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REPOR T

Brands that offer immersive physical stores and innovative both domestically and globally. Keeping aligned to the
digital platforms, connect more effectively with the discerning evolving retail and distribution landscape is vital, as the
Brazilian beauty audience who positively respond to characteristic direct-selling and brick & mortar channels are
storytelling, authenticity and cultural alignment. A signature increasingly combined with health-tech collaborations, a
of Latin American brands is their ability to build a distinctive dominant pharmacy segment and growing digital initiatives.
image by tapping into their cultural heritage and native A dynamic that is also creating more competition between the
ingredients that appeals to a broad range of consumers different segments which is driven by the price sensitivity and
affordability consumer values.
TRENDS To NoTE

Personalization, sustainability and innovation are shaping
many of the emerging trends in Latin America, which like the
rest of the world are being promoted through social networks.
Key trends for 2025 include:
• Preventative & Functional Skincare: products that target
early aging signs, optimise the health of the skin, combat
environmental damage and offer nutrient-rich formulas.
• Bold Eye Make Up: vibrant and expressive eye looks are
gaining popularity.
• Biotechnology: advanced sustainable ingredients for beauty
and fragrance innovations.
• Personalized Solutions: tailored beauty and fragrance
offerings, including custom scent creation.
• Sustainability: eco-friendly packaging and ethically sourced
ingredients for beauty and fragrances.
• K-Beauty Influence: continuing inspiration from innovative
Korean beauty practices.
• Digital Integration: AR technology for virtual try-ons and
personalized consultations.
• Fragrance as Self-Expression: a growing trend in niche and
bespoke fragrances allowing consumers to craft scents that
reflect their identity and emotions.
• Mood-Enhancing Fragrances: a rise in scents designed to
influence mood and sense of wellbeing.

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