Brazil's perfume sector expands with AI personalization and creator‑driven events

Natura is testing artificial‑intelligence technology to produce personalized perfumes and makeup bases directly at the point of sale in Brazil. Working within an Anvisa regulatory sandbox, the company uses a conversational platform that gathers consumer scent memories and preferences to generate up to three exclusive fragrances on the spot, and a rapid‑mix system that creates a custom foundation shade in under an hour. The initiative aims to gather technical and consumer data to inform future Brazilian cosmetics regulations.

Separately, the LAB 8 Experience was held at TikTok Brazil’s headquarters in São Paulo, bringing together leading perfume‑content creators for a day of networking, workshops and brand presentations. The event highlighted the growth of Brazil’s perfume market, the role of digital creators, and the impact of TikTok Shop on consumer purchasing behavior, while showcasing upcoming releases from the LF8 group’s LAB 8 and FLUY brands.