Market
Launching a product brand in Latin America
Latin America is a collection of national regimes. Brazil asks for a local holder, Mexico a notice and Spanish labels, and the Andean countries have a shared cosmetics notification.
How to launch a private label brand in Latin America
To launch a private label brand in Latin America, choose one country first and find a locally established company to hold your registrations. Regulation, tax and logistics differ so much that a regional launch generally fails on paperwork. Brazil, Mexico and Colombia are typical first choices, and each treats a foreign brand differently.
In Brazil, foreign companies cannot obtain cosmetics authorisations from Anvisa directly: a Brazilian company with a valid operating authorisation (AFE) has to hold them. In Mexico, most retail products must comply with official NOM standards including Spanish labelling, checked at the border. In Colombia and across the Andean Community, a cosmetic needs a compulsory sanitary notification, whose holder must have a legal domicile in the country that receives it.
Local holders create dependence, so the agreement with your partner is part of the brand’s structure. We consider who owns each registration and how it could be moved. This page is an overview and not legal advice, and local counsel confirms each point for the product. Chile and Argentina are checked per project and appear here for trademark routes only. See compliance and naming.
Who does what, by product group
Three main markets. The rest is project-specific.
| Group | Who is responsible | Product rule | Trademark route | Packaging and labels |
|---|---|---|---|---|
| Cosmetics | Brazil: Brazilian AFE holder. Colombia: NSO holder with a local domicile. Mexico: company filing the COFEPRIS notice | Brazil: RDC 907/2024, notification, or registration for sunscreens and others, valid 10 years. Colombia: Decision 833, valid 7 years. Mexico: aviso de funcionamiento | Madrid covers Brazil, Mexico, Colombia and Chile. Argentina, Peru, Ecuador, Bolivia and Uruguay need national filings | Local language; label project filed with some procedures |
| Supplements | Brazilian importer; Mexican company | Brazil: RDC 243/2018 and IN 28/2018 with listed constituents and limits. Mexico: aviso filed 30 days before operating | As above | Brazil: name Suplemento Alimentar and warnings |
| Food | Local importer | Mexico: NOM-051 for prepackaged food and non-alcoholic beverages | As above | Mexico: front-of-pack seals and responsible party details |
| Toys | Local importer with certification | Brazil: Inmetro Portaria 302/2021, compulsory certification with seal for play items for children to 14 | As above; Mexico requires a declaration of use | Conformity seal visible on label or pack |
| General goods | Local importer | NOMs in Mexico where they apply; national consumer law elsewhere | As above | Spanish or Portuguese consumer information |
In Mexico a mark’s holder must declare use within three months after the third anniversary of grant, or the registration lapses automatically. This also applies to Madrid designations.
What to prepare
Allow time for documents that must be issued abroad and translated.
- One first country chosen, with a clear reason for that choice
- Local company selected, its licences checked, and an agreement on who owns each registration
- Product classification by the local regulator’s categories, which may differ from the EU or US
- Label in Spanish or Portuguese, reviewed against local standards
- Certificates from accredited labs, and any certification body acceptable locally
Main channels and how they work
Distribution and the price chain often affect margin more than unit cost.
Mercado Libre
The natural first test across much of the region. Cross-border and local-stock models differ widely in fees, delivery times and your legal role.
Retail chains
Supermarkets and department stores need a local vendor, reliable invoicing and stock in the country.
Importer-distributors
Often the only practical route for a foreign brand. Clarify minimum purchases, exclusivity by country, and what happens to registrations if you part ways.
Frequently asked questions
Can a foreign company register cosmetics in Brazil directly?
No. Anvisa says foreign companies cannot directly obtain marketing authorisations. They need a Brazilian company with a valid AFE, which acts as legal holder and responsible party. Most products use a simplified notification, valid for 10 years, while sunscreens and some others need registration.
Does the Madrid Protocol cover Latin America?
Partly. Brazil, Mexico, Colombia and Chile are members, among others in the region. Argentina, Peru, Ecuador, Bolivia, Uruguay and Paraguay were not on WIPO’s list in the status of July 2026, so they need national applications. Check the list when you file.
What is a Notificación Sanitaria Obligatoria?
It is the compulsory sanitary notification for cosmetics under Andean Decision 833, handled by INVIMA in Colombia. The holder must have a legal domicile in the member country, and the code is valid for 7 years. INVIMA describes its issuance as automatic.
Which Latin American country should come first?
Usually the one where you already have a buyer or partner. Without one, compare the regulatory path, import costs and channel for your product. Our strategy stage gives a written recommendation, including the option of not entering yet.
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