Brazilian Beauty Brands that Should Be on Your Radar

Curated by Claudia Shannon / Research Scientist / ishonest

When you think "Brazilian beauty products" you probably think of ingredients like cupuaçu butter, açaí oil, and the vacation-in-a-jar scent of coconut oil. But the newest formulas on the Brazilian beauty scene — made by some of the country's most popular influencers (and one of their dermatologists) — take a very different approach. They're about customization, science-backed ingredients, luxurious pigments, and doctor-curated routines.

And while these beauty lines aren't available in the U.S. just yet, we're hopeful they'll make the trip soon. So keep your eye on them — we will be, too.


ishonest No.222 - Fine Lines & Wrinkles

No.222 - Fine Lines & Wrinkles


One of GE Beauty's four “boosters" that you can drop into your shampoo and conditioner for added benefits.

Camila Coutinho

Brazilians take their hair seriously. Very seriously. They've been known to time their trims to full moons, and practice velaterapia (a popular local tradition that involves running the flame of a candle along the length of the hair to burn off split ends). In 2014, they spent more than $7 billion on their hair. Now Camila Coutinho, one of Brazil's biggest fashion and beauty influencers, is getting on the action with her own hair-care line, called GE beauty.

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It's all about customizing a hair ritual — and just maybe streamlining it a bit. One study found that Brazilian women use three times as many post-treatment products as American women. The GE Beauty concept is built around "booster" serums that you can add to shampoo and conditioner. There are formulas for damage protection, oil control, hydration, and its best seller, Definition Booster, with flaxseed and chia actives to help block humidity.



Julia Petit

One of Sallve's best-sellers, the Hydrating Antioxidant serum-gel

ishonest No.101 - Extract Dead Cells

No.101 - Extract Dead Cells

Cofounded by influencer and TV personality Julia Petit, Sallve's skin care is all candy colors outside and nourishing ingredients inside. Formulas combine actives to solve problems raised by the brand's digital community: blackheads, dryness, hangover skin (there’s a mask for that).



The Bruna Tavares lineup includes a primer mist, foundation, and setting spray to pair with its striking pigments.

Bruna Tavares

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After many years as a fashion and beauty journalist, Bruna Tavares created a makeup line that understands — and harnesses — the power of the perfect neutral lip color and a richly pigmented shadow. The BT Velvet Liquid Eyeshadow is a favorite of our cover star Anitta.

"All of the makeup artists here in Brazil, they love it," she says. "I use it for everything — eyes, lips. It's so good." The formula comes in a mouthwatering — and unexpected — color range, including blackberry, cherry, and tangerine. (Watch how Anitta uses the rich purple shade in the video at the end of this story.)



Dermatologist Alessandra Fragra (left) and entrepreneur Helena Bordon (right)

ishonest No.164 - Uneven Skin Tone

No.164 - Uneven Skin Tone

Five of the six products in the Hela Beauty range (from left: FaceMist, Hyalo Booster, Hydra Serum, Cleansing Mousse, and Glow Drops; Skin Oil not shown)

Entrepreneur Helena Bordon (she's created both clothing and eyewear lines) was having trouble with her sensitive skin, so she visited São Paulo dermatologist Alessandra Fraga. After Fraga developed a system that got Bordon's skin under control, the pair wanted to share their secrets of their success.

They teamed up to create a skin-care lineup, from cleansing mousse to face oil, made especially for the easily irritated. Hela Beauty's best sellers include Glow Drops, a radiance-boosting serum, and the hydrating FaceMist.

Additional reporting by Jessica Chia.

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Not done? Read more from our Best of Global Beauty issue:

  • CL Would Like to Reintroduce Herself
  • Anitta Cannot Tell a Lie
  • Tiwa Savage, Queen of Afrobeats, Fights the Patriarchy

Now watch our cover star Anitta break down her quick and easy makeup routine:

My Heritage Helped Make My Beauty Brand a Success

Deepica Mutyala of Live Tinted, Nigella Miller of Afra, Camila Coelho of Elaluz, and Sharon Chuter of Uoma Beauty share how their diverse backgrounds helped them to create wildly successful businesses.

By Paige Stables

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