These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Dior has elevated the matte foundation experience with Dior Forever Matte, a product that perfectly encapsulates the velvet matte trend. Its formula is celebrated for providing a smooth, shine-free finish that doesn't look flat or dry, but rather leaves the skin with a subtle, velvety perfection. This long-wearing, no-transfer foundation is infused with an 86% floral skincare base, including iris extract, which not only offers comfort and allows the skin to breathe but also visibly improves skin quality over time. It instantly mattifies the complexion and, with continued use, helps to visibly tighten pores, pushing the trend for makeup that not only perfects but also cares for the skin. Its popularity in high-end Mexican retailers like Sephora and El Palacio de Hierro solidifies its status as a top-of-mind luxury choice for a sophisticated velvet matte look.
Key Product: Dior Forever Matte Foundation
MARKET LEADER
Fenty Beauty's Pro Filt'r Soft Matte Longwear Foundation is a revolutionary product that has become synonymous with inclusive beauty and modern matte finishes. It is iconic for delivering a soft-matte finish that is both shine-free and incredibly natural-looking, avoiding a heavy or cakey appearance. The formula is described as light-as-air and features climate-adaptive technology that flexes with the skin, fighting heat and sweat to absorb oil and reduce shine for a long-lasting velvety texture. By offering an extensive range of 50 shades, Fenty Beauty has pushed the velvet matte trend to be accessible to a diverse spectrum of skin tones across Mexico, making it a top choice for consumers seeking a personalized, flawless, and pore-diffused finish.
Key Product: Pro Filt'r Soft Matte Longwear Foundation
MARKET LEADER
A cult classic in the Mexican market, Maybelline's Fit Me! Matte + Poreless foundation is a drugstore powerhouse that perfectly delivers on the velvet matte promise. Its lightweight formula contains micro-powders that absorb excess oil and blur the appearance of pores, resulting in a natural, seamless finish that is neither flat nor dry, but distinctly velvety. This foundation is celebrated for its ability to match not just skin tone but also texture for a flawless, shine-free look that lasts throughout the day. Its widespread availability and accessible price point have made it an iconic, top-of-mind product, proving that the sophisticated velvet matte trend can be achieved by all beauty consumers in Mexico.
Key Product: Fit Me! Matte + Poreless 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.
While sales data is unavailable, search interest indicates growing engagement and cultural relevance. The trend is experiencing positive momentum, suggesting increasing consumer interest.
Search interest for velvet matte foundation shows a general upward trend with some fluctuations. The trend is gaining traction as a sophisticated alternative to high-shine looks.
Google Trends (12 Months)
TikTok Posts
3 posts analyzed
Bailando Juntos
Mariand Castrejón Castañeda, known as Yuya, is a pioneering Latin American content creator and beauty entrepreneur with a massive following. She founded the successful beauty brand, Bailando Juntos, and is a trusted figure for millions of consumers in Mexico.
Too Faced
A premier beauty influencer and makeup artist in the Mexican market, known for her in-depth tutorials and honest product reviews, particularly her influential 'A Prueba de Fuego' (Fireproof Test) series on YouTube.
NARS
A premier beauty influencer and makeup artist in the Mexican market, known for her in-depth tutorials and honest product reviews, particularly her influential 'A Prueba de Fuego' (Fireproof Test) series on YouTube.