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Trend in Brazilian hospitality, vegan cosmetics market will grow 56% by 2030

According to Harus, leader in the amenities market, items free from animal products are currently best-sellers among accommodation options; market will be worth US$ 25 billion in 7 years

São Paulo, May 2023 – The vegan cosmetics market will grow by 56% by 2030, reaching US$ 25.1 billion, according to research by Coherent Market Insights. The expansion will be driven by increased consumer concern about health and well-being, in addition to the search for more sustainable labels and brands. In hospitality, the reflection of these habits in travelers' choices has also attracted the attention of accommodation providers to these products.

To meet this demand, Harus, a leading brand in the Brazilian amenities market, launched a complete vegan line in 2021, with items for body, hair and personal hygiene. “Since then, the products’ share of the company’s revenue has only grown. Today, they are a sales success”, says Luiz Roberto Magrin Filho, general director of Harus.

Part of the Alma Brasil brand, the Vegan Line includes shampoo, conditioner, liquid soap, moisturizing lotion and bath salts, all natural 100% and free from products of animal origin. It also includes a wooden comb, bamboo toothbrush and cotton swabs with cardboard rods, among others – always packaged in certified parchment paper.

Vegan products (which will have new features in 2023), however, are not the only result of the company's efforts to meet the environmental demands of the market and its guests. “It is in Harus’ DNA to seek innovations and develop products that are in line with the main trends and consumer demands. As part of this, we are constantly concerned about generating less environmental impact with our products”, says the businessman.

Harus introduced the Sólido line to the market, with 2-in-1 products (shampoo and conditioner) in bars, eliminating the use of plastic. In addition, its own line of Harus amenities is 100% biodegradable and not tested on animals, and the company is gradually replacing plastic packaging for soaps and accessories with biodegradable paper certified by the Institute of Technological Research. The bottles, in turn, are produced with recycled PET or polyethylene with the Green Plastic seal.

“We are also investing in expanding the dispenser portfolio, which is already a trend in global hospitality. The dispensers reduce the disposal of packaging in the environment, help reduce waste and are advantageous for our customers, as they guarantee cost savings of between 35% and 75%”, highlights Magrin Filho. They also provide a reduction in inventory space and agility in room tidying.

Sustainable initiatives are also part of new partnerships. In 2022, the Harus by Carla Guerra and Harus by Regina Segui lines were launched. Combining the know-how of Harus and the ambassadors, they were developed with natural ingredients and biodegradable formulas, free of parabens, mineral oils and silicones.
“It’s not just because guests are more demanding or the market is demanding good practices linked to ESG. Having a more sustainable operation is in everyone's interest and can also generate positive financial impacts for the sector. Everyone wins”, observes Magrin Filho.

About Harus
Harus, a leading brand in the Brazilian amenities market, is present in all hospitality segments with its diverse line of personalized products and private brands, including Alma Brasil. The modern factory, located in the city of Franca (SP), has the capacity to produce soaps, shampoos, moisturizers, body oils and a multitude of other items. From packaging design to the final product, the company develops exclusive formulations for national and international icon brands, including O Boticário, Vinotage (Grupo Família Valduga), L'Occitane and Costa Brazil.

In its 27-year history, the company has expanded its business with products for the food and hotel sectors, through partner brands. Harus Food Service presents a diverse range of products, including lines from Junior Alimentos, Flormel, Le Petit, Homemade, Ísis, Bauducco, Vigor, Caravelas, Lowçucar, Président, Cepêra and Billa.

More information: | @harusoficial (Facebook, Instagram and LinkedIn)

Press information:
2PRO Communication
Giuliana Vallone – [email protected]
Flavia Kurotori – [email protected]
(11) 97396-6613 | (11) 97672-9933

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