According to a survey by Zion Market Research, the global beauty and personal care products market is expected to jump from $520.98 billion in 2022 to $904.25 billion by 2030, driven by a compound annual growth rate of 7.15% between 2023 and 2030. Converted to Brazilian currency, this represents an expected turnover of R$5.114 trillion, resulting from the growth of conscious consumption, the pursuit of well-being, and the digitalization of the sector.
The upward growth of this segment is not limited to product consumption. Agile, uncomplicated, customer convenience-focused service models have taken up strategic space in the beauty journey. Specialized express service chains, which offer complete experiences without the need for appointments, have gained the preference of an audience that values time, efficiency, and immediate results. ‘Today, the customer’s time is just as valuable as the service itself. We’ve created formats that cater to a busy routine without sacrificing quality,’ says Mauricio Cesar, CEO of Grupo Unhas Cariocas.
According to the professional, express services have changed the way people take care of themselves. The possibility of walking into a location, being served quickly, and leaving transformed has created a culture of practical and accessible beauty. Leading brands such as Unhas Cariocas, Escova Express, and Alona Laboratórios, Mauricio emphasizes that standardization of excellence and a focus on innovation are key differentiators for attracting and retaining customers in an increasingly competitive sector.
‘The growth of aesthetic and personal care chains reflects a shift in mindset. Consumers not only want high-performance products but also value immediate and accessible experiences,’ points out the executive. By adapting to this new reality, beauty franchises focused on fast services gain nationwide presence and position themselves as protagonists in a booming market.
Innovation and revenue growth drive specialized chains
With over R$19.9 million in accumulated revenue in the first quarter of 2025 and 21.9% growth compared to the same period in 2024, Unhas Cariocas is one of the standout names in the new generation of beauty chains. In April alone, the brand achieved R$4.8 million in revenue, resulting from over 51,000 services, maintaining its trajectory toward the annual goal of R$70 million.
Part of this performance is explained by the ability to innovate quickly. The chain keeps up with market trends and translates them into relevant launches, such as the exclusive cuticle technique that avoids ‘overcutting,’ raising the quality standard in the segment. ‘Innovation is not just in the product but in the complete experience. Every detail, from service to the final finish, is designed to surprise the customer,’ highlights Mauricio.
Another rapidly expanding front is Escova Express, the group’s arm dedicated to blowouts, makeup, and eyelash application. The services stand out not only for their quality but also for their practicality and immediate results, especially for special occasions. ‘Beauty care should be light and accessible. With Escova Express, we deliver that in just a few minutes, with excellence and fair pricing,’ says Mauricio.
The domestic market
Brazil holds a strategic position in the global beauty scene, not only due to consumption volume but also for its creativity and ability to develop solutions tailored to its diverse consumers. The national industry stands out by creating products for specific needs, respecting different skin and hair types and cultural preferences. ‘Brazilian beauty is diverse and requires products that reflect this plurality. This has become our greatest differentiator,’ says the CEO.
Product lines dedicated to curly and coily hair care, for example, have gained prominence in recent years, reflecting a movement of identity appreciation and inclusion in consumption. This progress translates into innovative formulas, natural ingredients, and campaigns celebrating diversity as the essence of the sector.
Brazilian brands have been consolidating as protagonists not only in product formulation but also in specialized services. Chains like Grupo Unhas Cariocas embody this strength by uniting cosmetic manufacturing, express services, and continuous innovation in an ecosystem that grows with and for the consumer. ‘Our commitment is to real and achievable beauty, designed for those who want to care for themselves with practicality, quality, and identity,’ concludes Mauricio.
