These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Kiko Milano's 3D Hydra Lipgloss is an iconic product celebrated for its dimensional, ultra-shiny finish that aligns perfectly with the jelly gloss trend. Its formula is designed to create a 3D effect, making lips appear fuller, smoother, and more luminous without a sticky feeling. The soft, comfortable texture and a wide array of available shades—from transparent to pigmented and pearly—make it a versatile choice for achieving a high-impact, wet-look shine. Praised for its intense brightness and volumizing appearance, this gloss is a top-of-mind product for consumers seeking a sophisticated, mirror-like polish on the lips.
Key Product: 3D Hydra Lipgloss
MARKET LEADER
The Gloss Crystal from the Niina Secrets line by Eudora is a standout product that perfectly captures the essence of the jelly and glass-lip trend in the Brazilian market. It is renowned for delivering a "super espelhado" or super-mirrored shine that creates an "efeito vidro" (glass effect) on the lips. This is achieved through a formula enriched with crystal particles that reflect light, providing an intense, multi-dimensional glow. Beyond its striking visual effect, the gloss features a comfortable, non-sticky texture and contains nourishing ingredients like rose oil and vitamins, which also help in collagen formation, pushing the trend towards products that combine high-performance aesthetics with lip care.
Key Product: Gloss Crystal
MARKET LEADER
Launched in mid-2025, the BT Vinyl line by Bruna Tavares quickly became a key player in the vinyl trend. This product delivers the high-shine, lacquered "efeito vinil" that is central to the theme, combining the intense color of a lipstick with the mirror-like finish of a gloss. Its formula was developed to create a flexible and comfortable film on the lips, ensuring long-lasting, intense shine without sacrificing comfort. Enriched with skincare actives like Niacinamide, Squalane, and Jojoba Oil, BT Vinyl not only provides a sophisticated, wet-look finish but also deeply hydrates the lips, embodying the modern fusion of makeup and skincare.
Key Product: BT Vinyl
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
While sales data is unavailable, the recent increase in search interest and cultural relevance suggests strong potential for engagement and volume growth. The trend is gaining momentum and is likely to continue expanding.
Search interest for Jelly & Vinyl Lip Gloss shows a recent upward trend, indicating growing popularity. The theme is associated with playful, colorful makeup trends appealing to young adults.
Google Trends (12 Months)
2 posts analyzed
Eudora
A Brazilian television presenter, actress, and entrepreneur who rose to fame on the reality show "Big Brother Brasil." She is a major force in fashion and beauty, known for her bold and trendsetting style, particularly her influential Carnival looks.
WePink
One of Brazil's most powerful influencers and entrepreneurs with a massive following on Instagram and TikTok. She co-founded her own successful beauty and cosmetics company, WePink.