Latin America (LATAM) is shining on the international stage, with its beauty market posting +13% growth in the first half of 2025, compared to the same period last year – outpacing the global rate. Argentina emerged as the standout performer, not only regionally but globally.

Fragrance remains the dominant category in the LATAM region, accounting for 65% of total beauty sales and growing by +15% thus far in 2025. The high luxury market continues to gain ground in the region, growing two-times faster than the overall category. by 33%. An interesting trend to watch is Middle Eastern fragrance brands are gaining traction, with double- and triple-digit growth across the region. Their retail presence is expanding, and they’re positioned to capture more market share into 2026.

Asian Skincare Brands Thrive in the Latin American Beauty Market

On the other hand, an Asian influence is sweeping through the skincare market. The smallest category in LATAM’s prestige beauty industry, skincare experienced +6% growth and the lowest pricing increase, up +3%, through June. The category is experiencing a downgrading trend, as consumers shift toward less expensive product; however, there are bright spots. Products targeting specific areas such as the eyes and mouth are outperforming the category average. Asian brands, especially Japanese ones, are thriving. In Brazil, which is home to the largest Japanese population outside Japan, the current #1 skincare brand is a Japanese brand. Social media continues to play a pivotal role in driving awareness and adoption of Asian skincare trends.

Latin American Consumers Prioritize Multifunctional Beauty Products

Fashion is making its mark on makeup in new ways. The category, which grew by +11% in the first half of the year, is being driven by a few key factors including fashion houses expanding their beauty portfolios beyond fragrance and into cosmetics. In fact, couture brands are growing by over +35%. Simultaneously, the region continues to embrace the “no makeup” trend, favoring light coverage, natural finishes, and multifunctional products infused with skincare benefits, including lip glosses and balms, and concealers – all of which are growing in sales. 

Beauty is booming—and transforming—in fascinating ways around the world. From wellness-driven growth to pockets of luxury surges and a strengthening of cross-culture influences, the markets in Latin America, China, Europe, Canada, and the United States are each telling their own story. In 2025, it’s clear that consumers are redefining what beauty means to them —whether it’s through self-care rituals, ingredient-conscious choices, or a love for niche products.

---

Ana Seccato

Director, LATAM Beauty Analyst

Ana Seccato, director for Argentina, Brazil, and Peru and beauty analyst with Circana’s Beauty practice for LATAM, is a beauty expert in the region. She was selected to enter a two-year leadership program in the first year of her career, which gave her experience with strategic business planning, product development, and data analysis.

Read more