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.
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. 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 their best seller, Definition Booster, with flaxseed and chia actives to help block humidity.
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). Hydrating Antioxidant is a fan-favorite serum-gel with hyaluronic acid, vitamin C, and caffeine. A new face and body formula called Uniform Serum is designed to even out skin-tone anywhere with retinol, niacinamide, and arbutin. In a recent Instagram post, Petit massaged it everywhere from her eyelids to her underarms to her knees.
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.)
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 bestsellers include Glow Drops, a radiance boosting serum, and the hydrating FaceMist.
Not done? Read more from our Best of Global Beauty issue:
Now watch our cover star Anitta break down her quick and easy makeup routine:
A version of this story originally appeared in the May 2021 issue of Allure. Learn how to subscribe here.