The 19th edition of Beauty Fair, the largest beauty fair in the Americas and the second largest in the world, took place in September in São Paulo. This edition attracted a record 212,000 visitors. Beauty Fair acts as a Latin America launch pad for new products.

One came from makeup brand Bruna Tavares (BT). Created in 2016 by journalist and influencer Bruna Tavares, who serves as both CEO and creative director, BT recently merged with the international group Kiss New York and revealed an exclusive collection in celebration of Hello Kitty’s 50th anniversary. The line features 19 products, developed in collaboration with Sanrio. The collection includes multifunctional liquid formulas divided into four categories: highlighter, blush, lip oil and eyeshadow. All products have light, versatile textures, with a color palette ranging from vibrant shades to neutral tones.

Another highlight was Markwins Beauty Brands’ roll out of the Wet n’ Wild brand to Brazil in partnership with distributor Just Beauty. Sales Director Andrés Sardi explained that MBB’s initial focus is on introducing best-selling products to understand Brazilian consumer behavior, considering the country’s climatic and regional diversity. The brand’s entry will be gradual, with São Paulo serving as a test market. 

Shine Takes Center Stage

5Cinco launched the Efeitos (Effects) collection, featuring 10 nail polishes and three powder eyeshadows, all inspired by technological elements. The line includes eight nail polishes with intense 3D shine, such as 3137 Avatar, with its coral, purple and blue reflective particles, and metallic 3D shades, like 3136 Pixel, (a pearl coral with a metallic effect). The brand also introduced three pigment eyeshadows, including 3694 Hobby, a metallic nude with coral and golden reflective particles.

Risqué, the leading nail polish brand from Coty Group, introduced new products to its Diamond Gel line. Crystal Effect Fixing Top Coat creates a shimmering, holographic finish, while Sequin Effect Fixing Top Coat offers glamorous shine with reflective particles.

Bauny expanded its Their Shine line with 12 new nail polish colors, including six metallic tones and six with intense glitter, all with feminine names. Blant followed the trend, launching Time to Shine kits, offering harmonious combinations: Bubbling Pink, Perfect Neutral and Chic Coral.

Zanphy introduced Supernova Glitter Lipstick in four shades with a novel long-lasting effect—friction between lips enhances the shine particles. Nina Makeup, inspired by gemstones, launched four new colors in the Gloss Instant Glow line, with shine and a 3D effect: Ametista is a delicate pink with pink and purple shimmer; Quartzo Rosa is a light pink with holographic shimmer; Crystal is a nude with silver shimmer and Turmalina Rosa is a pinkish nude with a blueish glow.

Ricca’s innovative Jelly Tint is a 3-in-1 stick with a jelly-like texture, which can be used as a lipstick, blush and eyeshadow. It’s available in cherry, peach and wine versions. With long-lasting wear and adjustable color, depending on the number of applications, the product promises a lightweight, refreshing sensation, along with the jelly texture, as liquid or creamy tints are more common in Brazil.

Hair Care Innovations

Salon Line also stood out with its Multy Functional line, a 3-in-1 product that can be used as a styling cream, treatment and super conditioner for all curl types, for styling, oiling, pre-shampoo and day-after care. The Multy Poderosos, for instance, has a watermelon fragrance and an oil mix, promising moisturizing treatment and luminous shine.

Light Hair launched the Desembaraçou (Detangled) spray for all hair types, including curly and synthetic hair (extensions and wigs). The product contains vitamins and UV filters, and promises increased hydration and softness, and improved hair texture.

Depil Bella’s Cera Depilatória Hidrossolúvel Pink Pitaya (Pink Pitaya Water-Soluble Depilatory Wax) dilates pores and facilitates the removal of all types of hair, even the thickest, shortest and most resistant, without leaving residue, even in hard-to-reach areas. Convenient and easy to use, it should be applied warm and can be removed with strips, speeding up the depilation process and providing thermal and tactile comfort for the consumer. The vegan formula contains pitaya extract and is beeswax free.

Truss, a hair care brand from Grupo Boticário, relaunched its best-selling line Uso Obrigatório (Mandatory Use) line with new packaging, premium formulations and a fragrance designed by Givaudan. The formulas promise to protect, detangle and reduce frizz, resulting in stronger, more resilient hair. There is also a mask and the consumer favorite, Uso Obrigatório Spray, which can be used as a liquid mask and finisher. The spray provides heat protection up to 230ºC. New Reconstructive Oil can be used before and after heat styling tools and as an overnight treatment to restore flexibility and softness to the hair. 

Truss also provided free haircuts to Beauty Fair attendees, with the goal of collecting hair strands to use in the creation of mats that help reduce ocean pollution. Each gram of hair can absorb five grams of oil, according to Truss.

New Skin Care Claims

Raavi introduced exfoliants with natural colors. The Esfoliante Corporal e Facial de Morango (Strawberry Body and Face Exfoliant) gets its color from hibiscus;  Esfoliante Corporal e Facial de Amora (Blackberry Body and Face Exfoliant) derives its hue from purple sweet potatoes; and Esfoliante Corporal e Facial de Melancia (Watermelon Body and Face Exfoliant) takes its color from beetroot.

Mezzo introduced Lipo Xsome Home Care, an anti-cellulite fluid that combines exosomes with multifunctional active ingredients to detoxify, drain and reduce the appearance of fat in legs and hips. It hydrates the skin, tones, promotes elasticity and improves circulation, too. The formula promises to reduce fat, and a plant-based active complex that relieves leg fatigue, ideal for those dealing with lipedema. Eyes Xsome Home Care offers epigenetic care for the eye area. It combines exosome technology plus something called PDRN, which reportedly improves eye contour, lifts the eyelid, softens folds and balances cortisol levels in the skin by facilitating cellular communication.

Australian Gold launched Antiox Complex for facial and body protection with an ultra-fluid texture and twice the antioxidant action. It is said to prevent premature aging, expression lines and preserves collagen with kakadu plum extract. Water and sweat-resistant, it has a dry touch, matte effect, conceals pores and controls oiliness for up to five hours. Its protection is invisible, leaving no white residue, making it ideal for all skin types. The product also works as a primer, providing smooth, even skin, ready for makeup. The body care formula has an “anti-sand” effect and absorbs quickly, leaving a clean feeling on skin.

All these Beauty Fair launches underscore the strength of the Brazilian beauty industry.

Daniela Ferreira

Correspondent

danief@uol.com.br
55-11-993880867

Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities.