The beauty industry stands as one of the largest global markets, with an estimated worth of 299.77 billion dollars. Its influence has been introduced into the fabric of daily life, becoming a cultural phenomenon for most people. Yet, when we analyze the financial investment required for a single makeup product, – is the cost truly justified?
In Colombia, the makeup industry has thrived, giving rise to local brands that provide a cheaper alternative as opposed to higher-end brands like Dior, Charlotte Tilbury, Nars, MAC, Fenty Beauty, etc. This shift has sparked a debate on the comparative value between locally produced Colombian cosmetics and their higher-end, pricier counterparts. Colombian makeup brands present a better and cheaper alternative for specific high-end products that may be too expensive for consumers.
Moreover, Colombian makeup brands are winning over consumers by providing an affordable alternative to specific high-end products. These local brands focus on delivering effective formulations and trendy options, making beauty attainable to a broader public that may find high-end products financially demanding.
“I prefer to purchase blushes from Colombian brands since they offer almost identical shades that higher-end brands offer. For example, I love the Atenea blush palette that is similar to the Dior blush,” Elisa Arango Grade 11 points out.
These blushes come in a palette of 4 shades that are indistinguishable from Dior blushes, and they only cost COP 36.000 – that’s COP 194.000 less than a single Dior blush. Even better, the Atenea blushes glide smoothly on the skin and deliver a bolder color payoff thanks to their higher pigmentation. These blushes can be found in their retail store in the mall “El Tesoro” located in Medellin, Colombia.
Furthermore, affordable makeup brands that can be found in Colombia excel in offering a broad spectrum of products that mirror or even surpass the variety found in high-end counterparts. These local brands cater to diverse consumer preferences, from foundations and eyeshadows to lip products and skincare.
“I love to invest in Colombian brands, especially when I want a wider variety of a type of product. For example, I love to buy a lot of lip liners and glosses, and brands such as Montoc offer a wide variety of shades,” Eloisa Pelaez, Grade 11 said.
For comparison, if Eloisa buys lip liners from Montoc, she can buy 7 different shades for the cost of a single MAC lip liner. The local brand lip liners cost COP 13,000, and a single MAC lip liner costs COP 94,218. On the other hand, the lip liners from the brand Montoc may only be found online. They don’t offer an in-person store and finding it in person may be difficult. However, If having multiple options for a single product such as the shades you seek, buying from Colombian brands can give you the same quality you want, but at a cheaper price.
Makeup brands that originate from Colombia often prioritize inclusivity, recognizing the diverse needs and preferences of consumers. To add, by belonging to a multiracial country, they take multiple types of skin colors into account.
“My skin tone is dark, and sometimes when buying from high-end brands the shades they offer for a concealer are too yellow for me. However, I have found my right shade through Ani-k’s shade range of concealers, which offer darker colors that adapt to my skin tone,” Candelaria Navarro, Grade 11, said.
The inclusivity these brands have taken into account for their consumers, always trying to give a cheap but high-quality option to all skin types. These concealers can also be found in the mall “El Tesoro”, in a store named “Martina” which focuses on selling Colombian products.
Colombian makeup brands offer affordability, variety, and inclusivity. Consumers can enjoy the art of doing their makeup without worrying about it being a financial burden. However, the Colombian beauty industry isn’t as big yet, and for consumers to access most products they have to purchase them online rather than in person, it is just growing, and this year it is expected that more beauty brands will rise with proposals that differ from what high-end brands offer.