NESH explores Brazil expansion through Korea-backed K-beauty showcase during President Lee’s state visit

South Korean hair wellness brand NESH is exploring entry into Brazil after participating in a government-backed K-beauty showcase held alongside President Lee Jae Myung’s state visit, using the event to engage with major local beauty retailers and assess opportunities in one of the world’s largest haircare markets.

The brand, operated by Layers Cosmetic Co. Ltd., participated in “K-Beauty GLOW WEEK in Brazil,” an initiative organized by the Korea SME and Startups Agency (KOSME) to support Korean beauty companies expanding into Latin America. NESH was among eight participating companies, alongside established Korean beauty brands including Amorepacific, APR and Goodai Global.

During the event in São Paulo, President Lee visited the exhibition and met representatives from participating companies. According to the company, NESH founder and CEO Yuna Kim introduced the brand’s focus on scalp health and its approach to addressing hair loss among women, a segment the company says has historically received less attention than men’s hair loss solutions.

Following the showcase, NESH held business meetings with Brazilian retailers including Sephora Brazil, Raia and Ikesaki to discuss potential distribution opportunities, product certification requirements and partnership possibilities. The company said discussions with the retailers will continue as it evaluates market entry strategies.

Brazil represents a significant opportunity for haircare brands. The country is the world’s third-largest cosmetics market and one of the largest globally for haircare products. According to market research firm Mordor Intelligence, Brazil’s haircare market is valued at approximately US$6.7 billion and is projected to grow at nearly 5% annually, while the broader South American market is estimated at US$9 billion to US$11 billion.

The growing demand for specialized haircare and scalp-focused products has drawn increasing interest from international brands seeking to expand in the region.

Commenting on the visit, Kim said the company observed strong interest in Korean haircare products during the event and viewed Brazil’s diverse consumer base and established haircare culture as favorable conditions for introducing its scalp-first product portfolio.

She added that the showcase provided opportunities to engage not only with retailers but also with influencers and consumers, helping the company better understand local demand as it considers broader expansion across Latin America.

Founded in 2021, NESH focuses on scalp care, hair care and styling products developed using its proprietary fermentation technology. The company initially positioned its products around women’s hair loss before expanding into a broader hair wellness portfolio. Its products are currently available through South Korean retailers including Olive Young and MUSINSA, and the company has also expanded into markets including the United States and Japan.

The Brazil initiative reflects a broader effort by Korean beauty companies to diversify overseas markets beyond North America and East Asia, as government agencies and industry players increasingly look toward Latin America as a growth market for K-beauty exports.

Quick Takeaways

• NESH is expanding into Brazil, marking its first major step into the Latin American market.
• The company participated in K-Beauty GLOW WEEK in Brazil, a KOSME-backed showcase held alongside President Lee Jae Myung’s state visit.
• President Lee visited the NESH booth and met with founder and CEO Yuna Kim during the exhibition.
• NESH held business meetings with Sephora Brazil, Raia and Ikesaki to discuss distribution, certification and potential partnerships.
• The discussions are ongoing, with no distribution agreements announced yet.
• Brazil is a strategic target as it is the world’s third-largest cosmetics market and one of the largest haircare markets globally.
• NESH differentiates itself with a scalp-first hair wellness approach and products aimed at women’s hair loss, an underserved segment.
• The company currently sells through Olive Young and MUSINSA in South Korea and has already expanded to the U.S. and Japan.
• The move reflects the broader push by Korean beauty brands into Latin America, supported by government-led export promotion initiatives.