Beleza Pura Store corners Brazil’s vegan beauty category

By Simon Pitman contact

- Last updated on GMT

Getty Images
Getty Images
Brazilian consumers are showing an increasing concern in beauty products that are kind to the environment and to animals, a trend that is underlined by the success of Beleza Pura Store.

The vegan and cruelty-free retailer was launched as a virtual store online in Brazil in 2017 and has quickly risen to become the largest vegan cosmetics retailer in the country, thanks to growth of almost 6,000%.

On top of this phenomenal growth rate, the retailer can also claim to be the first in the world to offer a direct sale catelogue of vegan and cruelty-free cosmetics.

Time for change in Brazil

Brazil has traditionally been a meat-loving nation but in recent years the younger generation is turning its back on this type of diet, with a recent survey conducted by the IBOPE finding that 14% of Brazilians now identify has vegan or vegetarian.

This change in diet is also translating into a change in beauty and personal care, with more and more consumers searching for product alternative that have not involved testing on animals or animal derived ingredients.

But according to the team at Beleza Pura Store, it is not just vegans and vegetarians that are switching to the sort of products the company offers. Indeed, many of its customers simply do not accept buying cosmetics that are tested on animals.

According to the company founders, Edson Macedo and Louise Patricio, the problem that many consumers in Brazil that wanted to make the switch to products that uphold these values was to find brands and products that are 100% assured and genuinely vegan and cruelty-free.

A safe place to buy vegan products

This realization gave birth the concept for the store, to bring 100% verified vegan and cruelty-free cosmetics to a place where people could shop without fear of making mistakes or buying products that did not fulfill their lifestyle requirements.

The development of the store concept caught the attention of Luisa Mell, who is one of the highest profile animal rights activists in Brazil. Impressed by what they were doing, Mell soon became a brand ambassador for Beleza Pura Store.

"I am always being asked by my followers about how they can be assured that they are making the right changes. Now I am sure that by recommending these products I am doing this with confidence,"​ Luisa Mell.

Sustainability also very important

The retailer has also been sure to be as sustainable and environmentally-friendly in the development of every aspect of the business.

Sending the packages out from the shipment warehouse, the team decided to go with boxes that are made from recycled materials and instead of using Styrofoam to protect the products, they went with biodegradable corn extrusion.

All of this makes for environmentally friendly solutions that are in line with vegan and cruelty-free consumers desires to protect the planet.

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