Hairdressers, barbers, manicurists and other beauty-related activities are part of one of the fastest growing sectors in Brazil. From January to September 2023, 143,306 individual microentrepreneurs (MEI) were opened in this segment across the country, resulting in an average of 524 new establishments per day. This data was obtained through a survey carried out by Sebrae, using information from the National Register of Legal Entities (CNPJ) of the Federal Revenue of Brazil. These entrepreneurs represent more than 5% of the total of 2.9 million individual microentrepreneurs (MEI) and micro and small companies that started their activities in 2023.
The large number of beauty companies created follows the growth trend of recent years. In 2022, after the pandemic, 186 thousand new businesses were registered. Among the universe of 15.4 million individual micro-entrepreneurs (MEI) in the country, beauty professionals also stand out: there are more than 1 million MEI active in the sector.
Personal cares
Sebrae’s Competitiveness analyst and national coordinator of the Personal Hygiene, Perfumery and Cosmetics Sector, Andrezza Cintra, highlights that people are more interested in taking care of their bodies and enjoying the experience that the service allows.
“It is not a post-pandemic peak, but rather consistent and necessary growth to meet the diverse demands that beautification services provide. But, above all, we must understand this emphasis as a concern for the body, for well-being, for interaction with others,” he says. “We have the issues of remodeling barbershops and the advancement of aesthetic equipment that have been notable in recent years”, he adds.
Andrezza also highlights that the sector’s growing movement was influenced by the 2016 Salão Parceiro Law, which made the market more flexible and the opportunity for entrepreneurs to grow over time. “The new generations understand that a company must have a purpose, the impact it causes in that location, in that territory, in that neighborhood”, he adds.
Tips
Sebrae analyst Andrezza Cintra lists some tips to stand out in the market. Check out:
Service – Offer a quality experience, a service backed by a qualified team that is aware of technological innovations, both in the cosmetic and equipment industries, especially when it comes to aesthetics.
Specialization – It is important to be up to date and specialize to serve a greater volume of customers. So, for example, if the salon is most sought after for colorimetry – procedures that involve hair color – it is important that professionals are trained for this.
Niche – Focus on specific markets, bring purpose and environmental awareness. The new generations demand botanical, vegan and organic products.
Digital channels – It is necessary to be connected with customers through social networks, forming a community around the business.
Partnerships – Bring brands as partners, offering quality products at a cost compatible with the public they serve.
Digitization – 100% of the management of this business must be digitalized. Working with data and having intelligent management (knowing customers, values, comparing periods and understanding which professionals have better revenue). This type of information is only possible when you have data that allows predictability and planning.