The countdown to Lollapalooza Brasil 2025 has officially begun, and KIKO Milano, the renowned Italian makeup and skincare brand, is stepping in as the festival's official makeup partner. For those eager to enjoy the shows without the hassle of constant touch-ups, KIKO Milano is offering long-lasting products and trends to ensure a flawless look throughout the three-day event.
In addition to their product offerings, KIKO Milano will feature an exclusive space at the festival, complete with makeup stations for quick touch-ups by professional makeup artists, Instagrammable environments, and even a claw machine where fans can win KIKO products. Among the giveaways at the event is the personalized best-seller 3D Hydra Lipgloss, a favorite among influencers and a hit on social media, available while supplies last.
Festival-goers can look forward to essential products designed to shine at the event, including:
- Full Coverage 2-In-1 Foundation & Concealer (R$ 139,90): This dual-purpose product offers high coverage and a matte satin finish, ensuring a uniform complexion throughout the festival.
- Invisible Touch Face Fixing Powder (R$ 109,90): An ultra-fine facial powder that sets makeup and keeps skin velvety smooth for hours, even in the heat and excitement of the event.
- Velvet Touch Creamy Stick Blush (R$ 99,90 – 08 Rose Mauve): A perfect pick for the "doll" trend, providing rosy cheeks and a healthy appearance.
- Unlimited Blush (R$ 89,90 – 05 Mauve): A powder blush that locks in vibrant color for up to 12 hours.
- Radiant Touch Creamy Stick Highlighter (R$ 49,90 – 100 Gold) and Glow Fusion Intense Powder Highlighter (R$ 89,90 – 02 Coral): These creamy and powder highlighters ensure a stunning glow.
- New Water Eyeshadow (R$ 79,90 – 05 Bronze): A multifunctional eyeshadow that can be used dry or wet for an even more intense effect.
- Ultimate Pen Eyeliner (R$ 69,90 – 01 Black): A high-precision pen eyeliner with long-lasting wear.
- Intense Colour Long Lasting Eyeliner (R$ 109,90 – 16 Black): A highly pigmented pencil with a creamy texture and water resistance, perfect for achieving the "messy girl" smoky effect.
- New Maxi Mod Waterproof Mascara (R$ 89,90): A waterproof mascara enriched with argan oil, ensuring a powerful look throughout the marathon of shows.
With these products and trends, KIKO Milano guarantees that your makeup will stay impeccable from the first to the last show. Now it’s just a matter of choosing your look, preparing your playlist, and enjoying Lollapalooza Brasil 2025 in style!
In a parallel development, on Thursday, March 27, 2025, the Congresso Moda & Beleza (Fashion & Beauty Congress) took place, aimed at entrepreneurs, business people, and influencers in the digital sphere. The congress focused on showcasing new market trends through technical content and specialized connections.
In recent years, the fashion sector in Brazil has undergone a profound transformation, marked by the convergence of trends, changes in consumer behavior, and the increasing digitalization of shopping. From the rise of e-commerce to the evolution of interactions between customers and sellers, the Brazilian fashion market has expanded and sophisticated, gaining new dynamics and challenges.
According to Katherine Sresnewsky, a consultant at N.evsky and speaker at the Congresso Moda & Beleza, it is impossible to discuss consumer behavior in Brazil without mentioning the impact of digital communication. In a landscape saturated with information, consumers often find themselves paralyzed, unable to decide due to the overwhelming number of options and content. She emphasizes that companies must filter this information and offer only what truly adds value.
As Brazilian consumers become increasingly aware, they are moving away from impulsive purchases to focus on products that align price, quality, and environmental impact. This shift has led to the rise of "clientelling," a practice aimed at personalizing customer service and building lasting relationships, which is crucial for brands seeking loyalty in an information-saturated environment.
Clientelling focuses on cultivating close, personalized relationships with customers, going beyond mere product sales to enhance the customer experience and foster loyalty. This requires brands to be more attuned to the needs and desires of their consumers, necessitating better-trained sales staff and a more direct communication process.
Another significant trend observed in recent years is the growing union between the fashion and beauty sectors. Since the emergence of the "State of Beauty" in 2003, the intersection of these two worlds has been increasingly scrutinized. Both fashion and beauty markets directly influence consumer self-esteem, leading clothing brands to collaborate with cosmetic companies, creating partnerships that expand reach and engagement with their audience.
This synergy is evident in various collaborations that produce limited collections and joint actions, targeting the same consumer: the modern, successful woman aged 30 to 45, who seeks exclusivity and personalization. At the same time, the men's market is also showing promise, albeit still more niche and focused on high-value products.
According to Statista, the Brazilian clothing market is projected to reach a revenue of $34.33 billion by 2025. Despite this growth forecast, Brazil ranks only 11th in global revenue standings, far behind market leaders. However, Latin America represents 9% of the global market, indicating growth potential, especially for brands that can capture local consumers.
The beauty market is also experiencing significant growth, with Brazilians increasingly concerned about the quality and origin of the products they consume. Sustainable and ethical products are on the rise, but the critical question remains: are consumers truly more conscious and willing to pay more for products that meet these criteria? The answer is still uncertain, as many continue to make choices based on price and convenience.
As the fashion and beauty markets in Brazil continue to evolve, they face challenges from fierce competition and an influx of new players, particularly in the beauty sector. Nevertheless, this has not deterred new brands from seeking to carve out their niche through strong positioning and clear communication with consumers.
Brands that invest in authentic storytelling, differentiated shopping experiences, and direct customer relationships will be better positioned to stand out in a competitive and ever-changing market. The Brazilian fashion and beauty market is in a state of constant transformation, driven by digitalization, increasing demand for sustainable products, and the quest for personalized experiences. Although challenges such as consumer paralysis due to information overload and segmentation difficulties persist, the trend is for brands to continue investing in innovation and closer relationships with their customers.
Experts expect that the fashion market will keep expanding, especially with the growth of e-commerce and diversification of offerings. However, brands must understand that the union between fashion and beauty is not just a passing trend but a structural change that is here to stay. Those who can explore this convergence and provide real value to consumers will be able to thrive in a competitive and evolving market.
