Seaweed cosmetics: análise do potencial de um modelo de negócios centrado em cosméticos de algas marinhas

Abstract

Cosmetics are synthetic or natural preparations intended for external use and were developed from the discovery of ingredients capable of sustaining the formulations. Over time, knowledge spread and the cosmetics industry emerged, with a billion-dollar market dominated by an oligopoly of multinationals. To get a sense of its magnitude, data from a survey carried out by Business Insider (2017) shows that 182 of the main beauty companies are controlled by 7 majores players, with the top 20 leaders in this sample recording US$186 billion in annual net sales, according to Beauty Packaging (2023). However, research by the Union + Webster agency shows that 87% of Brazilians prefer companies that work with sustainability, a fact that includes individuals who adhere to slow beauty and veganism. Based on this trend, this scientific-entrepreneurial research aims to diagnose opportunities - for business models - centered on algae-based cosmetics and associated with 4.0 enabling technologies. To this end, the research method is centered on exploratory analysis based on techno-logical and market prospecting. With an applied nature and a qualitative and quantitative approach, the study describes and analyzes the prospected data, supported by bibliographic procedures. The results show the dominance of the major economic powers in the patent, economic and marketing areas, with evidence of cosmetological nanomaterials as well as big data, artificial intelligence and the internet of things to optimize the production chain, consumer trends and crop monitoring. Finally, the business modeling of Seaweed Cosmetics helps to support entrepreneurial initiatives involving seaweed in Rio Grande do Norte and supports the production of cosmetics made from the seaweed Gracilaria birdiae.