Latin America is one of the emerging markets for beauty and is currently experiencing rapid growth. As this nuanced market embraces digitalization and premium products, it’s expected to grow by 6.2% to reach $99.5 billion by 2029, according to Euromonitor. However, beauty consumer behavior varies by country: Brazil is now the world’s third-largest beauty market, while Mexico ranks 11th.
Latin America includes 33 countries, such as Brazil, Chile, Colombia, the Dominican Republic, Mexico, and Peru, with a total population of over 670 million. The region also has a strong social media presence. According to a Resourcera report, Latin America has 365.8 million monthly active users on TikTok alone.
But outside of Brazil and Mexico, the beauty consumer is still developing. “Demographic trends like the growth of the middle class in Brazil and Mexico, along with rising incomes, are why brands are turning to this market,” says Sara Hudson, a partner at McKinsey. Economic growth and job creation are driving this expanding middle class, according to the World Bank Group, along with over 70 million women joining the workforce since 2011.
International conglomerates are testing the waters. For L’Oréal Group, sales in Latin America grew by 8.3% on a like-for-like basis in the first quarter of 2026, driven by haircare, fragrances, and makeup. In Puig’s fiscal 2025 results, Charlotte Tilbury was the biggest contributor to the makeup category, supported by its entry into Mexico. In Unilever’s first-quarter earnings, Latin America saw 6.2% underlying sales growth, with a return to positive volume growth of 2.6%, reflecting improving momentum in key markets like Brazil and Mexico. However, sales in Latin America remained flat for Estée Lauder Companies in the third quarter of fiscal 2026, while at Coty, Americas sales (covering both North and South America) declined by 6% on a like-for-like basis during the same period.
The region offers plenty of opportunities for brands to explore. But entering the Latin American market comes with unique challenges, like understanding the region’s unstable political and economic landscape and meeting the different regulatory requirements of each of the 33 countries. Is it worth the risk?
Come to Brazil
“Please, come to Brazil” has become a viral meme on social media, where Brazilian fans invite their favorite celebrities and brands to visit the country in the comments on Instagram or TikTok.
“We Brazilians are very active on social media,” says Andrea Orcioli, Sephora’s managing director for Latin America. “Any brand entering the region needs a strong social media presence. Connecting with customers is crucial for success because the market is crowded.” Sephora’s Brazil Instagram account is the most-followed regional Sephora account after the US one, with 3.1 million followers (the US account has 22.6 million).
Last week, Sephora returned to host its two-day international beauty festival, Sephoria, in São Paulo, Brazil’s largest city with over 12 million people. The event sold out its 4,000 tickets in just 40 minutes after going live last month, beating attendance numbers from its first event in 2024 in Rio de Janeiro. Sephora brought 35 brands it stocks in Brazil to the event, including The Ordinary, Rare Beauty, Vic Beauté, Skin1004, and Carolina Herrera. The retailer also teamed up with Brazilian athleisure brand Hope on a 14-piece limited-edition collection of T-shirts, jackets, bottles, and caps. “This kind of collaboration appeals to Latin American consumers—it’s a mix of global and local brands coming together,” says Orcioli.
Brazil is different from its neighboring countries. The country is more of a trend accelerator than a demand-driven market, meaning consumers are influenced by social media and viral moments, says Claudia Lloreda, founder and general manager of regional beauty retailer Blush-Bar. SepHora currently operates 45 stores across the country, with four new locations set to open later this year. According to McKinsey, Brazil has one of the most beauty-engaged populations in the world, with deodorant (95%), haircare and fragrance (89%), and SPF (80%) being the most popular product categories.
Unilever has been strengthening its position in the Brazilian haircare market through Dove, positioning itself as an expert in hair damage repair using bond repair technology. “We’re also expanding our portfolio with Dove’s UV Repair & Glow + Ferulic line, which is designed to protect and repair hair from UV damage. This directly addresses the needs of consumers living in a climate with high sun exposure,” says Thais Hagge, Unilever’s general manager for beauty and wellbeing in Latin America.
Coty has also been building its relationship with Brazil for over a decade. The company has acquired local brands including bodycare lines Monange and Paixão, male grooming brand Bozzano, nailcare brand Risqué, and suncare brand Cenoura & Bronze. According to Coty, Risqué is the market leader in nailcare, Bozzano ranks first in the shaving category, and Monange and Paixão are among the top brands in body lotions and oils. “Brazilian beauty itself is gaining global relevance,” says Nicolas Fischer, EVP of Latin America and South and Sub-Saharan Africa at Coty. He notes that fragrance brand Granado has expanded internationally, while Sol de Janeiro—though not a Brazilian brand—has successfully exported the idea of “Brazilian vibes.”
A nuanced approach to consumers
Digitization is progressing slowly in Latin America due to socioeconomic inequalities, the cost of digital access, and low investment in research and development (R&D). In countries like Brazil and Mexico, technology and e-commerce are already advancing, but in places like Chile, Ecuador, and Paraguay, the shift to online shopping is slower, and brands still need to connect with these discerning customers in physical stores. Pharmacies and drugstore chains continue to play a major role in the Latin American beauty consumer’s buying journey—even in Brazil and Mexico, where Sephora holds a significant market share.
“Education really matters in our markets. This isn’t a self-shopping consumer who walks into a store knowing exactly what product they want,” says Lloreda, whose Blush-Bar has locations in Colombia, Chile, and Mexico, with a new store opening soon in Peru. “This is a consumer who wants to understand ingredients, be educated, and have a makeup artist teach them how to use the product.”
Lloreda explains that consumers in her home country of Colombia are value-driven and always concerned about price. The only way to break through is through in-store services that educate customers about product ingredients and how to use them. Customer engagement is a priority, and it’s how many people are discovering brands like The Ordinary and Sol de Janeiro. It also helps consumers tailor their purchases to their specific needs. In Colombia, Lloreda says, consumers are makeup-savvy and concerned about oily skin, while in Chile, they are more interested in skincare for dry skin, due to conditions like extreme UV radiation and high winds.
This tailored approach is also necessary when it comes to language. Although most Latin American countries speak Spanish, companies can’t just create a one-size-fits-all marketing strategy, because the language varies from country to country. For example, the word for mascara in Colombia is “pestañina,” while in Chile it’s “rímel.” “This is where customer service comes in. The words we use need to be precise and locally relevant to that specific country. You need to take local relevance into account when selling in Latin America,” says Lloreda.
Sephora is also catering to Brazil’s diverse population, investing heavily in the haircare and bodycare categories to address the country’s wide range of hair and skin types. “Our model at Sephora is about being”Being local-first, fully decentralized, and operating locally means understanding the country and its consumption habits, challenges, and complexities,” says Alexis Rollier, Sephora’s global chief operating officer. He notes that localization is so important for connecting with consumers that the retailer ran separate Mother’s Day campaigns last week for its Brazilian and Mexican markets.
“Latin American consumers bring their cultural traits into how they shop, and this needs to be central to the strategy of any brand that wants to genuinely connect with their communities,” says Unilever’s Hagge, pointing to qualities like family values and a preference for premiumization over luxury.
Coty’s Fischer adds that another key part of entering the market is adjusting the product range to local pricing. The brands Coty has acquired in the region are priced for mass consumers, while a more premium brand like Calvin Klein is the exception and keeps the same price globally. “Consumers across the region expect quality and strong value for money. The brands that consistently deliver both are the ones that earn lasting relevance,” Fischer says.
A brand or product’s success is measured by how well it fits into people’s daily lives and budgets across the region. Since countries in Latin America have very different levels of disposable income, how the brand story is told is crucial to winning over consumers.
A challenge for everyone
Latin America has some of the toughest product registration and regulatory requirements for health and beauty products. To enter the region, a brand must register its products separately in each country. In Mexico, brands only need to file a notice of operation form, rather than a detailed document listing every ingredient. In Brazil, the process is more extensive, requiring a quantitative ingredients list that breaks down the product’s formulation, as well as the information printed on labels. Colombia and Chile also have strict rules, with beauty and personal care products overseen by the National Food and Drug Surveillance Institute (INVIMA). This agency requires labels to be printed in Spanish and bans cosmetic products tested on animals from entering the country.
Lloreda says it’s essential for brands and retailers to have a regulatory team member on the ground in Latin America to smooth things out. At the same time, it’s an expensive process that needs someone who knows the local landscape. Over the past 10 years, Blush-Bar has invested more than $3 million in regulatory costs across the region. It can take up to two years to bring a brand to market, which is a costly time commitment and a risk if the business loses momentum during that period.
Another barrier many companies face is the political landscape in Latin America, including protests, drug trafficking, gang violence in some countries, and local mafia takeovers. “I’ve had to close stores in Colombia and Mexico many times due to protests, violence, and challenging situations—it’s not easy to operate in Latin America,” says Lloreda. She adds that unlike other markets, political turbulence can happen suddenly, especially during presidential elections, which often lead to two or three months of protests, along with store and mall closures.
“Latin America is not for the faint of heart when it comes to doing business. I think only brands with a true long-term perspective will do well, because you have to build the brand’s DNA and connect with the consumer. It takes years of effort and service to really see results,” she says.
Despite these challenges, Orcioli describes the Latin American beauty industry as resilient. “When times are tough, beauty still stays in people’s shopping baskets. You can cut out a lot of things, but beauty gives people confidence when they’re not feeling great because of the economy,” Orcioli explains. “At the end of the day, it’s aThe beauty industry in Latin America is incredibly resilient. So, what does the region have in store? “The US is a reference market for Latin America. We’re usually a few years behind, and we see those trends show up here two or three years later, sometimes even longer,” says Lloreda. She adds that Latin American consumers are now focusing on eco-friendly brands, science-backed skincare, the resurgence of K-beauty, and premium lines like Rare Beauty, Supergoop, and Sabrina Carpenter’s signature fragrance.
Blush-Bar and Sephora have started carrying Korean beauty brands such as Medicube, Skin1004, Biodance, and CosRX Skincare in their stores and direct-to-consumer channels. “At Blush-Bar, we don’t sell super luxury brands because our customers can’t afford a $400 product,” Lloreda explains. She notes that Gen Z shoppers discover brands by following US creators on social media and TV, picking up on what’s popular with them.
Kory Marchisotto, president of Elf Brands, says the real opportunity in the region is building trust and offering products at affordable prices that focus on sustainability, vegan ingredients, and certifications from outside groups like Peta and Leaping Bunny. Elf has been speeding up its growth at Sephora and Ulta Beauty in Latin America. “Elf Cosmetics is among the top three brands at Sephora and Ulta Beauty Mexico in dollar sales, and we sell more Elf units than any other brand they carry,” Marchisotto says.
Local brands can still do well, but reaching an international audience takes time. Right now, brands with Latin American roots, like Tata Harper or Rare Beauty, are thriving. “Brands succeed when they tailor their formulas to the local climate, skin tones, and hair types that reflect the region’s diversity, and adjust their pricing,” says Mikaely Correa, senior analyst at Euromonitor.
Elah Barshi, co-founder of the Dominican Republic-based skincare brand Moringaia, along with her brother Ben-Yama, believes the future of Latin American beauty lies in the region’s natural resources. The siblings launched the brand in 2021 to support reforestation in the Dominican Republic, naming it after the moringa tree, which locals call the “tree of liberty” or a “miracle tree.”
The brand has grown through tourism in the Dominican Republic by partnering with airports and spas, using a formula of 100% single-pressed moringa seed oil. “At Moringaia, our long-term goal is based on regenerative agriculture—growing ingredients responsibly and giving back to the land. We think the Dominican Republic and the wider region have so much more to offer the world in this way,” says Elah.
Frequently Asked Questions
Here is a list of frequently asked questions about How to Succeed in Latin America A Guide for Beauty Brands designed to be natural clear and helpful for both newcomers and experienced brands
BeginnerLevel Questions
1 Why should my beauty brand expand into Latin America
The region has a massive beautyobsessed consumer base People in countries like Brazil Mexico and Colombia spend heavily on skincare makeup and haircare Its a highgrowth market with a strong demand for both international and local brands
2 Do I need to change my product formulas for Latin America
Often yes Climate varies hugelyfrom humid tropics to dry highlands You may need to adjust textures or add specific SPF or antipollution claims
3 Whats the biggest mistake brands make entering this market
Treating the whole region as one country Latin America is diverse What works in Argentina may fail in Brazil You need a localized strategy for each key market
4 Do I need to speak Spanish or Portuguese to succeed
Not necessarily but you must have nativelevel localization Product labels marketing and customer service must be in perfect local Spanish or Portuguese for Brazil A bad translation can kill trust
5 How do I handle shipping and customs
Most brands use a local distributor or set up a local legal entity Alternatively use a crossborder ecommerce platform like Mercado Libre or Amazon Brazil which can handle logistics and customs for you Expect delays and high import taxes
Advanced Strategy Questions
6 Should I focus on retail or digitalfirst
Digitalfirst is often faster and cheaper Ecommerce and social selling dominate However a partnership with a major retailer like Sephora Mexico or Ripley can give you instant credibility Start online then negotiate retail
7 How important are influencers and beauty communities
Extremely important Latin American consumers trust peer reviews and microinfluencers more than traditional ads You need to build a community on Instagram TikTok and YouTube UGC is gold