LATAM Beauty Brands Profile: Hair Care Innovation

In the first of a two-part series focusing on innovation in the all-important Latin American hair care market, we look at a series of products that focus on the the specific needs of the Latin American consumer. 

Globally the skin care market is by far the biggest category, with North America, Europe and Asia all underscoring this trend. But not so in Latin America, where the hair care market is by far the biggest. 

This is because of two main reasons. Latin American hair types tend to cover all types, including straight, wavy, kinky, or thick. Many of these hair types tend to need more intensive and complicated hair care regimes that often incorporate treatments to tackle frizz and curls. 

The other reason is the harsh environment and weather. Many parts of Latin American are hot and humid which can play havoc on keeping kinky or curly hair under control. s

LATAM leads of hair care innovation​

This means that the Latin American hair care market is world leading when it comes to innovation, which is underscored by the latest selection of new product launches we are bringing you in this gallery from Mintel. 

Selected from the market researchers Global New Product Database, the four products highlighted here are all focused on bringing curly and kinky hair under control. 

Mintel data shows that 40% of Brazilian women would like to have hair that is straighter, indicating that the keratin smoothing and straightening treatments are still widely used.

As a result, brands in LATAM have launched hair masks with ultra-hydrating benefits using recognizable ingredients such as castor oil and shea butter, and many of these elements are combined into these product launches.