The makeup category was one of the main drivers of prestige beauty growth last year in Brazil.

Representing a third (R$1 billion) of the total prestige beauty market, it recorded a growth rate of more than 25% in 2023.

“Historically, makeup has always benefited from greater penetration rates in Brazil than in other Latin American countries. Booming globally, the category is benefiting from a p ost-pandemic effect. In Brazil, as in all countries, it is driven by social networks and generation Z.” – Ana Seccato –

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