{"id":94670,"date":"2026-03-25T10:20:01","date_gmt":"2026-03-25T13:20:01","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=94670"},"modified":"2026-03-25T10:20:08","modified_gmt":"2026-03-25T13:20:08","slug":"beleza-cresce-44-no-e-commerce-impulsionada-por-marcas-diretas-ao-consumidor","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/cs\/beleza-cresce-44-no-e-commerce-impulsionada-por-marcas-diretas-ao-consumidor\/","title":{"rendered":"Kr\u00e1sa roste 441 TP3 T v e-commerce poh\u00e1n\u011bn\u00e9 p\u0159\u00edmo na spot\u0159ebitele zna\u010dek"},"content":{"rendered":"

Uprost\u0159ed konsolidace elektronick\u00e9ho obchodov\u00e1n\u00ed v Braz\u00edlii a zm\u011bny spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed v postpandemick\u00e9m obdob\u00ed se segment zdrav\u00ed a kr\u00e1sy etabloval jako jeden z nejdynami\u010dt\u011bj\u0161\u00edch motor\u016f digit\u00e1ln\u00edho maloobchodu, poh\u00e1n\u011bn\u00fd nov\u00fdmi prodejn\u00edmi strategiemi a vzestupem digit\u00e1ln\u00edch nativn\u00edch zna\u010dek. V roce 2025 zaznamenala kategorie r\u016fst tr\u017eeb o 441 TP3T, kter\u00fd dos\u00e1hl 791 milion\u016f R$, podle pr\u016fzkumu spole\u010dnosti Nuvemshop 791, kter\u00fd p\u0159esahuje pr\u016fm\u011br trhu a posiluje rostouc\u00ed v\u00fdznam tohoto odv\u011btv\u00ed v online prost\u0159ed\u00ed.<\/p>\n\n\n\n

Pokrok \u0159ad\u00ed zdrav\u00ed a kr\u00e1su mezi segmenty v\u011bt\u0161\u00ed trakce v brazilsk\u00e9m elektronick\u00e9m obchodov\u00e1n\u00ed, pouze za m\u00f3du, kter\u00e1 vede s p\u0159\u00edjmy 2,9 miliardy R$. Ostatn\u00ed kategorie, jako je d\u016fm a zahrada (441 milion\u016f R$), dopl\u0148ky (426 milion\u016f R$) a \u0161perky a polos\u00f3je (308 milion\u016f R$), maj\u00ed tak\u00e9 relevantn\u00ed v\u00fdkon, ale ni\u017e\u0161\u00edm tempem, ne\u017e jak\u00fd je pozorov\u00e1n v kategorii kosmetiky a osobn\u00ed p\u00e9\u010de.<\/p>\n\n\n\n

\u010c\u00e1st t\u00e9to expanze je p\u0159\u00edmo spojena s evoluc\u00ed modelu direct-to-consumer (D2 C), ve kter\u00e9m zna\u010dky za\u010d\u00ednaj\u00ed prod\u00e1vat p\u0159\u00edmo kone\u010dn\u00e9mu spot\u0159ebiteli, \u010d\u00edm\u017e se eliminuj\u00ed zprost\u0159edkovatel\u00e9. Hygor Roque<\/strong>, Hlavn\u00ed p\u0159\u00edjmy<\/strong> da Divibank<\/u><\/strong><\/a>, strategie umo\u017enila v\u011bt\u0161\u00ed kontrolu nad cenami, pozic\u00ed a n\u00e1kupn\u00edmi zku\u0161enostmi, krom\u011b zv\u00fd\u0161en\u00ed mar\u017e\u00ed a urychlen\u00ed schopnosti p\u0159izp\u016fsobit se po\u017eadavk\u016fm ve\u0159ejnosti. \u201cINTrv\u00e1 digit\u00e1ln\u00ed prost\u0159ed\u00ed pro nez\u00e1visl\u00e9 zna\u010dky, kter\u00e9 mohou uv\u00e1d\u011bt, testovat a \u0161k\u00e1lovat produkty s v\u011bt\u0161\u00ed agilitou, \u0159\u00edk\u00e1.<\/p>\n\n\n\n

R\u016fst elektronick\u00e9ho obchodu tak\u00e9 navazuje na struktur\u00e1ln\u00ed s\u00edlu kosmetick\u00e9ho sektoru v zemi Podle \u00fadaj\u016f Euromonitor International Braz\u00edlie dos\u00e1hla v roce 2025 pozice t\u0159et\u00edho nejv\u011bt\u0161\u00edho sv\u011btov\u00e9ho trhu kr\u00e1sy, hnut\u00ed udr\u017eovan\u00e9ho trendy, jako je popularizace vegansk\u00fdch produkt\u016f, \u0159ady bez krutosti, dostupn\u011bj\u0161\u00ed zna\u010dky a expanze mu\u017esk\u00e9 spot\u0159eby. O\u010dek\u00e1v\u00e1 se, \u017ee segment si do roku 2030 udr\u017e\u00ed pr\u016fm\u011brn\u00fd ro\u010dn\u00ed r\u016fst asi 81 TP3T.<\/p>\n\n\n\n

Studie z\u00e1rove\u0148 poukazuje na relevantn\u00ed zm\u011bnu provozn\u00edch model\u016f virtu\u00e1ln\u00edch obchod\u016f Zat\u00edmco dal\u0161\u00ed prodej a vlastn\u00ed v\u00fdroba z\u016fst\u00e1vaj\u00ed p\u0159evl\u00e1daj\u00edc\u00ed, dropshipping ztratil prostor, s poklesem o 281 TP3 T v roce 2025. \u201cstahov\u00e1n\u00ed BPA odr\u00e1\u017e\u00ed faktory, jako je zdan\u011bn\u00ed mezin\u00e1rodn\u00edch n\u00e1kup\u016f, zhodnocen\u00ed dolaru a zv\u00fd\u0161en\u00ed n\u00e1klad\u016f na akvizici z\u00e1kazn\u00edk\u016f, co\u017e vytv\u00e1\u0159\u00ed tlak na ziskovost tohoto modelu, zd\u016fraz\u0148uje.<\/p>\n\n\n\n

Trend nazna\u010duje migraci k udr\u017eiteln\u011bj\u0161\u00edm a kontrolovan\u011bj\u0161\u00edm struktur\u00e1m, v nich\u017e firmy za\u010d\u00ednaj\u00ed dominovat ve vlastn\u00edm hodnotov\u00e9m \u0159et\u011bzci Mezi expanduj\u00edc\u00edmi podniky (s m\u011bs\u00ed\u010dn\u00edmi v\u00fdnosy nad 20 tis\u00edc R1TP4 T) se ji\u017e jako dominantn\u00ed strategie jev\u00ed vlastn\u00ed v\u00fdroba, vykazuj\u00edc\u00ed pohyb v\u011bt\u0161\u00ed provozn\u00ed vysp\u011blosti a hled\u00e1n\u00ed diferenciace Produkce u\u017e v tomto sc\u00e9n\u00e1\u0159i nen\u00ed jen logistick\u00fdm rozhodnut\u00edm a za\u010d\u00edn\u00e1 zauj\u00edmat \u00fast\u0159edn\u00ed roli v budov\u00e1n\u00ed zna\u010dky a konkurenceschopnosti v digit\u00e1ln\u00edm obchodu.<\/p>","protected":false},"excerpt":{"rendered":"

Em meio \u00e0 consolida\u00e7\u00e3o do com\u00e9rcio eletr\u00f4nico no Brasil e \u00e0 mudan\u00e7a no comportamento de consumo no p\u00f3s-pandemia, o segmento de sa\u00fade e beleza vem se firmando como um dos motores mais din\u00e2micos do varejo digital, impulsionado por novas estrat\u00e9gias de venda e pela ascens\u00e3o de marcas nativas digitais. Em 2025, a categoria registrou crescimento […]<\/p>\n","protected":false},"author":1,"featured_media":10383,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,34],"tags":[43,53,79],"class_list":{"0":"post-94670","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-noticias","8":"category-pesquisas","9":"tag-e-commerce","10":"tag-noticias","11":"tag-pesquisas"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/94670","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/comments?post=94670"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/94670\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/10383"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=94670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=94670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=94670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}