Hair care is riding the wave

All eyes have been on Brazil in recent months for the World Cup, but it’s the country’s booming hair care market that really takes the trophy.

Jo Allen reports

Football is not the only national obsession in Brazil. In terms of time and income, Brazilian women spend plenty of both on maintaining their hair. The country is the second largest hair care market in the world after the US, in terms of product sales, and has posted double digit growth since 2010. According to Mintel, the Brazilian hair care market reached an estimated value of R$8.47bn in 2013 (€2.83bn) and was home to more hair care products than any other country, accounting for 9% of global launches.

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