According to recent survey data released by the American consulting firm Circana, sales in the high-end beauty market in Latin America saw a year-on-year growth of 13% in the first half of 2025. Brazil contributed nearly one-third of the sales in the region, also achieving a 13% growth, although the growth rate has slowed compared to previous years.

Zhongjin has learned that Circana is a consulting firm specializing in market intelligence and consumer behavior analysis, utilizing artificial intelligence and data analytics to monitor the beauty market, helping understand consumer behavior patterns and consumption trends in Brazil and across Latin America.

In the first half of this year, the high-end beauty market in Brazil showed a healthy balance between physical stores and online shops, with traditional retail channels remaining the main driving force, largely due to the opening of new stores. Compared to other Latin American countries like Argentina and Mexico, the growth rate of sales through e-commerce channels in Brazil was faster, reaching 1.5 times that of physical retail.

Ana Seccato, Business Director at Circana, stated, "Although the growth rate in Brazil has slowed down, the foundation remains solid, and the balanced development of online and offline models reflects consumer maturity and high expectations."

Perfumes continue to dominate the various categories of high-end beauty products, holding a 65% market share in the Latin American region, with a 50% share in the Brazilian luxury channel.

In the first half of 2025, driven by price increases and e-commerce development, perfume sales in the Brazilian market increased by 12% year-on-year, while the entire Latin American region saw a 15% increase. Fashion and Arabic perfume brands performed exceptionally well, with some even experiencing double-digit or triple-digit growth.

Makeup was the best-performing category in Brazil, with sales increasing by 16% in the first half of the year, accounting for 30% of total sales revenue in the luxury channel. Sales from mid-range and semi-luxury brands drove the growth of this category, most of which are online brands or influencer-created brands.

The sales growth rate of makeup in physical channels was approximately 1.6 times that of online channels. Influenced by trends like gradient lips, the popularity of lip gloss and lip product sets continues to rise. Makeup sales in the Latin American region grew by 11%, mainly due to the addition of new brands.

In the skincare sector, the overall growth in Latin America was only 6%, primarily due to consumers shifting towards more affordable products. However, skincare sales in Brazil grew by 13%, driven by Asian brands, influencer products, and new lip care products such as lip balms and overnight lip masks.

Additionally, strong growth was observed in hair care product sales in Brazil in the first half of the year, with an increase of 15%. Hair care products and accessories like hair dryers, combs, and scalp massagers showed outstanding performance, with sales increasing by over 90% year-on-year.

Seccato stated, "Latin American consumers, especially in Brazil, are increasingly accepting new brands and sales channels, but they still value the offline experience and consider it an important part of the shopping process." She believes that companies need to develop more intelligent and personalized omni-channel sales strategies to transform the characteristics of each market into actual growth opportunities.