A internacionalização de marcas brasileiras de cosméticos para o mercado latino-americano

Abstract

Internationalization has become a strategic path for Brazilian companies seeking to expand their competitiveness and strengthen their presence beyond the domestic market. In the cosmetics sector, this process occurs gradually, especially toward Latin American countries, which share geographic, cultural, and institutional proximity with Brazil. In this context, this study aims to analyze the internationalization process of Brazilian cosmetics companies in Latin America, identifying the main commercial, logistical, and regulatory barriers, as well as the consumption and innovation trends that influence this expansion. The research adopts a qualitative and exploratory approach, based exclusively on secondary data from scientific articles, institutional reports, and official databases such as ABIHPEC, WTO, ApexBrasil, and Euromonitor. The results show that Latin America is the primary destination for Brazilian cosmetics exports, although companies face significant challenges related to regulatory fragmentation, logistical constraints, and the need for market adaptation. The findings also indicate that sustainability, digitalization, conscious consumption, and omnichannel strategies play a central role in the international competitiveness of Brazilian brands. The study contributes to a deeper understanding of the current dynamics of internationalization in the cosmetics sector and provides insights for companies seeking to expand their presence in Latin American markets. [resumo fornecido pelo autor]