Andrea Valdiri, Luisa Fernanda W, Mabel Cartagena, among other Instagram stars; They have “set their eyes” on this business, taking advantage of their millions of followers in networks (potential clients of their brands).
Viral News.
Colombia is the third country in Latin America that exports the most cosmetic products to the United States and the rest of the countries that make up the continent, according to data from Proexport.
The industry that manufactures, produces and markets foundations and powders, shadows, blushes, lipsticks, enamels, exfoliants, sunscreen; It has been growing at least 5% year after year and this seems to have been identified by some Colombian influencers who see on their social networks, the market power to sell these beauty products under their own brands.
His millions of followers (in many cases between 2 and 15 million followers mainly on platforms such as Instagram), become his possible demand. Their followers have followed them for many years precisely in this area of giving advice to beautify the face or simply because of the synonym of beauty they represent.
Such is the case of Luisa Fernanda W, who became known by making makeup tips on her profile and due to her beauty and digital production, she quickly grew in followers. Today it has the sum of 14.6 million followers.
Luisa Fernanda W, influencer.
She recently made the release of Divva, a brand of cosmetics created by the girlfriend of popular music singer Pipe Bueno, to help women “find their inner power and break the limits of beauty”, as she explains on her website.
Luisa Fernanda W
Another content generator that has taken advantage of its image and popularity to launch a cosmetic product on the market is Andrea Valdiri.
A couple of months ago, he announced that he was working on a business project to launch a line of lipsticks called Ruby Rose Colombia. So it was.
Andrea Valdiri
The Barranquilla who has about 7 million followers on Instagram, inaugurated her virtual business, taking advantage of the fact that her maximum source of income is the realization of commercial guidelines for large brands, she looked for a way to promote her own entrepreneurship using her image .
So far, your product has been well received and is sold on social media and web platforms.
It is of interest: For influencers, their company is their social networks: ‘La Liendra’, their Instagram was closed
Pautips
Another famous person who took advantage of the fact of being an “Instagram brand” in the production of makeup tutorials is Paula Giraldo, from Bogotá, known in this world of beauty as Pautips.
The 27-year-old girl decided to launch herself into the field of entrepreneurship with her makeup products known as Paula By Pautips.
Pautips sells shadows, blushes, powders and other beauty products widely used by women on a daily basis.
Mabel cartagena
On the other hand, presenters and instagrammers have also seen in the cosmetic industry a possibility of earning income or forging their own company.
This happened to Mabel Cartagena. The Barranquilla who has carried out her entire professional career in the media as a presenter of programs such as ‘Contact’, ‘Good morning’, ‘El Lavadero’, among others; also launched its line of beauty products called: «Better Together».
She describes her makeup store as “female empowerment through makeup.”
Read: Loss of money and contracts when the ‘influencers’ have their accounts closed on social networks
Yuri vargas
Other celebrities like Yuri Vargas, Sara Uribe and of course ‘Epa Colombia’, with its keratins, have also bet on cosmetic products to generate good returns.
See: The SIC asks influencers for good practices when advertising on their social networks
Sara Uribe
Epa Colombia
Other famous internationally have also set their eyes on this industry to create brands and compete with traditional ones such as Vogue, L’oreal, Chanel, Maybelline, Clynique; among other.
Such are the cases of Kim Kardashians with her brand KKW Beauty, Victoria Beckham and Rihanna.
The outlook for Colombians?
According to data from La República, in 2020, as a result of the pandemic, the market for the comic industry fell by 6.3%, with lipstick being the most affected product.
The annual expenditure of Colombians on makeup went from 200 thousand pesos to 179 thousand, a reduction of 9.75%.
“Makeup is one of the categories that has fallen the most in the context of the pandemic, especially lip lines. However, we highlight the behavior that eye products have had, above the rest of the product lines, possibly due to the use of face masks, ”Falabella Colombia announced in 2020.
For Colombian influencers, it will be a challenge to position their products in 2022 in a market that suffered the economic recession for about two years as a result of the pandemic.
Cover photo: @instagram
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