Whether it’s those luxuriously thick locks or that sun-kissed skin, Brazilian women are known for their beauty – and they fork out a lot to maintain it. German start-up Vaniday is capitalising; it's set to shake up the industry by making it easier than ever for Brazilians to book in for a blow-dry.

It's estimated that sales in Brazil's organic cosmetics sector will grow by 35% in 2014, reaching a sales revenue of R$2 billion. Nearly 85% of Brazilians refuse to consume products from unsustainable brands, and the Bio Brazil Fair in 2014 saw more business return than ever before.

Black women have long been underrepresented by cosmetics brands in terms of product ranges and advertising campaigns. But as the global population becomes more diverse – and as companies recognise the diversity that’s always existed – could the beauty market be set for an overhaul?

In Brazil's diverse society, there’s no single definition of beauty that applies to everyone. Its different social classes have created a variety of ideals and beauty icons. But how do Brazilian women decide what ideals to aim for, and how are they trying to achieve them?