Major K-beauty brands like Laneige and Beauty of Joseon expand direct sales channels in Brazil.
K-Beauty Exports to Brazil Surge Tenfold to $54M
Rising demand across Latin America’s largest economy triggers industry players and Seoul policymakers to prioritize Brazilian retail expansion.
Highlights
- South Korea’s cosmetics exports to Brazil hit $54.36 million in 2025, up more than tenfold in five years.
- Beauty giants Amorepacific and Goodai Global are expanding local reach as Silicon2 prepares for a local subsidiary.
- Policy support and rising demand for niche categories like men’s grooming are accelerating K-beauty’s Latin American expansion.
South Korean beauty exports to Brazil have grown more than tenfold over a five-year period, as manufacturers carefully aim at Latin America’s largest consumer market. Data from the Korea Customs Service depict that shipments surged from $5.17M in 2020 hitting $54.36 million USD in 2025, reflecting a massive acceleration in regional adoption.
Trade momentum figures from the Ministry of SMEs and Startups showcase that beauty and cosmetics became the top export category for South Korean small- and medium-sized enterprises in the first half of 2026. During that period, Korean cosmetics exports to Latin America rose 131.9% year-over-year, built around a 237.4% spike in direct shipments to Brazil.
Corporate Infrastructure & Direct Distribution of K-Beauty Products
To capitalize on sustained online demand of K-beauty on platforms like Shopee Brazil, major beauty companies are fortifying their local infrastructure. Amorepacific Holdings, which entered Latin America in 2023, has broadened distribution for its Laneige skincare and Mise-en-scène haircare lines. Independent brands managed by Goodai Global like, SKIN1004 and Beauty of Joseon, have similarly set up direct sales channels within the country.
Image Credit: Korea JoongAng Daily
Distributor Silicon2 is also simultaneously taking a structural step by putting up a physical subsidiary in Brazil this year to provide enhanced regional need fulfillment. As noted by the Korea JoongAng Daily, the commercial push has been further boosted by high-profile endorsements. This includes public comments made by Brazilian President Luiz Inácio Lula da Silva, who praised Korean skincare products in 2025. “Korean cosmetics are why I’ve become more handsome,” Lula said, as per Korea JoongAng Daily.
Public-Private Push Drives K-Beauty Expansion in Brazil
The sector's growth is receiving direct support from the Seoul government. South Korean President Lee Jae Myung alongside top beauty executives including, Amorepacific CEO Lee Sang-mok, APR CEO Kim Byung-hoon, Goodai Global CEO Cheun Ju-hyuk, and Silicon2 CEO Kim Sung-woon, visited Brazil for a business delegation. There the stakeholders of the East Asian country identified cosmetics as a priority sector for bilateral economic cooperation between the two nations.
Additionally, the Ministry of SMEs and Startups hosted an event titled, "K-Beauty Glow Week," in São Paulo quite recently, where 21 Korean firms showcased their products seeking local commercial partnerships.
Exporters are also poised to seize ancillary segments like men’s grooming, in the Latin American country. Data from the Korea Trade-Investment Promotion Agency showcases that men’s cosmetics represent 13% of Brazil’s total beauty market, thus providing the South Korean firms with established male grooming portfolios a space to integrate their distribution channels.
Author
Diya Mukherjee is a Content Writer at Outlook Respawn with a postgraduate background in media. She has a passion for writing content and is enthusiastic about exploring cultures, literature, global affairs, and pop culture.
