Brazil is having a moment in London. First, the restaurants came: Filó Dining and then Bossa opened this summer to critical acclaim and we now have a plethora of really great Latin American dining hotspots in the city; Pão de Queijo, anyone?
And swiftly following comes the beauty loot too…
If you've ever walked the beaches of Copacabana or sipped a caipirinha at Crocobeach, then you already know that Brazilians are a nation of genetically blessed people. However, to further up their game, they're the country that ranks as one of the biggest beauty consumers. Saying that Brazilians are obsessed with beauty is an understatement. Putting it into a Brazil nutshell, they love beauty. Products and treatments are a national obsession. So, they understand formulations and what works to soothe sun-drenched skin and hair.
You only have to look at Gisele, working on her 24th Brazilian Vogue cover at 43 (and the rest of the beautiful population, young and old), to establish they put the time in.
Brazilian Dr Joney de Souza, who opened his clinic in London's Marleybone, says: 'Our love for beauty runs deep in Brazil. It's not just about products and treatments; it's a part of our culture, our identity. Beauty is intertwined with our way of life.'
He explains exactly why:
'Firstly, our diverse heritage plays a significant role. Brazil is a melting pot of different ethnicities: Indigenous, Portuguese, African, etc. This rich blend has given rise to a unique standard of beauty that embraces various skin tones, body shapes, and features. We celebrate individuality and self-expression, and this diversity fuels our fascination with beauty.
'Secondly, our climate and lifestyle contribute. Our tropical climate encourages outdoor activities and beach culture year-round. So, maintaining healthy skin and a toned physique becomes a natural priority. This environment fosters the demand for beauty products and treatments.'
Sissi Freeman, a Brazilian native and CMO for Granado, the Brazilian pharmacy that has just launched two stores in London, one in Ham Yard and another on Regent Street, says, 'The population is very diverse, and because of this mixture of ethnicities there isn't a single standard of Brazilian beauty. There is a freedom of expression.'
There's also a brilliant stock of some established beauty saviours in the form of raw ingredients from the Latin American region. Freeman states proudly, 'Granado uses tonka, murumuru butter and cashew for skin-softening properties.'
De Souza employs the Brazil nut in his clinic due to the selenium content, and says, 'The treatment involves the use of high concentration of antioxidants applied after removing dead skills followed by the infusion of the selenium antioxidant which stimulates circulation and results in hydrated, and dewy skin.' Very Brazilian indeed.
Brazilian beauty products have also gone viral this year. (If you have the time, check out #Brazilianbeauty on TikTok – it has nearly 1 billion views and is a very easy watch.) Of course, we've been sporting Brazilian blow dries and waxes for years – so nothing new there.
Think about the Sol de Janeiro Brazilian Bum Bum cream; everyone loves it – from editors and supermodels to doctors. It's packed with a hydrating blend of cupuaçu butter, açaí, coconut oil and guaraná, a native Amazonian fruit containing one of the most potent forms of caffeine.
And there's Costa Brazil – a luxury eco brand in Liberty that showcases the Jungle Complex™ of sustainably sourced, rare Amazonian ingredients, a nutrient-rich kaya, cacay and breu – to nurture, firm and restore skin.
You may not have the DNA, but if you head over to the new Granado stores or invest in the lotions – you might buy a bit of that contagious Brazilian spirit – and probably feel a little beautified, too.
Are you looking to buy Granado in London? Two stores will be here until January 2024, so get over to the exotic apothecary and stock up on exotic home and personal scents, luxury soaps and delightful-smelling body products. We love 'Bossa', one of the iconic lines from the brand that transports you to Rio with marine, citrus and tropical scents delicately layered to bring you a bouquet of sophisticated Tropicana to your London abode.
Granado Ham Yard: 7 Denman Place, London W1
Granado Regent Street: 84 Regent Street, London W1
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