Why the Brazilian beauty market stands out in Latin America
Brazil is one of the main beauty markets in the world. In the first quarter of 2026, sales of premium beauty products grew 10% in the country, above the global average, which was around 7% in the same period, according to a survey by the consultancy company Circana.
For Carolina Carrasco, director of Branding and Communication at Quem Disse, Berenice?, one of Brazil's differences is the plurality of consumer profiles.
"The Brazilian people are very plural. There are many 'Brazils' within one Brazil. The Brazilian public is very connected with beauty and self-expression. This makes Brazil one of the leading beauty markets and a market that navigates very well in all categories", he states.
According to the executive, this diversity still directly influences the way brands develop products and campaigns.
"I believe that this plurality of our audience and this connection with self-expression make a lot of difference to the beauty market here in Brazil."
Pop culture also moves the sector
Another movement that has gained ground is the launch of collections inspired by entertainment franchises and pop culture characters. For companies, these collaborations serve as a way to bring together different generations of consumers.
Carolina explains that this type of partnership requires a long research and development process before hitting the shelves.
"A successful line is born with a very deep, intense creative process and with a lot of listening. There is also a very important connection with partners, but we look for collaborations that have the potential to connect different generations and that represent a legacy for pop culture."
In the executive's assessment, combining this emotional appeal with Brazilian consumer behavior helps explain the success of collections inspired by large franchises.
"We capture these potentials to develop products that make sense for the brand and the consumer."
See a line of nail polishes inspired by Disney Channel classics
Source: CNN