Known for their macho image, a few short years ago Latin men were not too into cosmetics, but fast-forward to 2006 and a different image is emerging. According to reports, the market for male cosmetic and personal care items is booming in Latin American. Figures for 2006 revealed that in excess of $3 billion was spent by men in Latin American on cosmetics and personal care products. Annual sales of $6.7 billion are predicted for the region in the next 7 to 8 years according to business intelligence company, InfoAmericas. to Leading the pack are Brazil, Venezuela and Argentina. Industry insiders note that the market is growing at an annual rate of nine percent.

Most Latin American men, according to reports prefer to purchase personal care items in supermarkets. Most mass brand products are available in the region, including Gillette, Nivea and Neutrogena.