The brands that most engaged in Carnival 2025, in the Perfumery and Cosmetics industry

Winnin, a platform that uses proprietary AI to map cultural trends from the consumption of videos on the internet, has just launched a ranking with the Perfumery and Cosmetics brands that most captured the attention during Carnival 2025.

Based on data, Natura, Avon and O Boticário they dominated the podium between the marks of Perfumery & Cosmetics this year's Carnival.

Owned, Earned, and Paid content on the theme Carnival on Instagram, TikTok, Facebook and YouTube from 01/03 to 09/03. Brazil. 

Sponsor of some of the main cabins in Sao Paulo, Salvador and Olinda, the Natura he gathered a team starring Milton Cunha, Tais Araujo and Isabelle Nogueira, making a big bet on the videos SO and the strategy worked. The brand was the one that captured the most attention in digital and stood out as the most remembered among revelers.

Looking exclusively at User Generated Content (UGC), three brands were featured in the ranking, including Natura (289K), The Apothecary (78K) and L’real Paris (49K).

These data show how the power of communities enhances the reach of beauty brands. Who said, Berenice and O Boticário they also stood out with an expressive performance: the engagement of the content generated by users was almost 17x larger than the videos published by the brands themselves, reinforcing the relevance of public participation in amplifying the messages.

It is also worth noting that without a single video of its own, the L’real Paris it won 4th place in total engagement at Carnival, betting 100% on the power of UGC and influencers such as Lore Improta, Laura Britto, Luisa Perisse and Kenya Borges.

The study also highlights the key approaches that have driven the success of these campaigns how these trends can guide future brand actions, highlighting the need to develop campaigns that combine entertainment, emotional bonding and cultural relevance.