ISDIN, the dermocosmetics brand founded in 1975 in Barcelona, is sold in about sixty countries around the world. Brazil is its third largest global market and one of the company’s development priorities.
"Brazil is one of the most advanced countries in skincare, with very demanding consumers and experienced dermatologists, who are important opinion leaders, influencing decisions on the best individual skincare routine for their patients," highlights Wellington Santos, General Manager Brazil for ISDIN.
According to the manager, the Brazilian dermo-cosmetics market generates more than R$6.2 billion (EUR1.02 billion or USD1.13 billion) per year with a growth of 10% per year since 2021. In this context, "ISDIN has recorded an average growth of 28% per year during the same period," he reveals.
The sunscreen Brazilian dermatologists prescribe the most
This progression, almost three times faster than the segment average, mostly comes from the sun protection category. ISDIN boasts to market the sunscreen that dermatologists prescribe the most in Brazil. According to Wellington Santos, Fusion Water is also the sales leader in several other countries, such as Spain, Mexico, Chile, Peru and Colombia.
"With a market share of 31%, sun protection represents the largest segment of the dermo-cosmetics market in Brazil. This category has grown steadily over the last three years, at an average of 11.2% per year," explains the manager.
And ISDIN is constantly feeding the category with innovations. For the 2024-2025 summer season, the Spanish brand recently presented its Transparent Spray sunscreen in Brazil in SPF 30 and SPF 50 versions. With a light, refreshing and invisible texture, it can be used on wet or dry skin and is water-resistant. Another new product is the Gel Cream Pediatrics SPF 50 sunscreen for children. Recommended for children aged six months and over, it moisturizes like a cream, refreshes and penetrates quickly like a gel.
Strengthening the Acniben line
In addition, ISDIN is also strengthening its Acniben line, which focuses on hygiene and the treatment of oily, acne-prone skin, one of the most common skin types in Brazil.
"Among ISDIN’s recent launches in Brazil are: Acniben Gentle Exfoliant in the country, which removes dead cells without leaving skin tight or dry; Acniben Night Concentrate, a non-greasy night serum that improves the appearance of skin and restores its luminosity; and Acniben Purifying Facial Mask, which deeply cleanses the skin. The three new products are instrumental for skin care and help control acne, blackheads or excess sebum," continues Wellington Santos.
The brand’s main launch in Brazil in 2023, the Acniben line has undergone a global reformulation before being introduced in the country. "Acniben has performed very well since its launch. Brazil is already the second largest market for online sales for Acniben, second only to Spain," highlights Wellington Santos.
The executive is optimistic about the brand’s prospects in Brazil. “The growth forecast for 2024 is 30% and we expect to double ISDIN revenues in Brazil by 2028,” he concludes.
