From The Editor’s Desk

Are LATAM beauty brands poised to be a big international hit?

By Simon Pitman

- Last updated on GMT

Getty Images
Getty Images
With the emergence of Brazil’s Natura brands on to the global market place, there is growing evidence that Latin American beauty brands are gaining momentum, both regionally and worldwide.

For many international consumers, Latin America is associated with exotic natural formulations, made with ingredients sourced from the region’s unique eco system, much of that from the rich and diverse Amazon region that harbors 25% of the world’s biodiversity.

Natura has probably done more than any other beauty and personal care company from the region to promote a distinctly Latin American flavor internationally.

Natura spreads the Brazilian beauty word internatiionally

As well as expanding to other countries in Latin America that include Mexico, Colombia, Chile, Peru and Bolivia, the Brazilian company has set up bricks and mortar stores in Europe, specifically in the UK and France, and in recent years has made the United States a particular focus, too.

Last year Cosmetics Design spoke to Natura’s advisor on global innovation to find out more about the company’s expansion into North America and​ discovered that the company is poised to build on the brand awareness and gradually grow the brand in the US.

But this move to gradually grow the brand as a distinctly Latin American offering in North America and beyond is also serving to grow recognition of smaller Latin American brands, a fact that is reflected in recent moves by leading beauty retailer Sephora.

Sephora platforms Latin American indie beauty brands

Sephora is stocking a growing number of smaller Latin American brands, which are being highlighted for their innovation, as well as their distinct Latin American flavor.

Cosmetics Design bought news to you of the latest editions to its Accelerate Program​ earlier this month, which included the additions of Brazilian brands brands Care Natural Beauty and Orna Makeup, together with Mexican player Polvos Magicos.

This publication has also been carefully following some of the most exciting launches coming out of the region thanks to its partnership with market intelligence provider Mintel, as well as dedicated brand profiles from some of the most innovative emerging brands from across the region.

We are seeing a lot of very interesting brands coming out of Colombia, Chile and Mexico, but especially out of Brazil, which is by far the biggest market in the region and also benefits from massive ingredient

Cosmetics Design LATAM Beauty Profiles

Here is a selection of the individual LATAM Beauty Brand profiles we have published so far this year:

H La Cosedora Nail Art

Maria Natureza

Ere Perez Natural Cosmetics



New Body Costa Rica

LATAM Beauty Profiles in association with Mintel

And here is a selection of the LATAM Beauty Brand profiles we have put together in partnership with Mintel, as gallery articles:

Men’s grooming natural products

Korean-inspired brands

Hottest natural hair care launches

Innovative skin and hair care brands

All of this coverage of new LATAM brand launches demonstrates the innovation and distinct concepts that are coming out of the Latin American region, highlighting growth areas such as hair care, men’s grooming, body care and natural-based products – often with ingredients sourced from the region.

We expect to see a growing volume of launches in the future, both on the back of greater economic stability in the bigger LATAM countries such as Brazil, Colombia and Mexico, but this growth will also be driven by a growing interest in these brands from outside of the region.

Keep tuned in to our LATAM Beauty Brands Profiles for further developments!


If you would like to have your Latin American distributed brand featured as a LATAM Beauty Brands profile, please click here to contact the editor​.

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