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3 clusters · 7 sources · 22 days · First seen · Last updated

International expansion in the Brazilian beauty market

Overview

The Brazilian beauty market is experiencing a period of significant international expansion and product diversification.

In early September, Amazon Brasil expanded its beauty catalog to include international brands such as L'Occitane en Provence, Color Wow, Mugler, and Shiseido, targeting high consumer interest in online cosmetic and perfume purchases.

During the Beauty Fair 2026 in São Paulo, several brands showcased new developments. Osang’s K-beauty brand eanae introduced Korean-style cushion foundations, while Skala presented new hair care lines including Mais Hidratação and a rebranded Skala Baby line. Additionally, Dailus debuted its metallic Space Sugar pencil collection.

A major driver of recent activity is the official entry of American brand e.l.f. Cosmetics into the Brazilian market. The brand is launching a portfolio of over 150 products, with prices ranging from R$ 45 to R$ 129. Following high social media demand, the launch began on the Sephora Brazil app on September 25, with physical store availability following on September 29.

Kory Marchisotto, president of e.l.f., noted that Brazil is “one of the most passionate beauty communities in the world” and a market that has actively requested the brand. Renata Nakano, merchandising director at Sephora Brasil, added that the local market closely follows global beauty industry movements and has shown consistent demand for the brand.

Entities

e.l.f. Cosmetics · Beauty Fair · L'Occitane en Provence · Shiseido · Mugler

Timeline

  1. 1 day ago

    [BUSINESS] 2 sources
    e.l.f. Cosmetics to launch in Brazil via Sephora

    e.l.f. Cosmetics will launch in Brazil on September 25 through Sephora, offering over 150 products to meet long-standing local demand.

  2. 11 days ago

    [BUSINESS] 3 sources
    Beauty market in Brazil sees e.l.f. Cosmetics launch and new product debuts

    The Brazilian beauty sector is expanding with the arrival of e.l.f. Cosmetics via Sephora and various new product launches from brands like Skala and eanae at Beauty Fair 2026.

  3. 23 days ago

    [BUSINESS] 2 sources
    Amazon Brasil expands beauty catalog with international brands

    Amazon Brasil is expanding its beauty category by adding international brands like Shiseido, Mugler, L'Occitane en Provence, and Color Wow to its catalog.

Sources

emtodolugar.facha.edu.br · entretetizei.com.br · magazine-hd.com · moneyreport.com.br · social1.ne10.uol.com.br · todateen.com.br · tomorrowland.com

This summary has been updated 1 time: see revision history