LATAM Beauty Brands Profile: Men's Grooming.

According to Mintel research, there have been a large number of products that follow that have tapped into these trends, with many of the natural ingredients being sourced from the Latin American region, and in particular from the Amazon. 

Although the men's grooming care trend is growing from a relatively small base in Latin America, its performance has been extremely strong in recent years, particularly in leading markets such as Chile, Colombia, Brazil and Mexico. 

A new generation embraces personal care​

The younger generation of Latin men, particularly those in urban areas, are embracing less 'macho' attitudes to grooming and personal care, which is leading to a greater interest in their appearance and less inhibitions about being well turned out. 

This has led to a big interest in products that enhance the appearance, particularly for hair care products that targeting Latin hair types, with male-dedicated shampoos, conditioners and hair styling products proving to be particularly popular. 

The beard trend has also taken the region by storm and this has led to a big spike in products that are dedicated to beard care, examples of which can be found in the photo gallery. 

Natural meets men's grooming​

"Trends in Latin America err on the natural side, with many brands making environmental claims on-pack or using natural ingredients,"​ said Mintel beauty and personal care analysts Alison Gaither. 

"Recently, there has been an influx of men’s care launches in LATAM making cruelty-free and sustainable claims."​

According to Mintel GNPD, ethical-animal claims in men’s care grew 230% from Jan. 2019-April 2019, and sustainable claims grew 32% in the same period.