[K-Beauty on the Rise]①Targeting the World's No. 3 Market 'Brazil'...Writing a New 'Export Success Story'

The World’s Third-Largest Cosmetics Market and 210 Million Consumers
Brazil Emerges as a New Battleground for K-Beauty
Leading Figures of K-Beauty Join the Economic Delegation

K-beauty, which has already made significant inroads into the U.S. and European markets, is now accelerating its push into Brazil, the largest market in Latin America. Recently, a series of leading Korean cosmetics brands have launched in Brazil’s largest distribution networks. Furthermore, with numerous K-beauty companies joining President Lee Jaemyung’s economic delegation to Brazil, the country is rapidly emerging as a new strategic market.

According to industry sources on July 29, Gudai Global began selling its flagship brand Beauty of Joseon this month through Sephora Brazil, as well as major local online distribution platforms. Skin1004, which is also run by Gudai Global, started selling its products at Sephora Brazil’s online and offline outlets this month. Prior to this, COSRX entered Sephora Brazil in May. With Korean brands consecutively launching through Sephora, the world’s largest cosmetics retailer, competition in the Brazilian K-beauty market is officially heating up.

Brazil, with a population exceeding 210 million, is Latin America’s largest consumer market. According to the Korea Health Industry Statistics (KHISS), Brazil’s cosmetics market is expected to reach about 34 billion dollars this year, ranking third globally after the United States (118 billion dollars) and China (71 billion dollars). Korean cosmetics exports to Brazil have also surged recently, increasing more than sixfold over the past three years. In the first half of this year, Korean SMEs’ cosmetics exports to Latin America rose by 131.9% compared to the same period last year.

The market’s growth trend is also clear. According to the global consumer research firm NielsenIQ, K-beauty sales in Brazil and Mexico reached 120 million dollars (approximately 175.2 billion won) last year. While this is not yet a large sum, the growth rate stands at 135%. After the U.S., Japan, and Southeast Asia, analysts say South America is emerging as the next key export market.

In fact, this year alone, more than 10 Korean brands—including TirTir, Round Lab, Medicube, and Cellimax—have entered the Brazilian market for the first time. The competition to secure local distribution networks is also intensifying.

Amorepacific first introduced its hair care brands Mise-en-Scene and Ryo to Brazil in 2023, and later expanded its skincare brand Laneige to Brazil and Peru. The company plans to widen its distribution network focusing on local drugstores and multi-brand shops (MBS).

APR is expanding the presence of Medicube by increasing entry into Brazilian drugstores and specialty shops. Currently, APR is operating in 14 Latin American countries, including Brazil, and plans to continue expanding its sales channels with a focus on drugstores and large supermarkets in Brazil.

Gudai Global is aggressively targeting the Brazilian market by supplying major brands such as Beauty of Joseon, TirTir, and Skin1004 to Sephora Brazil’s online and offline channels. The company aims to use Brazil as a base to expand its distribution network to neighboring countries such as Argentina, Peru, and Ecuador. Meanwhile, SiliconTwo—a global K-beauty distribution platform company—recently launched its Mexico branch and is now working to establish a Brazilian subsidiary within the year, seeking to build a logistics and distribution hub bridging North and South America.

Expectations for further K-beauty success are evident even in the government’s economic diplomacy. President Lee Jaemyung’s business delegation to Brazil included key figures such as Lee Sangmok, President of Amorepacific Holdings; Kim Byunghoon, CEO of APR; Chun Joohyuk, CEO of Gudai Global; and Kim Seongwoon, CEO of SiliconTwo. Observers note that it is unusual for K-beauty companies to be included in such a delegation alongside major conglomerates like Samsung Electronics, SK Group, and Hyundai Motor Company.

Industry experts believe this marks a turning point, as K-beauty’s proven competitiveness in the U.S. and Japanese markets is now expanding into Latin America. Given that Brazil not only boasts a massive domestic market, but also serves as a gateway to the entire South American region, securing local distribution networks is expected to be a key factor in determining the future landscape of the Latin American beauty market.

An industry insider commented, “As K-beauty’s growth in the U.S. and European cosmetics markets has reached a relatively stable phase, companies are now eyeing Latin America as a new growth engine. In particular, Brazil's large market size and its role as a bridgehead for expansion throughout South America make it the most critical hub for targeting the Latin American market.”

This content was produced with the assistance of AI translation services.