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 $904.25 billion by 2030, driven by a compound annual growth rate of 7.15% between 2023 and 2030. Converting to Brazilian currency, it is an estimated movement of R$ 5.114 trillion, resulting from the strengthening of conscious consumption, the pursuit of well-being, and the digitalization of the sector.
The upward growth of the segment is not limited to product consumption. Agile, straightforward, and customer convenience-focused service models have come to occupy a strategic space in the beauty journey. Specialized networks in express services, which offer complete experiences without the need for scheduling, have gained the preference of an audience that values time, efficiency, and immediate results. "Today, the client's time is as valuable as the service itself. We create formats that fit into a busy routine without compromising 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 entering a unit, being served quickly, and leaving transformed created a culture of practical and accessible beauty. Ahead of brands like Unhas Cariocas, Escova Express, and Alona Laboratories, Mauricio emphasizes that standardizing excellence and focusing on innovation are key differentiators to attract and retain customers in an increasingly competitive sector.
"The growth of aesthetic and personal care networks reflects a shift in mindset. Consumers not only desire high-performance products but also value immediate and accessible experiences," states the executive. By adapting to this new reality, beauty franchises focused on quick services are gaining nationwide reach and positioning themselves as key players in a market that is currently thriving.
Innovation and revenue growth drive specialized networks
With over R$ 19.9 million in accumulated revenue in the first quarter of 2025 and a 21.9% growth compared to the same period in 2024, Unhas Cariocas is one of the names that stand out in the new generation of beauty chains. In the last month of April, the brand achieved R$ 4.8 million in revenue, resulting from over 51,000 appointments, maintaining its trajectory towards the annual goal of R$ 70 million.
Part of this performance is explained by the ability to innovate quickly. The network follows market trends and translates them into relevant launches, such as the exclusive cuticle technique without leaving "bifurcations" on the nails, which raised the quality standard in the segment. "Innovation is not only in the product but in the complete experience. Every detail, from service to finish, is designed to surprise the customer," highlights Mauricio.
Another rapidly expanding front is Escova Express, the group's branch dedicated to hairdressing, makeup, and eyelash application. The services offered stand out not only for their quality but also for their practicality and immediate results, especially on special occasions. "Taking care of beauty needs to be something light and accessible. With the Express Brush, we can deliver this in a few minutes, with excellence and a fair price," says Mauricio.
The national market
Brazil holds a strategic position in the global beauty scene, not only due to its consumption volume but also because of its creativity and ability to develop solutions tailored to the diversity of its consumers. The national industry stands out by creating products aimed at specific needs, respecting different skin types, hair types, and cultural preferences. "Brazilian beauty is diverse and requires products that reflect this plurality. This has become our greatest differentiator," affirms the CEO.
Lines dedicated to caring for curly and coily hair, for example, have gained prominence in recent years, reflecting a movement to value identity and inclusion in consumption. This progress translates into innovative formulas, natural ingredients, and campaigns that celebrate diversity as the essence of the industry.
Brazilian brands are establishing themselves as protagonists not only in product development but also in the provision of specialized services. Networks like the Cariocas Nail Group personify this strength by combining cosmetic manufacturing, express service, 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 take care of themselves with practicality, quality, and identity," concludes Mauricio.
