Digital influencers’ personal brands and proprietary product lines in the brazilian beauty market

In the digital era, personal branding has evolved from an individual communication strategy into a powerful economic and cultural force, particularly within the Brazilian beauty market. This study examines how digital influencers’ personal brands, through proprietary product lines, shape consumer behaviour, market dynamics, and symbolic value. Employing qualitative case studies of prominent Brazilian influencers, data from market reports and social media metrics were analysed to assess brand construction, engagement, and commercial performance. Findings indicate that authenticity, audience proximity, and social media engagement convert symbolic capital into economic and cultural outcomes, positioning influencers as key mediators in consumption and trend diffusion. The study highlights the structural significance of influencer-led brands, demonstrating their capacity to coexist and compete with traditional market actors, offering insights into the interplay of identity, communication, and commercial strategy in contemporary beauty markets.