South Korean beauty companies are expanding their sales channels and product offerings in Latin America. With increasing consumption of Korean cosmetics in Brazil and Mexico, they are now pushing to supply skin boosters in addition to skincare and scalp care products. This strategy aims to secure a sales base tailored to the demand and distribution environment of each country.
According to industry sources on October 18, APR plans to officially launch two types of Mediheal skin boosters based on poly-nucleotides (PN) in Chile this November. Following some overseas shipments in the first half of this year, the company is set to fully launch its medical beauty business in Latin America.
The products include 'Age-R,' which is applied to the skin, and 'Age-R Plus G,' which is administered via subcutaneous injection. APR began operating its PN product production line in Pyeongtaek, Gyeonggi Province, in July. The company has also established a regulatory response organization for each country. After gaining distribution experience in Chile, it plans to expand supply to neighboring countries.
Latin America is emerging as a new growth market for K-Beauty. According to data released by NielsenIQ (NIQ) in July, K-Beauty sales in Brazil and Mexico increased by 135% year-on-year through the first quarter of this year. Globally, K-Beauty sales rose by 53% compared to the previous year.
Brazil and Mexico are markets where global beauty companies have established production and distribution networks. Companies like L'Oréal and Unilever have set up manufacturing facilities and research and development hubs there. Ulta Beauty opened its first overseas store in Mexico last year, and U.S. cosmetics company e.l.f. Beauty announced last month that it would begin sales through Sephora in Brazil.
Domestic companies are broadening their product lines and sales channels to meet local demand. Amorepacific targets hydration and anti-aging needs in Mexico's dry climate. Since entering the market in 2023, it has expanded its offerings to include Innisfree and Mise-en-scène, covering color cosmetics and hair care. In June, the dermatological brand Aestura entered Sephora stores and official online platforms across Mexico.
LG Household & Health Care is targeting the scalp care and skincare markets with its Dr. Groot and The Face Shop brands. Recently, at the '2026 Mexico K-Expo,' LG Household & Health Care conducted scalp diagnosis and product experience events, planning to expand offline with major distributors. The company also aims to strengthen its online channels, including the Latin American e-commerce platform Mercado Libre.
However, tariffs and regulatory requirements are variables affecting market expansion. Brazil is noted for its high tariffs and complex product registration and certification processes, which are seen as barriers to entry. In Mexico, which does not have a free trade agreement (FTA) with South Korea, cosmetics are subject to tariffs of about 25%. An industry insider stated, "Latin America shows a higher interest in color cosmetics than in skincare, where K-Beauty has strengths. The regulatory systems in Mexico and Brazil also differ, making country-specific strategies crucial."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.