These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Natura, a leader in sustainability in Brazil, utilizes "green plastic" made from sugarcane for the tubes in its MamĂŁe e BebĂŞ line. This renewable material helps reduce greenhouse gas emissions compared to traditional fossil fuel-based plastics. The brand is also a pioneer in offering refills and using post-consumer recycled plastic in many of its product lines, such as Ekos. The use of sugarcane-based bioplastic is a key part of Natura's strategy to make its packaging more sustainable.
Key Product: MamĂŁe e BebĂŞ Hidratante Corporal (Moisturizer)
MARKET LEADER
L'Oréal Brazil has introduced a sustainable tube for its professional haircare line, Série Expert. This packaging is made from plastic that is 100% derived from Brazilian sugarcane, a renewable resource. This move is part of L'Oréal's global commitment to ensure all its product packaging is reusable, recyclable, or compostable by 2025. The sugarcane-based plastic is also 100% recyclable, contributing to a circular economy. Additionally, L'Oréal has partnered with packaging company Albéa to develop a cosmetic tube that is partially made of cardboard, further aiming to reduce plastic use.
Key Product: L'Oréal Professionnel Série Expert Tube
MARKET LEADER
O Boticário has heavily invested in sustainable packaging through initiatives like its extensive recycling program, Boti Recicla, and the use of recycled materials. A prime example is the Nativa Spa line, where many of the tubes and bottles are made with post-consumer recycled (PCR) plastic. The brand clearly communicates this on the packaging with a "com plástico reciclado" (with recycled plastic) seal. Some products within the line, like the body oils, feature packaging made from 100% PCR plastic, significantly reducing the demand for virgin plastic and promoting a circular economy.
Key Product: Nativa Spa Loção Hidratante Corporal (Body Lotion)
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 and increasing search interest, coupled with growing consumer demand for sustainability, suggests high potential for volume growth. This indicates a robust and expanding market.
Search interest for sustainable tubes shows a clear upward trend, indicating growing consumer interest. The trend is supported by increasing demand for eco-friendly packaging solutions in the beauty industry.
Google Trends (12 Months)
TikTok Posts
76 posts analyzed
Natura
A highly influential Brazilian actress, presenter, and digital influencer who rose to fame as a child star. With over 100 million followers, she holds significant sway over the Gen Z market in Brazil.
Bemgloria
One of Brazil's most acclaimed and beloved actresses with a career spanning decades. She has moved into entrepreneurship with a focus on conscious consumption, influencing a mature and wide-ranging consumer base.