Between fragrances and trends: How is the cosmetics market in the Americas?
- Antonio Carlos Faustino
- Jul 5
- 3 min read
Updated: Jul 6
Beauty on the Rise: The Strength of the Cosmetics Market in the Americas
The cosmetics market in the Americas has been experiencing rapid growth, driven by innovation, new consumer demands and a strong digital presence. From striking fragrances to complete skincare lines with natural active ingredients, the beauty industry is more competitive and promising than ever.
According to Euromonitor (2024), the beauty and personal care sector in the Americas generated more than US$120 billion in 2023 , with emphasis on the United States, Brazil and Mexico. And the expectation is for continued growth, thanks to the advancement of e-commerce, the influence of celebrities on social media and the growing concern for aesthetics and well-being.
Trends that shape the market
1. Skincare as the protagonist
Skin care has become a major focus in beauty routines, especially after the pandemic. Products such as serums with vitamin C, niacinamide, hyaluronic acid and multifunctional sunscreens have become a trend among conscious and connected consumers.
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2. Signature perfumes
Perfumes are no longer just accessories but are becoming olfactory identities. The search for signature fragrances , with woody, floral and gourmand notes, is growing among Latin American consumers.
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3. Clean and functional makeup
Less is more. This is the philosophy of so-called “ clean beauty ”, which focuses on light makeup, with natural coverage, vegan ingredients and sustainable packaging.
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Overview by region
United States
An absolute leader in the sector, with a focus on technological innovation and personalization. Brands such as Fenty Beauty and Glossier have transformed cosmetic marketing with inclusion and diversity.
Brazil
The world's second largest market for hair products and third largest in perfumery (ABIHPEC, 2024). Brazilians invest in self-care and the industry responds with weekly launches.
Mexico, Colombia and Argentina
They are gaining ground with natural cosmetics, influenced by indigenous ancestry and the local bioeconomy. The demand for vegan products is growing exponentially.
E-commerce, influencers and AI: the new beauty showcase
With the advancement of digital platforms, the way cosmetics are sold and consumed has changed radically. Live shopping, virtual fitting rooms with artificial intelligence and real-time reviews are shaping purchasing decisions.
Platforms like TikTok and Instagram are setting the pace, with micro-influencers promoting brands and products with high conversion rates. According to McKinsey (2023), 76% of consumers in the Americas have purchased cosmetics based on online recommendations .
Hotmart: the boom in beauty infoproducts
With the growth of digital entrepreneurship, courses on makeup, skincare, aromatherapy and artisanal cosmetics production have exploded in sales.
Recommended info products – Hotmart :
🎓 Professional Course in Skincare and Natural Cosmetology – Hotmart
💄 Successful Makeup Training – Hotmart
🧼 How to Make Profitable Handmade Soaps – Hotmart
Challenges and opportunities
Despite the optimism, the sector faces significant challenges:
Sustainability : Pressure for recyclable packaging and low environmental impact ingredients.
Regulation : Customs barriers and sanitary differences make it difficult for international brands to expand.
Asian competition : Korean and Japanese brands invade the market with innovation and competitive prices.
The good news is that consumers are increasingly willing to pay for quality, safety and products that align beauty and purpose .
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References:
BRAZILIAN ASSOCIATION OF THE PERSONAL HYGIENE, PERFUMERY AND COSMETICS INDUSTRY (ABIHPEC). Industry overview 2024 . São Paulo, 2024. Available at:https://abihpec.org.br/ . Accessed on: July 5, 2025.
EUROMONITOR INTERNATIONAL. Beauty and Personal Care in Americas 2024 . London, 2024.
MCKINSEY & COMPANY. The State of Fashion: Beauty 2023 . New York, 2023. Available at: https://www.mckinsey.com/ . Accessed on: July 5, 2025.
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