These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
The BT Skin foundation is an iconic product in the Brazilian market, celebrated for its fusion of high-performance makeup with potent skincare ingredients. It features a lightweight, ultra-fluid texture that allows for building coverage from light to medium without marking expression lines. A key component of its formula is Syn-Coll, a bio-active peptide that stimulates and protects the skin's natural collagen production, helping to improve firmness and elasticity. The foundation also contains hyaluronic acid for sustained hydration and Vitamin E, a powerful antioxidant that protects the skin from free radicals. This combination of ingredients makes it a top choice for consumers who want a foundation that provides a natural finish while actively treating the skin against signs of aging.
Key Product: BT Skin Liquid Foundation
MARKET LEADER
The Hidra Glow foundation, a collaboration between digital influencer Niina Secrets and Eudora, is a best-seller known for delivering a radiant finish combined with skincare benefits. Its exclusive "Secrets Technology" formula is enriched with rose oil and vitamins, which nourish the skin. A standout feature is its next-generation hyaluronic acid, which provides deep and long-lasting hydration, resulting in a healthy, glowing complexion. The product also offers protection against blue light from screens and includes SPF16/UVA+++, pushing the trend of makeup that also acts as a shield against daily environmental aggressors. Its comfortable, buildable coverage makes it a go-to for consumers seeking a luminous look without sacrificing skin health.
Key Product: Niina Secrets Hidra Glow Foundation
MARKET LEADER
Vult's Hidraluronic Matte Foundation is a prime example of the skincare-infused trend reaching the mass market, offering high-quality ingredients at an accessible price point. It successfully balances a matte finish, which is highly popular in Brazil for controlling oiliness, with the hydrating power of hyaluronic acid. This ensures the skin remains comfortable and hydrated throughout the day, preventing the dry, cakey feeling often associated with matte foundations. The formula also includes vegetable collagen, which helps to maintain skin firmness. By providing up to 8 hours of wear with a comfortable matte effect, this foundation helps consumers with combination and oily skin embrace the skincare trend without compromising on performance.
Key Product: Hidraluronic Matte Foundation
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend exhibits strong engagement with increasing search interest and significant cultural relevance due to its "skinification" appeal. While specific sales volume is unavailable, the upward trend in searches suggests a growing market.
Search interest for skincare-infused foundation has shown a clear upward trajectory in recent months, indicating growing consumer curiosity and adoption. The trend is supported by a strong narrative around health-conscious beauty and ingredient-focused products.
Google Trends (12 Months)
Bruna Tavares
One of Brazil's most powerful beauty influencers and entrepreneurs. Starting as a blogger, she launched her own brand, Bruna Tavares, which has become a national phenomenon. She directly shapes the purchasing decisions of millions of followers and sets trends within the Brazilian mass market.
Eudora by Niina Secrets
An A-list beauty influencer with a massive and engaged following, Niina Secrets is a household name in Brazil's online beauty community. Her long-standing collaboration with Eudora, a major brand from Grupo Boticário, results in best-selling products that are highly influential.
NARS
As a participant in the 2025 season of Big Brother Brasil (BBB25), Giovana gained widespread visibility. Products used by contestants on this top-rated reality show often see a surge in popularity.