The Ministry of SMEs and Startups (acting Minister: Deputy Minister Noh Yong-seok) announced the opening of the "K-Beauty GLOW WEEK in Brazil," which began on July 28 in São Paulo, the economic hub of Brazil. This event aims to support the entry of excellent K-Beauty products into the Brazilian market.
This initiative is part of a broader project to expand the global reach of K-brands, having previously held events in major regions such as Shanghai, Hanoi, and Rome in January, April, and June, respectively. A total of 21 beauty companies representing South Korea participated in this event.
The venue featured individual exhibition and experience spaces for each participating brand, allowing visitors to explore and experience the products firsthand. To promote products to potential customers who could not attend the venue, well-known local influencers were invited to share the characteristics and experiences of each product through social media channels.
Additionally, major buyers holding distribution channels across Latin America visited the event, including Natura, the largest cosmetics manufacturer and distributor in Brazil, Raia Drogasil, which operates thousands of stores across Brazil, and Mercado Libre, the largest e-commerce platform in South America. Discussions were held regarding how to leverage these companies' distribution networks to introduce K-Beauty products locally.
Moreover, an online promotional sales event has been arranged in collaboration with Shopee, one of the key e-commerce platforms in Latin America. This promotional event will continue until the end of next month, featuring around 2,000 popular products at prices discounted by up to 30% compared to normal prices.
Shim Jae-yun, the Director of Global Growth Policy at the Ministry, commented that “Brazil is not only a significant beauty market in Latin America but also globally. Although there hasn’t been a large presence of our companies yet, interest and demand for K-Beauty are increasing due to the recent influence of K-Culture. The potential for growth in this region is very high.” He emphasized that various policy supports will be pursued to expand the reach of K-Beauty throughout Brazil and Latin America.
