Beauty and Anti-Aging: Allowed Claims, Formats, and Price Points by Country

Hugo Andrade · 2026-10-07

Serums, collagen, and devices

In the beauty and anti-aging space, the most popular products include serums, collagen powder or capsules, and beauty devices. Each has specific features and presentation formats that impact audience acceptance.

• Serums: Usually sold in 30ml bottles, they focus on hydration and rejuvenation. The average price point is between R$ 100 and R$ 300.

• Collagen: Available as powder, capsules, or liquids. The price point ranges from R$ 80 to R$ 250, depending on the type and format.

• Devices: Devices like dermarollers and LED masks range from R$ 150 to R$ 800, depending on the technology and brand.

Claims

The claims you can use are crucial for market acceptance. It’s important to follow local regulations. Common claims include:

• Wrinkle reduction: Accepted in many countries, as long as the results can be substantiated.
• Increased skin elasticity: This claim is generally well received, as long as there’s data to support its efficacy.
• Deep hydration: A safe claim, as long as the product actually delivers these benefits.

It’s essential to avoid exaggerated promises that could lead to legal or reputational issues.

40+ audience

The target audience for beauty and anti-aging products, especially serums and collagen, is predominantly female and 40 or older. Data shows that this group is willing to invest in personal care, spending an average of R$ 200 to R$ 600 per month on beauty products.

Countries

Acceptance of claims and formats can vary significantly by country. Here are a few observations:

• Brazil: Most claims are accepted, but ANVISA regulations must be followed. Average price point of R$ 100 to R$ 300.

• Portugal: Similar to Brazil, but with a market that’s more open to innovation. Average price point of € 30 to € 80.

• Germany: Regulations are strict, so claims need to be very well documented. Average price point of € 50 to € 150.

• France: One of the most demanding markets, where product efficacy must be clearly demonstrated. Average price point of € 40 to € 100.

Competition

Competition in the beauty and anti-aging space is intense, especially online. Looking at FreeSpy data, you can see that brands using digital marketing strategies focused on social proof and influencers perform better. The ads that scale the most usually feature:

• Customer testimonials: Build consumer trust.
• Before and after: Visible results help drive purchase decisions.
• Promotions and bundles: Encourage a higher average order value.

What average price points have you been seeing in your region for these products?