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20/07/2017 - 07:00hs

Brazil’s beauty industry eyeing Saudi Arabia

The Gulf country was chosen as a target-market to Brazilian companies from the beauty industry. The goal is to increase the exports of inputs. In 2016, these items accounted for 4% of total shipments to the country.

São Paulo – The Brazilian beauty industry has its focus on Saudi Arabia. The Gulf country was chosen as a target-market by the Beautycare Brazil Project for promotion actions during the renewing of the partnership between the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) and the Brazilian Toiletry, Perfume and Cosmetics Industry Association (ABIHPEC).

“We attend to not only the finished products industry, but also the production chain, which includes ingredients, packaging, lab services, accessories and beauty equipment. Considering these sectors, the Saudi market is more interesting to the ingredients industry,” explained Gueisa Silvério, Beautycare Brazil manager.

In the last few years, the United Arab Emirates were the target-market of the project in the Gulf region, but a survey conducted together by Apex-Brasil and Abihpec showed that Saudi Arabia had significant potential for growth for the beauty input industry.

Last year, for instance, Brazil exported USD 1.2 million in beauty items to Saudi Arabia, from which only 4% were ingredients for the processing of finished products. “That’s why there’s room for growth,” assesses Silvério.

To reach the Saudi market, however, the industry’s strategy will still be to attend the fair Beautyworld Middle East, which takes place every year in May in Dubai, United Arab Emirates.

“All the exhibitors at the Beautyworld Middle East fair are targets for the ingredients industry since they are producers,” says Silvério. “Beautyworld have the potential to make us expand the exports of ingredients to that region,” she points out.

In May of this year, Beautycare Brazil took 42 companies to the fair in Dubai. As a result, there were sales of USD 6.1 million during the fair and the exhibitors came back with expectations for sales that could reach USD 20.1 million in the next 12 months.

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