The cosmetic industry has been expanding and growing steadily in
recent decades. Sales in the beauty and personal care industry reached
US$68.7 billion in the United States and US$433.4 billion globally in
2012. The US industry will reach US$ 81.7 billion by 2017 according to
the Euromonitor International Forecast by Direct Selling News (Direct
Selling News, 2014). In Brazil, according to the 2012 Catalogue of the
Brazilian Association of Cosmetics, Toiletries, and Perfume Industry
(ABIHPEC), this sector earned R$ 29.4 billion in 2011 ex-factory
amounts, which represents 1.7% of Brazil's GDP. During this same period, the sector grew by 4.6%, more than Brazil's overall total GPD, which
grew by only 0.1%. Brazil ranks 3rd in the global makeup market. A joint
survey conducted by ABIHPEC and Booz & Company revealed that the
consumption of products in the sector is expected to grow at around
5% per year by 2015 (ABIHPEC, 2014).