The cosmetics and personal care products market in Latin America is projected to be valued at US$67 billion by 2025, with an estimated CAGR of 4.3% between 2025 and 2030, positioning the region as the fourth largest globally, after Europe, Asia, and the United States, with Brazil and Mexico holding the largest market share. The market information indicates that online sales will account for 23% of the total market in this region this year. Below, we examine some of the most interesting trends for our region.
- More selective and strategic consumers: According to thefoodtech.com, “The forecast of moderate economic growth and relatively effective inflation control in Latin America suggests an increase in consumption. However, consumers are becoming more demanding and cautious when choosing brands, seeking to optimize their spending and invest in products that provide additional value”.
- Beauty gets up early: In Latin America, workdays typically start earlier than in other regions of the world. Our countries are characterized by a high percentage of urban versus rural populations, which translate into densely populated cities. In fact, some of the world’s largest cities are located here. This means that work life starts very early in some cities because consumers must deal with heavy traffic. This has created a very interesting trend that is usually quite typical and unique. There are places like beauty salons, hair salons, and nail spas that open at 5:00 a.m. so that consumers have time to get ready and leave on time for their respective jobs and activities.
- Petmetics = Pet + Cosmetics: The growth of the middle class in developing countries has increased the demand for pet health products, especially for dogs and cats. Our furry friends are the industry’s new consumers. According to a recent publication on the america-retail.com website: “The pet health products market has experienced sustained growth in recent years, driven by greater awareness of animal health, the humanization of pets, and increased spending on their well-being. This sector covers a wide range of products, from medications to nutritional supplements, including hygiene products, cosmetics, and pest control”. In the region, it’s very common for people to consider their animals as part of the family, which is why we’re seeing a boom in pet-focused stores in major city shopping centers, as there’s a high demand for premium products, specialized services, and foods with special features. Pets are the new consumers of perfumes, skincare, makeup, and products with aromatherapy benefits.
- Water scarcity: This trend is controversial, given that Latin America is home to some of the most biodiverse countries in the world. 2025 has been a year in which climate change has become more evident in the region, causing water scarcity in countries that have traditionally been rich in water resources. This new reality is generating changes in habits and personal care routines. There is a great opportunity in product innovation that simplifies personal hygiene routines and reduces water consumption.
- Fitmetics = Fitness + Cosmetics: In the personal training field, there’s a growing concern for physical well-being. A friend told me a very interesting verbatim: “I was talking to my trainer yesterday, and he told me there are three types of people in our cities: those who are very fit, dedicated, and focused on their gym routines; those who don’t take care of themselves; and older clients who are more conscious of reaching old age functionally and strive to develop personalized routines.” This has led to a boom in fitness apps and cosmetic products for use before and during exercise (to look good at the gym, such as sport-proof makeup and hairspray), and post-workout products such as ultra-hydrating products, slimming boosters, and recovery products.
- Local ventures: Niche cosmetics are experiencing staggering growth in the region. A recent LinkedIn post indicates that “The growth of local brands in Latin America is remarkable, outpacing the expansion of global brands by 50%. This phenomenon is due to a growing consumer preference for products that not only reflect their cultural identity but also meet the specific needs of each community. In countries like Mexico and Peru, for example, the demand for traditional and artisanal products has increased considerably, demonstrating how local products are becoming a key differentiating factor.” For this reason, we are seeing a boom in niche brands at the region’s main fairs and shopping centers.
- De-influence: This is a growing trend in the region and has been covered by several portals. Recently, es.wired.com presented it this way: “The de-influence trend began in 2023 on TikTok in the United States, as a reaction from users who considered influencers’ posts to be excessively consumerist.” There are reports that consumer trust in influencer-sponsored posts has also declined.
- Wellness: The wellness trend in Latin America for 2025 shows a significant evolution toward more holistic and personalized approaches. According to a Kantar study, 85% of consumers in the region are open to new forms of personal care that combine prevention, balance, and sustainability. There is a boom in supplements, wearables, yoga routines, apps, and products that promote a healthier life from the inside out.
- Hard disccount: This trend will continue to expand in Latin America in 2025, driven by the search for low prices and attractive offers. It is growing rapidly because the pandemic and the economic crisis accelerated the adoption of this format, and Latin American consumers prioritize value over absolute price. These stores offer a proposition that combines affordability and quality. For this reason, it is very common to see these stores in all sectors and social classes, in shopping centers, and sharing space with luxury brands. These stores are distinguished by their proximity format, have narrow and bland premises, limited product offerings, use their own brands, and invest very little in advertising.
Latin America is consolidating its position as a key region in the global cosmetics market, not only due to sustained growth in consumption but also due to the cultural diversity that drives innovation in beauty products. With increasingly informed and demanding consumers, brands find this region fertile ground for testing new trends, adapting their portfolios, and connecting with an audience passionate about personal care. The combination of economic dynamism, social influence, and cultural richness positions Latin America as a strategic player in the evolution of the global cosmetics industry.
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