The beauty market, driven by celebrities and influencers, reached a significant level in 2023. According to the NielsenIQa leading company in consumer behavior studies, the brands in the segment generated more than US$ 1 billion in sales last year. Attentive to market trends, Wake Creatorsa leader in data-driven influencer marketing, has revealed important trends in cosmetics consumption among Brazilians.
Brazilian consumers have embraced influencer brands, attracted by high-quality, affordable products that were previously found mainly in imported stores. Some of the most popular brands include Linha Bruna Tavares (Bruna Tavares), Sallve (Julia Petit), Boca Rosa (Bianca Andrade), Mari Maria Makeup (Mari Maria) and FRAN (Franciny Elhke).
“We are seeing the growth of digital content about beauty, makeup and related topics. Interestingly, influencers are really entering the market with their own lines. We believe that celebrities and creators have knowledge and creativity that can delight and bring the public closer, generating significant changes in this market”, explains Alessandro Gil, VP of Wake.
The Wake Creators survey showed that 96% of influencers consider wearing makeup essential. Their favorite products, besides foundation, which is considered a standard item, are concealer (52%), mascara (46%), blush (39%), lip gloss (28%) and lipstick (26%). When it comes to favorite brands led by influencers, the first that come to mind for those interviewed are Boca Rosa Beauty (50%), Bruna Tavares (15%) and Mari Maria Makeup (13%).
In addition to makeup, skincare-focused cosmetics are an important part of the beauty industry, and influencers are also active in this area. In the survey, 99% of respondents said that using skincare products is important to them. The preferred products in their skincare routines are sunscreen (65%), moisturizer (59%), soap (37%), serum (33%) and exfoliant (18%).
Regarding the first skincare lines created by influencers that come to mind, there is a tie between Bruna Tavares, Niina Secrets and Wepink (from Virginia), all with 11%. The Boca Rosa Beauty brand (7%) was also mentioned, even though it only has hair and makeup products so far.
Makeup market in the world
Some of the major international pop culture powerhouses who have successful beauty brands are singers and actresses Selena Gomez (Rare Beauty), Rihanna (Fenty Beauty), Ariana Grande (rem Beauty) and Lady Gaga (Haus Labs). In the influencer market, some of the main lines are Kylie Cosmetics (Kylie Jenner), Rhode (Hailey Bieber), Rose Inc. (Rosie Huntington-Whiteley) and Huda Beauty (Huda Kattan).
The personality of influencers is reflected in their brands, creating a strong connection with consumers. Hailey Bieber, for example, went viral with her makeup and skincare tips, promoting her Rhode line. Although the brand is not yet sold in Brazil, Hailey Bieber has been approaching the market by sending exclusive products to national influencers, creating a direct connection and promoting Rhode among Brazilians.
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