The coronavirus pandemic has raised awareness of wellbeing and self-care in Latin America, accelerating the already existing trend of preventative health. Since the outbreak, consumers have quickly turned to immune system and general health positioned products; and many regions in Latin America reported spikes in sales of vitamin C, multivitamins, paracetamol and aspirin. The increased messaging of hygiene and sanitation also led consumers to purchase liquid and bar soaps as well as hand sanitizers. As a result, companies like Natura, which primarily focuses on beauty and personal care products, shifted to produce hand sanitizers and soaps to both compensate for loss of sales in other categories and to cater to consumers’ needs.