a gentle cleansing experience while leaving the skin soft, silky, and intensely perfumed for hours after bathing. The brand's commitment to 100% vegetal formulas and promoting a connection with nature through its fragrances further solidifies its trendy and influential status among Brazilian consumers.
Key Product: Sabonete Líquido Cremoso Tododia (e.g., Avelã e Cassis, Macadâmia)
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
While sales data is unavailable, the strong upward momentum in search interest and significant cultural relevance suggest this trend is gaining traction. The product's appeal for daily use and self-care, coupled with increasing search activity, points to a growing market.
Search interest for this hydrating body wash shows a clear upward trend with recent peaks, indicating growing consumer attention. The focus on natural ingredients and self-care aligns with current consumer desires for effective and beneficial personal care products.
Google Trends (12 Months)
TikTok Posts
103 posts analyzed
Flor de Ypê
A highly influential digital personality, entrepreneur, and former "Big Brother Brasil" participant, Vitória de Felice Moraes, known as Viih Tube, commands a massive following in Brazil. Her relatable content covers lifestyle, motherhood, and beauty, making her a powerful trendsetter. She launched her own line of fragrances and body splashes in late 2025.
Flor de Ypê
Paola Antonini is a celebrated Brazilian model, digital influencer, and activist, recognized as a symbol of resilience and positivity after losing her leg in a car accident. She uses her platform to inspire people, promoting self-love, inclusion for people with disabilities, and a healthy lifestyle. She acted in a 2023 Netflix miniseries.