These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Vult's Matte Hidraluronic foundation is a standout product that perfectly captures the soft matte trend by combining a matte finish with skincare benefits. It is frequently praised for providing a comfortable matte effect that doesn't dry out the skin, a common concern with matte foundations. The formula is enriched with hyaluronic acid, which offers deep hydration and helps to fill in fine lines, and vegetal collagen, which contributes to the skin's firmness. This combination ensures the foundation controls oil and maintains a uniform, velvety appearance for up to 8 hours without feeling heavy or looking artificial. Its lightweight texture and Real Color technology, which helps the pigment adapt to various skin tones, make it a top choice for consumers seeking a natural-looking, shine-free, and hydrated complexion.
Key Product: Base Matte Hidraluronic
MARKET LEADER
The Boca Rosa Beauty foundation by Payot, created by influencer Bianca Andrade, is an icon in the Brazilian market and a key driver of the matte trend. While described as a matte high-coverage foundation, its formula is specifically designed to provide a balanced, velvety finish that doesn't feel dry, aligning with the "soft matte" ethos. It is celebrated for being long-lasting, water-resistant, and providing a uniform application that conceals imperfections without a heavy feel. The product is particularly suitable for combination and balanced skin types and is noted for its hypoallergenic and vegan formula, making it a top-of-mind choice for trend-conscious consumers looking for high performance with a comfortable matte look.
Key Product: Base Mate Boca Rosa Beauty
MARKET LEADER
BT Skin represents the evolution of the matte trend towards a more skin-like, comfortable finish. Developed by journalist and influencer Bruna Tavares, this foundation is formulated as a liquid base with a velvety, semi-matte texture. It pushes the trend by incorporating skincare actives like hyaluronic acid for hydration and Syn-Coll, a bio-active that stimulates collagen production, offering an "anti-aging" benefit. The product provides light to medium buildable coverage that evens out skin tone while feeling light and allowing the skin to breathe. Its "second-skin" feel and protective elements against blue light make it an iconic product for consumers who want a natural, soft matte effect combined with tangible skin-caring properties.
Key Product: BT Skin
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 a clear upward trajectory in search interest and significant cultural relevance for its practical benefits. While sales volume data is unavailable, the consistent search growth suggests increasing commercial traction.
Search interest for soft matte foundation shows a consistent upward trend, indicating growing consumer demand. The trend is supported by its appeal to a large demographic seeking specific makeup benefits.
Google Trends (12 Months)
TikTok Posts
Boca Rosa Beauty
An entrepreneur and one of Brazil's most prominent beauty and lifestyle influencers. She relaunched her brand, Boca Rosa Beauty, as an independent venture in 2024, and is a pivotal figure in the Brazilian beauty industry.
Mari Maria Makeup
A top-tier Brazilian beauty influencer and entrepreneur who has built a beauty empire with her brand, Mari Maria Makeup. She is known for her expert makeup tutorials and has a massive, dedicated following.