Rodrigo Giraldelli, CEO of China Gate
Not so long ago, products from China were considered by Brazilians to be of poor quality. “But the Chinese industry has evolved extremely quickly. We can see this in several sectors, such as electronics and, more recently, the automobile industry. The same progress has taken place in the cosmetics industry,” explains Rodrigo Giraldelli, CEO of China Gate, specialist in trade relations between Brazil and China.
According to Giraldelli, the Chinese domestic market was instrumental in the rise in quality of the local supply. “Chinese consumers are more demanding, which forces manufacturers to constantly improve the quality of their products. This also benefits the quality of exports.“
Chinese cosmetics imports surged by 80% over the past two years
Chinese products currently represent 5.8% of total cosmetics imports in Brazil, which corresponds to a value of USD 56 million, according to Giraldelli.
“In this category, imports from China increased by 47% over the last year. If we focus on the period 2022-2024, they have grown by 80%. When we analyze specific cosmetic categories, the growth can be even more impressive,” he adds.
“In the last two years, imports of lip products have increased by 614%, compact powders by 114%, eye makeup by 52% and other prepared makeup products by 223%.“
According to Rodrigo Giraldelli, this growth would not have been possible without the continuous improvement in the quality of cosmetics produced in China. “Brazilian consumers have tested these products, found them appealing, and as a result, market demand has grown. With a blend of good quality and affordable prices, Chinese cosmetics are well-positioned to compete with the Brazilian beauty industry.”
Chinese e-commerce players
Giraldelli also highlights another key factor driving the rise in Chinese cosmetics imports: the growing popularity of major Chinese e-commerce platforms in Brazil, such as AliExpress and Shein. Due to their very aggressive prices, the level of competition dramatically rose, pressuring local distributors to reduce their margins.
On this subject, Mr. Giraldelli recalls that cosmetics imported into Brazil are normally subject to ANVISA control. “Importers must carry out the formalities that ensure that products meet the quality and safety criteria required to guarantee the quality of products sold in Brazil.“
On the opposite, when cosmetics enter the market illegally, these formalities are bypassed. As a result, the products undergo no verification, potentially posing risks to consumer health.
However, the trade specialist expects the consumption of Chinese cosmetics to continue to grow in the coming years. “The excellent quality-price ratio offered by these products should increasingly attract Brazilian consumers,” he concludes.
