These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
A household name in Brazil, Granado is a traditional brand that has successfully adapted to modern trends. Their Glicerina (Glycerin) liquid soap is an iconic product, long-celebrated for its gentle and moisturizing properties. The formula is vegetable-based, biodegradable, and free from parabens and animal-derived ingredients, making it a go-to choice for consumers seeking a natural and vegan-friendly body wash. Its classic, comforting fragrance and effectiveness for all skin types have solidified its status as a top-of-mind product that pushes the natural trend forward through its heritage and reliable performance.
Key Product: Glicerina Sabonete Líquido
MARKET LEADER
As a leader in sustainability and natural ingredients in Brazil, Natura's Ekos line is emblematic of the vegan and natural trend. The Ekos Castanha (Brazil Nut) liquid body wash is a standout product, renowned for its creamy, nourishing formula that uses fair-trade Brazil nut oil from the Amazon rainforest. This product not only provides intense hydration but also supports local communities and promotes biodiversity. The entire Ekos line is 100% vegan and features biodegradable formulas and recycled packaging, directly aligning with the values of conscious consumers and pushing the trend of combining natural sourcing with social and environmental responsibility.
Key Product: Ekos Castanha Sabonete Líquido
MARKET LEADER
Boni Natural has emerged as a key player in the vegan and natural space in Brazil, appealing to consumers who prioritize transparency and eco-friendly practices. Their Lavanda e Menta (Lavender and Mint) liquid soap is a popular choice, featuring a formula with a high concentration of vegetable and mineral-based ingredients. It is crafted with essential oils for a refreshing and natural fragrance, and is free from harsh chemicals like parabens and sulfates. By clearly communicating its vegan, cruelty-free, and eco-friendly credentials, Boni Natural helps to drive the trend by offering a product that is both effective and aligns with a conscious lifestyle.
Key Product: Sabonete Líquido Lavanda e Menta
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 significant increase in search interest and strong cultural relevance suggest high engagement and potential for volume growth. The trend is gaining momentum and shows promise for continued expansion.
Search interest shows a clear upward trajectory, particularly in recent periods, indicating growing consumer curiosity. The trend is supported by a strong cultural push towards conscious consumerism and clean beauty.
Google Trends (12 Months)
Natura
An internationally renowned supermodel and environmental activist, Gisele Bündchen uses her influence to promote sustainability and conscious consumption. She is a vocal advocate for nature and wellness. In 2021, she became the ambassador for Natura Ekos, a line celebrating Brazilian biodiversity with vegan and cruelty-free products.
Francis
A highly popular Brazilian actress, Isis Valverde was announced as the new brand ambassador for Francis in late 2022. This partnership was part of a brand relaunch, which included reformulating its main product line to be 100% vegan. Valverde's image brings a fresh, modern, and natural feel to the renewed brand.