The Growing Skincare Routine in Mexico
Skincare, or “cuidado de la piel,” is increasingly common among Mexicans, with an estimated 30% of men using products like sunscreen and moisturizers to combat aging. According to the Beauty Report, 96% of Mexicans consume beauty products daily, with cleansers, moisturizers, and sun protection being the most popular.
The National Chamber of Cosmetics and Personal Care Products (Canipec) reports that Mexican consumers spend around $215 annually on cosmetics and personal care items. Higher-income brackets and skincare enthusiasts spend up to $2,000 on premium products.
The Mexican industry has become a leader in Latin America, with a market value of approximately $11.34 billion in 2024, according to the National Association of Supermarkets and Department Stores (Antad). The industry is expected to grow by 6.05% this year, reaching sales of $15.21 billion by 2029.
Where to Shop for Skincare Products
Traditionally, skincare products have been sold in supermarkets, pharmacies, and department stores. However, the e-commerce boom following the COVID-19 pandemic has made marketplaces like Amazon and Mercado Libre significant players in the sector.
Experts highlight advantages such as lower prices and fast delivery, but caution should be exercised due to the prevalence of counterfeit products.
Price Comparison
For instance, as of August 20, 2025, the L’Oréal UV Defender sunscreen, a popular choice, costs $250 on Amazon, $188 on Mercado Libre (with a flash promotion), and $345 at Walmart online. The CeraVe facial cleanser, another favorite, is priced at $311 on Amazon and Mercado Libre compared to $707.20 at Walmart online.
Expert Opinions
Fredy Domyl, a digital content creator specializing in skincare, advises that it’s safe to shop on these platforms if specific measures are taken.
- Purchase from official brand stores within the marketplaces, as major companies have established their presence. This ensures authenticity and avoids potential legal issues when buying from third-party sellers.
- Be wary of products that are unrealistically cheap, as they may be counterfeit.
- Read customer reviews to determine product authenticity.
Edna, a 15-year beauty advisor in department stores, recommends checking if the item is sold and shipped by Amazon itself to minimize the risk of purchasing counterfeit products. She also advises reading other consumers’ reviews to learn from their experiences.
“Amazon and Mercado Libre often have great deals, especially during events like Buen Fin, Hot Sale, and December holidays. Always scrutinize the fine print before purchasing.”
Key Questions and Answers
- Q: Is it safe to buy skincare products on Amazon and Mercado Libre? A: Yes, but take precautions.
- Q: What should I look for when purchasing skincare products online? A: Buy from official brand stores, be cautious of extremely low prices, and read customer reviews.
- Q: How can I ensure the product is authentic? A: Check if the item is sold and shipped by the marketplace itself, and read other consumers’ reviews.
