Latin America is the place to be for beauty brands.
A flurry of launches in the region in the past 12 months include beauty brands and retailers, while major players and suppliers are ramping up their presence in the area too.
Hailey Bieber’s Rhode expanded to Mexico earlier this month, marking its first entry into Latin America, but it is “just the first step”, Bieber said.
Charlotte Tilbury’s entry into Mexico last May was singled out as one of the growth drivers for the brand in owner Puig’s 2025 results published in February.
For its first expansion beyond the US, beauty retailer Ulta Beauty’s chose Mexico – a “significant international market”, according to President and CEO Kecia Steelman – and where its bricks-and-mortar store opened in September 2025.
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Shortly after this, Estée Lauder Companies (ELC) launched its flagship Estée Lauder brand on Amazon Mexico’s Premium Beauty Store, hot on the heels of the skin care brand debuting on Amazon in the US and Canada.
The country is “one of the fastest-growing prestige beauty markets in Latin America”, according to ELC’s Global Brand President Justin Boxford.
ELC stablemate The Ordinary also debuted on Amazon.com.mx last year.
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