When the territory is beauty, Brazil is king!
We have an almost cultural relationship with cosmetics, makeup, hair, skincare and personal care. In 2024, the beauty category in Brazil grew 12.7% in sales value, pulled by channels such as door to door, e-commerce and gifts. And, in the same survey, 72% of Brazilian consumers said they would never stop buying cosmetics.
The scenario remains very favorable: the Brazilian beauty market was worth $36.97 billion in 2025 and is expected to reach $39.63 billion in 2026.
Along with this boom beauty market An important change came: the content was no longer just inspiration and became influence, sales, community and business. Today, talking about beauty in Brazil is also talking about Creators.
From blogs to empires
Before TikTok, Reels and tutorials in 30 seconds, there was a phenomenon called Blog. And there were people writing about fashion, makeup and hair almost like someone sending tips to a friend.
Camila Coutinho (photo) is one of the names that helped to tell this story. She started in 2006 with the blog Girls Stupids, considered one of the first great fashion blogs in the country, and in 2020 launched GE Beauty, her hair cosmetics brand.
Bruna Tavares also came from this wave. He created Pausa para Feminices in 2009 and, a few years later, transformed repertoire, community and authority into his own makeup line.
What once seemed “just a blog” has become a very concrete proof of something that today seems obvious: those who create content with consistency also create confidence and can create a business from that.
The start of a dream / Everything worked out
(Image: O Fuxico | Reproduction)
When Youtube Changed the Game
After the blogs came the videos, or rather the vlogs. And then the beauty market in Brazil gained another rhythm.
Niina Secrets created her channel in 2010, at the age of 16, sharing makeup tips. Today, it brings together millions of subscribers and followers on different channels, in addition to collaborations with major brands.
Bianca Andrade, Boca Rosa, also started in 2011, with a blog and youtube. He recorded tutorials, made reviews, tested accessible products and created a language very much of it. Years later, this proximity became a brand, makeup line and a beauty operation with huge numbers.
This is where things get interesting: these creators have not gained confidence by promoting products. They were showing real life: product testing, brand comparisons, mistakes and successes. Over time, the public learned to trust their “with their eyes closed” indications, because they came to be seen as authorities on the subject.
Instagram, TikTok and the Beauty Economy
With Instagram and TikTok, this influence got even faster. A tutorial, a “get ready with me”, a sincere review or a video of received can put a product on the radar of thousands of people in minutes.
Not by chance, beauty e-commerce grows three times faster than physical store sales in Brazil, driven by influencers and consumers who are digital natives.
The brands got the message. Creators are no longer just “public” and started to enter different stages of the purchase journey. And more mature brands have already started to integrate content creators also with the creative, performance and community teams.
Creators became channels
In practice, a good Creator of beauty today works almost like a media channel of its own. It has an audience, language, repertoire, confidence and the ability to generate conversation.
And, in some cases, it also became a competitor. Camila Coutinho, Bruna Tavares, Niina Secrets and Boca Rosa are not just influencers who talk about beauty. They created products, brands, collabs and communities. In other words: they went from windows to shelf owners.
This movement has been changing the market once again.
The growth of the beauty market in Brazil already has a next step: the community
The beauty market in Brazil remains a huge opportunity for creators.
But depending only on the algorithm or loose publishing is a fragile strategy. The next step is to build your own spaces, where the creator can deepen the relationship with those who already follow his work.
If you want to turn your audience into a community that values your content, get to know Flamus and discover new ways to monetize your creation.
