These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
A J-Beauty icon, the Hada Labo Gokujyun Cleansing Oil is celebrated for its effectiveness and simple, skin-friendly formula. It has become a cult favorite in Brazil for its power to effortlessly melt away even the most stubborn waterproof makeup and sunscreen. The formula is based on high-purity olive oil that deeply cleanses pores, and it's enriched with two types of hyaluronic acid to ensure the skin remains hydrated and plump after rinsing. This product's popularity has been pivotal in demonstrating that oil cleansers are suitable for all skin types, including oily and acne-prone skin, as it cleanses thoroughly without leaving a greasy residue or clogging pores. Its fragrance-free, colorant-free, and mineral oil-free formulation appeals to consumers seeking gentle yet powerful skincare solutions.
Key Product: Gokujyun Cleansing Oil
MARKET LEADER
Representing the clean and sustainable beauty movement, the Biossance Squalane + Antioxidant Cleansing Oil is a premium choice for Brazilian consumers. This lightweight and luxurious oil effectively dissolves impurities and makeup while nourishing the skin with powerful antioxidants. The key ingredient is Biossance's signature 100% plant-derived squalane, which provides weightless hydration and locks in moisture. This product helps push the trend by positioning oil cleansing as a sophisticated, sensorial experience that delivers visible skin benefits beyond simple cleansing, such as improved radiance and softness. It transforms into a milky emulsion upon contact with water, rinsing away completely without stripping the skin.
Key Product: Squalane + Antioxidant Cleansing Oil
MARKET LEADER
From the trusted dermo-cosmetic brand La Roche-Posay, the Lipikar Cleansing Oil AP+ offers a solution for even the most sensitive and dry skin types. While suitable for the face, its large format and gentle formula make it a versatile product for both face and body, a practical appeal for many Brazilian households. It features the brand's exclusive Aqua Posae Filiformis, an active ingredient that helps to rebalance the skin's microbiome, along with soothing Niacinamide and lipid-replenishing Shea Butter. This product has been instrumental in shifting the perception of oil-based cleansers from being solely makeup removers to being therapeutic, hydrating cleansers that help manage conditions like severe dryness and atopy-prone skin, reinforcing the skin's barrier with each use.
Key Product: Lipikar Cleansing Oil AP+
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 search interest shows some positive momentum, it's not consistently strong and has recently dipped, suggesting moderate engagement. Without sales data, it's difficult to assess volume growth, placing the trend score in the medium range.
Search interest for oil-based cleansers shows a general upward trend with some fluctuations, indicating growing consumer interest. The trend is being fueled by the mainstream adoption of double cleansing routines and the product's effectiveness in removing makeup and sunscreen.
Google Trends (12 Months)
TikTok Posts
64 posts analyzed
3 posts analyzed
FRAN by Franciny Ehlke
A mega-influencer and beauty entrepreneur who rose to fame on YouTube, with over 37 million followers. Her authority is solidified by the success of her own brand.
Océane (in collaboration with Mariana Saad)
An established and respected beauty influencer known for makeup tutorials and product reviews on YouTube and Instagram. She has a long-standing collaboration with the brand Océane.