Beauty market in Brazil sees e.l.f. Cosmetics launch and new product debuts

The Brazilian beauty market is seeing significant activity through new product launches and international expansions. At the Beauty Fair 2026 in São Paulo, several brands showcased new developments, including Osang’s K-beauty brand eanae, which introduced Korean-style cushion foundations to the local market. Additionally, Skala presented new hair care lines such as Mais Hidratação and rebranded its baby line to Skala Baby, while Dailus debuted its metallic Space Sugar pencil collection.

In a major international move, American cosmetics brand e.l.f. Cosmetics is officially entering the Brazilian market this September. The brand will launch an initial portfolio of 156 products, with prices ranging from R$ 45 to R$ 129. The products will be sold exclusively through Sephora, starting on the Sephora Brazil app on September 25, followed by physical store availability on September 29. This expansion follows high social media demand in Brazil and aims to democratize access to beauty products.