Grupo Boticário and OX Cosméticos leverage charm trend in beauty market

Grupo Boticário and OX Cosméticos are implementing strategies to integrate the charm accessory trend into the beauty market. This trend involves creating compact cosmetic products, such as lip glosses, blushes, and hand creams, that can be attached to bags or backpacks as personalized accessories.

Grupo Boticário has incorporated this trend across various brands in its portfolio. Recent launches include the Cuide-se Bem Deleite charm, the Make B. Rose Fusion Mini Palette, and the Egeo Obsession Lip & Cheek. Other brands like Quem Disse, Berenice? and Eudora have also released charm-compatible products, including the Mochi Blur and the Kiss Me Lip Oil Tint Charm.

Additionally, OX Cosméticos has partnered with influencer Mari Maria to launch the OX Glow line, which features hair oil and lip gloss kits in charm formats. The companies aim to transform beauty products from routine items into tools for personal expression and identity, allowing consumers to carry them easily throughout the day.