Beyond Clean. Beyond Trends. Why U.S. Buyers Are Turning to Colombia for High-Performance Beauty

At the third edition of Cosmoprof North America Miami, Colombia will present a delegation of 15 export-ready beauty companies spanning skincare, haircare, wellness, fragrance, clean nail care, and beauty technology. The group reflects a new generation of Latin American beauty brands combining biodiversity-driven ingredients, modern cosmetic science, and ethical manufacturing, with products designed to meet U.S. standards and consumer expectations. 

Several of the exhibiting brands bring decades of scientific and manufacturing experience to the U.S. market. For example, Laboratorio San Jorge, with more than 70 years of pharmaceutical expertise, showcases clinically tested skincare developed for sensitive skin alongside accessible nature-based personal care. Epidermique Corp, a dermatological laboratory, highlights dermo cosmetic and haircare formulations enhanced by advanced natural bioactives and Cosmetic Drone Technology, a precision delivery system designed to improve efficacy and safety. Laboratorios OSA presents cosmetic and over the counter (OTC) products developed under Pharma Good Manufacturing Practices, reinforcing Colombia’s credibility as a science-led beauty producer. 

Haircare is another area where Colombian brands are gaining strong traction with U.S. buyers. Brands such as ETNIKER, Leche Pal Pelo, and Naprolab combine botanical expertise with a deep understanding of diverse and textured hair needs, creating solutions that resonate with multicultural and inclusive U.S. consumers. Their formulations blend herbal medicine, modern cosmetic technology, and sustainability-driven practices, aligning with key growth segments in the U.S. haircare market.

Beyond formulations, the delegation also includes innovation in beauty wear and professional tools. NIPSKIN, now present in more than 20 countries, introduces its inclusive stick-to-skin beauty wear solutions, ranging from reusable nipple covers to body patches, designed for comfort, confidence, and everyday use. BLOMER showcases professional hairbrushes crafted with cultivated woods, natural boar bristles, and advanced manufacturing technology, underscoring Colombia’s strength in high-quality beauty accessories.

This innovation pipeline is supported by growing trade momentum. Between January and November 2025, Colombia exported USD 699.2 million in cosmetics, personal care, and haircare products globally, marking a 12.1% increase over the same period in 2024. The United States ranked as the fourth-largest export destination, importing USD 56.7 million in products, with consistent year-over-year growth. Export performance across the sector averaged 12.8% annual growth between 2020 and 2024.

Colombia’s position is reinforced by its role as a strategic manufacturing and innovation hub for the Americas. Global beauty leaders such as L’Oréal, Johnson & Johnson, Procter & Gamble, and Unilever operate manufacturing plants and laboratories in Colombia, highlighting the country’s reliability, technical capabilities, and supply-chain maturity for U.S. partners.

“What differentiates Colombian beauty brands is their ability to translate one of the world’s most biodiverse ecosystems into high-performance formulations supported by pharmaceutical-grade research and modern cosmetic science”, said Carmen Caballero, President of ProColombia, the promotion agency of the country. 

Sustainability and social responsibility are embedded in the industry’s growth model. Many brands prioritize ethical sourcing, responsible manufacturing, and reduced environmental impact, while maintaining close relationships with local communities across key production regions. This values-driven approach aligns closely with U.S. consumer demand for transparency and purpose-driven brands. 

“As U.S. buyers look for differentiated, results-driven beauty in an increasingly crowded market, Colombian brands are standing out for their ability to deliver science-led innovation with authenticity and scale”, Caballero added.

“Of Colombia’s total exports of beauty and personal care products to more than 70 countries worldwide, USD 276 million originated from the department of Valle del Cauca. At the Cali Chamber of Commerce, we support Global Pioneer companies with a strong international vocation, strengthening their competitiveness and expanding their global connections. Our goal is to make the world smaller and more accessible for them by reducing friction and reinforcing the mindset that the market does not end at our borders: the world is the market. In this new edition of Cosmoprof Miami, we are accompanying 10 exhibiting companies from the region, seven of which currently export to countries such as the United States, Ecuador, Peru, Guatemala, Chile, Costa Rica, Puerto Rico, the Dominican Republic, among others,” said María del Mar Palau, President of the Cali Chamber of Commerce.

Experience the Country of Beauty and explore new collaboration opportunities across the Americas at Booths 757, 2641, 2350, and 2250.