Beauty and wellness trends shift toward holistic and planned care

The beauty and wellness industry is seeing a shift toward holistic and planned care. In Brazil, patients are increasingly moving away from reactive treatments toward continuous, individualized aesthetic planning. This trend is reflected in the rising number of cosmetic procedures, which reached 3.12 million in Brazil in 2024.

Wellness routines are also integrating nutrition and technology. Brands like Miya Kea are utilizing Japanese marine collagen technology to offer liquid supplements for skin, hair, and joint health. Additionally, dermatologists highlight the importance of managing skin changes caused by biological shifts, such as menopause, where estrogen reduction can lead to a 30% loss of skin collagen within the first five years.

Haircare remains a major focus, with discussions ranging from the risks of over-using intensive products—which can lead to heavy, limp hair—to the use of professional-grade masks and salon-inspired home routines. Consumers are also exploring various methods for maintenance, including eyebrow definition techniques and natural home remedies for hair smoothing.