◎ Brazilian Cosmetics Market ◎ The Brazilian beauty market has seen strong popularity for makeup and skincare products in stick packaging, known for their convenience of use. As Brazilian consumers increasingly prioritize practicality and efficiency, there's a growing trend toward minimizing the number of products used and simplifying beauty routines. Consequently, stick-type products with portable packaging and intuitive application methods were spotlighted as essential beauty items in 2024 and are expected to remain popular in 2025.
Furthermore, Brazil’s beauty industry is actively adopting e-commerce and digital content as core strategies to enhance consumer engagement. Brazilian beauty brands are diversifying their sales strategies by strategically utilizing e-commerce platforms and cultural events such as Carnival. Recognizing that social media–based content marketing is linked to increased sales performance, many brands are now reconfiguring how they communicate with consumers in innovative ways.
According to the Korea Cosmetic Industry Institute’s 2025 Global Cosmetic Focus Vol. 2 (U.S. and Brazil edition), “Not only in the U.S. but also in Brazil, there is a high demand for consumer-friendly and practical products,” adding, “Product planning and marketing strategies that emphasize portability and efficiency for use anytime, anywhere, are necessary.”
While K-beauty skincare products are receiving a positive response from Brazilian consumers, K-beauty makeup has not been as well received. This is because Brazilian consumers generally prefer a matte finish over the dewy, glass-like skin effect emphasized in K-beauty makeup.
To successfully enter the Brazilian market, K-beauty needs to enhance functional aspects such as hydration, UV protection, and anti-aging, while expanding its product lineup to cater to various skin tones. It also requires product planning and marketing strategies that highlight efficiency and portability (CMN, May 23, 2025). | 
