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South America Makeup Market Size, Share & COVID-19 Impact Analysis, By Product (Gels, Lotions, Powders, and Others), By Application Area (Lips, Eyes, Face, and Nails), By Distribution Channel (Exclusive Brand Stores, Supermarkets/Hypermarkets, Online Stores, and Others), and Regional Forecast, 2019-2030

Region : South America | Format: PDF | Report ID: FBI107502



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South American region exhibited a fourth largest share in the global market  in 2022. South America makeup market size is projected to grow at a CAGR of 4.0% during the forecast period. The global market is projected to grow from USD 39.58  billion in 2022 to USD 58.15 billion by 2030.

Rising demand for multifunctional cosmetic products among the Argentine and Brazilian population is mainly driving the South American makeup market growth. In addition, the growing popularity of using make-up products of vivid tones and inclusive shade ranges among Brazilians favours the region's product demand. In 2021, the Brazilian Association of Personal Hygiene, Perfumery, and Cosmetic Industry (ABIJPEC) launched a program called ‘Being Well With You – Beauty Against Cancer’ to conduct nearly 573 beauty workshops across different Brazilian states. The program is designed to enhance the self-esteem, beauty, well-being, and self-care of almost 5,338 Brazilian women suffering from cancer disease. These associations’ initiatives could increase the product demand in the region.

Our report on the South America market covers the following countries/regions – Brazil, Argentina, and the Rest of Latin America.


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Rising Demand for Color Cosmetics Made of Vegan Ingredients to Favor Growth

Evolving ethical shopping trends and the rising adoption of color cosmetics made of vegan ingredients are creating newer market growth opportunities. In addition, South Americans' growing popularity of vitamin-enriched nail care products and facial foundations to get added self-care benefits is favoring the region’s market growth. Furthermore, a rising number of men consumers using cosmetics made of naturally-sourced ingredients and growing consumer awareness of ethical shopping are the market trends opening newer business growth opportunities for the companies in the industry.

  • For instance, Natura & Co., a Brazilian sustainable color cosmetics maker, reported an 8.8% increase in net sales and reached USD 7,205.79 million in 2021.


Growing Popularity of Attending Beauty Fashion Shows to Accelerate Product Demand

Nowadays, Brazilian and Chilean youngsters and fashion artists are attending the latest beauty fashion shows to understand the newer personal grooming styles and fashion trends. The growing popularity of beauty fashion shows and key players’ focus on launching marketing-purpose beauty platforms is accelerating the product demand in the region.

  • For instance, in December 2022, Puig, a Spanish fragrances and fashion products maker in collaboration with Dufry AG, launched a gathering event in Brazilian Sao Paulo Gaurulhos airport’s third terminal. The event aims to demonstrate the company’s Herrera collection of beauty products such as lip, eye, and complexion products.

  • In November 2019, Avon Products, Inc., an American cosmetic maker, launched an Avon Beauty Award show in Argentina and Chile. The show aims to demonstrate the company’s newer innovative product types to makeup artists and youngsters.


Counterfeit Product Offering to Limit Market Growth 

Nowadays, consumers prefer sustainable and safer grooming products to avoid health complications due to chemical-based concealers, primers, and foundations. However, easier consumer access to counterfeit products and regular companies’ provision of chemical-based cosmetics is significantly posing challenges to the sustainability development of the Latin American cosmetic industry and subsequently South America makeup market growth.

  • From 2009 to 2020, the Brazilian National Health Surveillance Agency (Anvisa) identified 872 cosmetic product registration applications with companies offering quality degraded cosmetic products.

  • 64% of those companies are located in Sau Paulo, Brazil region.


In terms of the competitive landscape, L’Oréal S.A., Shiseido Co. Ltd., and Oriflame Cosmetics Global SA. are the leading players operating in the South America makeup  market share. Nowadays, key players offer an innovative collection of color cosmetics to expand their regional reach. For instance, in April 2019, Shiseido Co. Ltd. a collection of four new products in São Paulo’s Guarulhos International Airport, Brazil.



  • December 2022: Carolina Herrera, a Puig, S.L.-owned fragrance, makeup and accessories maker, launched a line of Herrera Beauty Makeup on two new-look counters in Sao Paulo-Gaurulhos airport. The line includes lip, eye, and skin products.

  • September 2022: Clariant AG, a Swiss cosmetic ingredient manufacturer, expanded its long-term partnership with Beraca Ingredientes Naturais S.A., a Brazilian beauty products supplier, to showcase the features of its active and natural origin ingredients at the Sao Paulo beauty tradeshow. This company’s long-term partnership will likely strengthen its presence in the American color cosmetics industry.


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The market report provides qualitative and quantitative insights on the market and a detailed analysis of the market size & growth rate for various segments covered in the market. Along with the South America market forecast, the research report provides an elaborative analysis of the market dynamics and competitive landscape. Various key insights presented in the report are overview of the number of procedures, an overview of price analysis of types of products, overview of the regulatory scenario by key countries, pipeline analysis, new product launches, key industry developments – mergers, acquisitions & partnerships and, the impact of COVID-19 on the market.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 4.0% from 2023 to 2030


Value (USD billion)


Product; Application Area; Distribution Channel; and Country/ Sub-Region

By Product

  • Gels

  • Lotions

  • Powders

  • Others

By Application Area

  • Lips

  • Eyes

  • Face

  • Nails

By Distribution Channel

  • Exclusive Brand Stores

  • Supermarkets & Hypermarkets

  • Online Stores

  • Others

By Country/ Sub-Region

  • Brazil (By Product)

  • Argentina (By Product)

  • Rest of Europe (By  Product)












Frequently Asked Questions

Growing at a CAGR of 4.0%, the market will exhibit steady growth in the forecast period (2023-2030).

The rising number of youngsters attending beauty fashion shows will likely accelerate regional product demand and favor market growth.

LOreal S.A., Shiseido Co. Ltd., and Oriflame Cosmetics Global SA are the major market players operating in the South American market.

Brazil dominated the market share in 2022.

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