Online sales of beauty products in Latin America have grown by an average of 25% per year over the last five years. This is the fastest rate in the world. However, simply having an online presence is no longer enough; brands need to be everywhere at once. This is the conclusion reached by Euromonitor in its latest market analysis.
Until 2024, the distribution of beauty products in Latin America followed a clear segmentation. Luxury products were sold through specialist retailers, dermocosmetics in pharmacies, and online retail targeted Generation Z.
Consumers on modest incomes shopped in supermarkets.
This structure changed in 2025. Specialised discount retailers emerged. High-end products entered traditional retail channels. Mass-market brands moved into direct-to-consumer platforms.
At the same time, the role of the shop has changed. It is no longer merely a place of transaction, but a space for discovery and experience.
AI is making its mark on the shopping journey
Artificial intelligence is beginning to influence decisions: recommendations, price comparisons, and help with choosing. But it is not driving consumers entirely online. On the contrary, it is reinforcing hybrid behaviour. Shoppers consult AI and then visit a shop to try out a product they have spotted online.
After searching for a brand using AI, only 31% of Latin Americans feel confident enough to buy it directly online. 15% of them need to see the product in person before making a purchase.
“Thus, visibility within algorithm-driven cosmetics discovery processes is becoming a competitive advantage. Brands that manage to generate strong digital signals, positive …
