Brazil Color Cosmetics Market Report 2026
"Treatment-led claims, dupe positioning and a renewed focus on multifunctional products offer opportunities to spark consumer curiosity."
Mariana Lombardo, Research - Mintel Reports
In Brazil, even amid a challenging economic environment, makeup continues to stand out within the beauty industry. Although price remains a key factor in purchasing decisions, the category is gaining momentum in the premium segment, supported by positive growth projections. As a result, products with higher added value are expected to receive increased consumer attention. Digital retail is broadening brand visibility, and while pharmacies remain the leading channel for makeup purchases, platforms such as Shopee and Mercado Livre are strengthening their position as strategic sales venues, alongside brands’ own ecommerce.
This Report Looks at the Following Areas:
- New beauty aesthetics shift power structures and drive a more active search for identity
- The perception of value is strengthening as a key category driver, emerging through competitive pricing, added actives or disruptive packaging, and demanding that each brand develop a precise understanding of its audience’s expectations
- Inflation and a more informed consumer base are accelerating the rise of dupes, creating opportunities that require brands to adopt a strategic yet cautious approach
- Integrating wellness concepts presents a meaningful opportunity to drive success and differentiation within the category
- For different generations, relevance goes beyond compatible textures or formulations, encompassing the delivery of personalized and clearly perceived benefits
Market Definitions
This Report examines the habits, routines and behaviors of Brazilian consumers in the makeup category. It provides an analysis of how Brazilians incorporate makeup products into their daily routines, as well as an assessment of future trends shaping the category.
The following sub-categories were analyzed:
- facial makeup (including foundation, concealer, blush, face powder, highlighter, primer, tinted moisturizer, setting spray, BB/CC cream, bronzer)
- lip makeup (including lipstick, gloss, liquid lipstick, lip tint, lip liner, lip oil, lip plumper, tinted lip balm)
- eye makeup (including pencil/eyeliner, eyeshadow, mascara, false eyelashes, eyebrow products, eye primer)
Collapse All
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for color cosmetics
- Opportunities
- Beauty products as accessories, minis and perceived value
- Dupes offer accessible value and empower informed consumers
- Repositioning multifunctionality
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THE MARKET
- Integrating prevention and longevity into makeup
- Graph 1: annual retail sales value growth for facial skincare compared with color cosmetics, 2023-24
- Color cosmetics drive beauty NPD in Brazil
- Graph 2: share of facial skincare launches compared with bodycare and color cosmetics, 2019–24
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THE CONSUMER
- Makeup usage
- Behavioral shifts require category updates
- Graph 3: makeup usage, women, 2026
- Draw on natural beauty to differentiate your brand
- The category has the potential to shape the emerging conversation around the pasteurization of beauty
- Facial makeup
- Base makeup is ubiquitous…
- Graph 4: facial makeup usage, women, by age group, 2026
- Transform blush into a treatment
- Spot correction gains prominence in the skincare-first market
- Graph 5: facial makeup usage, 2024 and 2026
- Natural skin aspirations are emerging as the new norm
- Graph 6: facial makeup claims, 2026
- Transform long-lasting into a concept that integrates health and beauty
- Microbiome-friendly makeup
- Regional differences shape facial makeup preferences
- Skin preparation products are less popular
- Graph 7: makeup frequency, 2026
- “Cloud skin” replaces high-glow finishes with a more balanced look
- Eye makeup
- Eye makeup becomes more precise in its application
- Graph 8: eye makeup usage, 2026
- Difficulties in using mascara increase with age
- Think about 360° compatible products and benefits for mature skin
- Simplifying routines sustains the relevance of eye makeup
- Graph 9: eye makeup usage frequency, 2026
- Vibrant, fun and colorful looks are in
- Lip makeup
- Lip products continue to serve as small luxuries
- Graph 10: lip makeup usage, 2026
- The search for a more natural beauty is also reflected in lip makeup
- Graph 11: lip makeup claims, 2026
- Deliver more than color
- Pharmacies as a point of sale for lip makeup that provides additional benefits
- Behaviors toward makeup
- Less attachment to brands, more expectations of value and meaning
- Increasingly accurate inspirations delight the informed consumer
- Delve deeply into functional or emotional packaging
- Attitudes toward sustainability in makeup
- Sustainability is more symbolic than practical influence
- Graph 12: attitudes toward sustainability in makeup, 2026
- Deliver minimalism in formulations and packaging
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PRODUCT, INNOVATION AND MARKETING
- Coty partners with OpenAI to optimize internal processes
- Coty shifts focus to fragrances and the premium market
- Natura opens a store with a smart mirror
- Natura completes its sale of Avon International to Regent LP
- Starbucks bets on the beauty segment to remain relevant
- Beauty expanding into wellness
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APPENDIX
- Report definition
- The consumer
- Consumer research questions
- Generations
- Abbreviations and terms
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