Beleza na Web is the multi-brand beauty marketplace most Brazilians installed first. It carries roughly 250 brands, leans heavily on hair professionals and dermatologist-recommended skincare, and runs frequent free-shipping promos at the R$ 99 to R$ 149 cart threshold. The app works well, but it is not always the best price, the fastest delivery, or the deepest catalogue for what you actually want.
If pricing, missing brands, slow delivery in your region, or just curiosity is pushing you to look elsewhere, several Beleza na Web alternatives cover the same ground from different angles. This guide compares 7 apps Brazilian beauty buyers should know in 2026: multi-brand marketplaces that compete head-on, general retailers with strong beauty sections, and the official brand apps that often beat marketplace prices for their own products.
Quick comparison
| App | Best for | Type | Free shipping threshold |
|---|---|---|---|
| Época Cosméticos | Direct multi-brand competitor with Black Tag perks | Beauty marketplace | Around R$ 99 with frequent promos |
| Kult | Makeup-focused marketplace | Beauty marketplace | Cart minimums, frequent promos |
| Mercado Livre | Aggressive pricing across third-party sellers | General marketplace | Free for purchases above R$ 79 via Mercado Pago |
| Shopee | Coupon stacking and ultra-low prices | General marketplace | Available with Shopee coins and seller coupons |
| Natura | Official Natura brand pricing and consultant promos | Brand-direct | Varies by consultant |
| O Boticário | Official Boticário with Viva O Boticário loyalty | Brand-direct | Frequent free-shipping pushes |
| Avon ON | Avon catalogue with consultant rates | Brand-direct | Via consultant orders or app campaigns |
Why people leave Beleza na Web
- Pricing is not always the best. For items sold across multiple platforms, Mercado Livre, Shopee, and even Amazon Brasil often beat Beleza on price, especially during platform-wide sales.
- Catalogue gaps. Beleza is strong on hair and dermo-skincare but lighter on imported makeup and Korean beauty brands. Those are easier to find on Kult or directly from international resellers.
- Delivery outside the southeast. Shipping times north and northeast of São Paulo and Rio can stretch to two weeks, which feels slow next to Mercado Livre Full or Shopee's same-region delivery.
- Brand-direct prices. For Natura, O Boticário, or Avon products, the brand's own app usually beats marketplace listings, both on price and on loyalty points.
- Aggressive push notifications. The app sends frequent promotional pushes, which some users find too pushy compared with quieter brand-direct apps.
Here are seven Beleza na Web alternatives Brazilian beauty buyers should consider.
Which app should you choose?
Época Cosméticos if you want the closest direct competitor. Same multi-brand format, similar professional-line focus, and the Black Tag loyalty program competes with Beleza's Clube Beleza.
Kult if imported and indie makeup brands are your main interest. The catalogue leans makeup-first, with a stronger curation of small and international labels.
Mercado Livre if price is your top priority. Third-party sellers compete on every item, Mercado Livre Full ships fast, and Mercado Pago integration is the smoothest checkout in Brazil.
Shopee if you stack coupons. Shopee coins, seller coupons, and daily flash sales can drop prices below anywhere else, especially on imported Korean and Chinese beauty.
Natura if Natura products are most of your cart. Buying through the official app or a Natura consultant beats marketplace listings on price and points.
O Boticário if Boticário is your main brand. Viva O Boticário loyalty pays back faster than marketplace points.
Avon ON if you buy Avon. The consultant model still gives the best per-unit pricing on Avon items.
Stay on Beleza na Web if you want one app for everything, you care about Beauty Experts editorial content, and you shop across many brands at once. The breadth of the catalogue and the dermo-skincare curation are the hardest parts to replicate elsewhere.
1. Época Cosméticos, the direct multi-brand competitor
Época Cosméticos is the closest like-for-like alternative to Beleza na Web. Same multi-brand format, same focus on perfumery and professional-line skincare, same general price band. The Black Tag loyalty program returns points on every purchase plus exclusive launches, similar to Beleza's Clube. The app surface is cleaner than Beleza's in places, with stronger filtering by hair type, skin type, and use case.
Catalogue depth on perfumery is Época's strongest card. Imported fragrances and niche perfume houses (Maison Francis Kurkdjian, Initio, Memo, Penhaligon's, and others) sit alongside mass-market lines like Natura and O Boticário. For users who shop perfumes, Época often has stock when Beleza doesn't.
The trade-off is hair-professional coverage. Beleza's relationship with hairdressers and pro hair lines is deeper, and the editorial tutorials around hair care are stronger.
Advantages:
- Direct multi-brand alternative with similar catalogue breadth
- Deep imported perfumery selection
- Black Tag loyalty competes with Beleza's Clube
- Cleaner filtering by hair, skin, and use case
Disadvantages:
- Smaller hair-professional catalogue
- Fewer editorial tutorials than Beleza
- App push notifications are equally frequent
Pricing: Free to use, marketplace pricing varies. Frequent free-shipping promos at the R$ 99 cart threshold.
2. Kult, makeup-focused marketplace
Kult is a younger Brazilian beauty marketplace built around makeup-first curation. The catalogue centers on imported and indie makeup brands, K-beauty, and clean-beauty labels that are harder to find on Beleza or Época. Where Beleza is a general beauty store, Kult feels like a specialty boutique with strong editorial picks and influencer collaborations.
The app experience is fast and skewed for makeup discovery. Shade matching, swatch images, and influencer reviews are prominent. Pricing on imported makeup tends to undercut larger marketplaces because Kult ships directly from a smaller warehouse with less platform overhead.
The catch is breadth. If you also need haircare, perfume, body care, or dermo-skincare in the same cart, Kult is not the right pick. It does makeup and adjacent categories well, less well outside that scope.
Advantages:
- Makeup-first curation with imported and indie brands
- Strong K-beauty and clean-beauty selection
- Lower prices on imported makeup than larger marketplaces
- Editorial and influencer content focused on color matching
Disadvantages:
- Light catalogue outside makeup
- Newer brand, less name recognition
- Smaller distribution network
Pricing: Free to use, marketplace pricing varies. Promotions on indie launches are frequent.
3. Mercado Livre, the lowest prices through third-party sellers
Mercado Livre is the largest e-commerce platform in Latin America, and its beauty category is enormous. Third-party sellers compete on every popular SKU, which usually means lower listed prices than Beleza on identical items. Mercado Livre Full ships from the company's own warehouses with same-day or next-day delivery in metro regions, and Mercado Pago handles checkout in two taps.
The catalogue is broader than any beauty-specific marketplace. Imported, regional, niche, and gray-market sellers all live on Mercado Livre, which is both the strength and the weakness. Prices are the best, but counterfeit risk on premium and imported brands exists. Stick to verified sellers and brands' own official stores on the platform.
The discovery experience is built for general shopping, not beauty browsing. There is no curation, no editorial content, and no community recommendations the way Beleza does it.
Advantages:
- Best prices on most items through third-party competition
- Mercado Livre Full ships fast in metro regions
- Mercado Pago is the smoothest Brazilian checkout
- Massive catalogue, including imports
Disadvantages:
- Counterfeit risk on premium and imported brands
- No beauty-specific curation or editorial
- Seller quality varies, returns process depends on the seller
Pricing: Free to use. Per-item pricing varies by seller. Free shipping above R$ 79 with Mercado Pago on eligible items.
4. Shopee, coupons stacked on top of low base prices
Shopee Brasil is the most aggressive coupon-driven marketplace in the country. Beauty is a big category, with Korean and Chinese imported brands sold directly by sellers shipping out of São Paulo warehouses or, with longer delivery times, internationally. Shopee Coins, seller coupons, daily flash sales, and platform-wide promotions compound, so the effective price often drops 30 to 50 percent below the displayed price after stacking everything.
For users willing to spend a minute applying every available coupon, Shopee usually beats other marketplaces on price. K-beauty in particular (skincare, sheet masks, cushion foundations) is wide and cheap.
The trade-offs are speed and trust. International shipping can take two to four weeks. Reviews vary by seller. Some listings are gray-market imports without Brazilian regulatory labels, which matters for skincare with active ingredients.
Advantages:
- Coupon stacking drops effective prices the lowest
- Deep K-beauty and imported Asian beauty catalogue
- Frequent platform-wide sales (9.9, 10.10, 11.11)
- Shopee Coins reward frequent buyers
Disadvantages:
- International shipping can take weeks
- Some listings are gray-market without ANVISA labels
- Seller quality is uneven
- Returns process is slower than Beleza or Época
Pricing: Free to use. Pricing varies, often the lowest after coupon stacking.
5. Natura, the official brand app for Natura products
If a meaningful share of your Beleza cart is Natura, the official Natura app (Natura Sempre Presente) usually beats marketplace prices on the same items. Natura runs frequent direct-channel promotions, lower per-unit pricing through consultant orders, and exclusive launches that hit the official channel first.
The app is built around the consultant network. You order through a specific consultant who gets a commission, the app sends the order to them, and they handle delivery. For users in regions with an active consultant nearby, this can also be faster than Beleza's mail shipping.
For non-Natura items, the app is irrelevant. This is brand-specific. The full Natura Crer Para Ver, Una, Ekos, and Tododia lines are here, plus Aesop and Avon (since the merger), but you cannot buy Boticário or imported brands.
Advantages:
- Best per-unit pricing on Natura products
- Direct consultant network for fast local delivery in many regions
- Exclusive launches and direct-channel-only promotions
- Full Natura, Aesop, and Avon catalogue post-merger
Disadvantages:
- Single-brand, no multi-brand discovery
- Consultant-based ordering takes more steps than marketplace checkout
- App design is functional more than friendly
Pricing: Free to use, brand pricing applies. Consultant promotions vary by territory.
6. O Boticário, official brand app with Viva O Boticário loyalty
The official O Boticário app gives the best pricing on Boticário's full catalogue plus access to Viva O Boticário, which is one of the better loyalty programs in Brazilian retail. Points stack on every purchase, exclusive product launches go to members first, and free-shipping promos appear weekly. Marketplace listings of Boticário items on Beleza or Mercado Livre usually do not include those points.
The Boticário catalogue is broad on its own. Lily, Egeo, Match, Floratta, Glamour perfumes, Nativa SPA body care, Botik skincare, and Make B makeup all live in one app, with consistent campaign pricing across the line.
The catch is the same as Natura: this is one brand. If you mix Boticário with skincare from other labels, you still need a multi-brand app for the rest of the cart. We cover other Boticário-specific routes in our best Boticário alternatives guide.
Advantages:
- Best pricing on Boticário's full catalogue
- Viva O Boticário loyalty stacks points across every purchase
- Frequent free-shipping campaigns
- Members get early access to launches
Disadvantages:
- Single brand, no cross-brand carts
- Push notifications are frequent
- App feels cluttered around promotions
Pricing: Free to use, brand pricing applies. Loyalty discounts and free shipping campaign-dependent.
7. Avon ON, the Avon catalogue at consultant rates
Avon ON is the official Avon Brasil app and the place to get Avon pricing post-merger with Natura. The Avon catalogue is huge across makeup (Avon Color, Liiv), body care (Skin So Soft), perfumery (Far Away, Today), and skincare (Anew, Renew). The consultant-driven model means per-unit pricing is consistently lower than marketplace listings of the same Avon items.
The app handles both consultant and direct purchase paths. You can buy as an end customer with normal pricing or use a consultant code for the consultant rate, which is meaningfully lower on bigger orders. Free-shipping campaigns happen monthly.
The trade-off is that the catalogue is still entirely Avon. For non-Avon items the app is not useful. The interface also leans toward consultants more than end customers, which can feel a step away from a polished retail experience.
Advantages:
- Best pricing on Avon products through the consultant rate
- Full Avon catalogue, including pro-line skincare (Anew)
- Free shipping campaigns monthly
- Consultant pickup option in many regions
Disadvantages:
- Single brand, no multi-brand carts
- Interface is consultant-first, not retail-polished
- Per-unit pricing benefits favor larger orders
Pricing: Free to use, brand pricing applies. Consultant rate available with a consultant code.
How to choose
Pick Época Cosméticos if you want a like-for-like multi-brand replacement. Same format, deeper perfume catalogue, comparable loyalty.
Pick Kult if makeup is most of your basket and you want imported, indie, and K-beauty brands curated in one place.
Pick Mercado Livre if the lowest price is your goal. Just stick to verified sellers and the brand's official store on the platform to avoid counterfeit risk.
Pick Shopee if you stack coupons and you can wait a couple of weeks for international shipping. Beauty pricing after coupons is the lowest in the country.
Pick Natura, O Boticário, or Avon ON if a single brand makes up most of your cart. Brand-direct pricing plus loyalty typically beats marketplace listings on the same items, and the brand-specific apps give you exclusive launches.
Stay on Beleza na Web if you cross-shop many brands at once and you like the editorial and expert-recommendation layer. For broader context on the Brazilian beauty space, see our best Brazilian beauty apps guide and our Brazilian beauty brands like Natura and Boticário roundup.
FAQ
What is the best Beleza na Web alternative?
Época Cosméticos is the closest like-for-like alternative. Same multi-brand marketplace format, similar price band, comparable loyalty program. For lower prices on the same items, Mercado Livre is the better choice, but you give up the beauty-specific curation.
Is Beleza na Web more expensive than Mercado Livre?
Usually yes, on individual items. Mercado Livre's third-party seller model creates price competition Beleza does not have. The trade-off is that Beleza's listings are vetted, returns are smoother, and counterfeit risk is lower.
Where do I get the best price on Natura products in Brazil?
Through the official Natura app or directly from a Natura consultant. Both routes apply the consultant discount and stack with promotions. Marketplaces like Beleza and Mercado Livre rarely match the consultant rate.
Are imported beauty products safe to buy on Shopee?
Mostly yes for major brands, but some Shopee listings are gray-market imports without ANVISA registration. For skincare with active ingredients (retinol, vitamin C, AHA acids), the lack of Brazilian labels can matter. Stick to sellers with high ratings and recent positive reviews on the specific product.
Does Beleza na Web sell Korean beauty products?
Some, but the K-beauty catalogue is limited. Kult and Shopee have deeper K-beauty selections. For specific Korean brands not carried in Brazil, international ordering through Shopee or direct from Olive Young Global is usually the only route.
What happened to Sephora in Brazil?
Sephora closed its Brazilian operations in October 2020 during the pandemic and exited the market. The Sephora.com.br domain redirected to other retailers. As of 2026, Sephora is not directly active in Brazil, and the Sephora app from other regions does not ship there.
For related reading, see our best Natura alternatives guide, our best Boticário alternatives roundup, and our Natura vs Boticário comparison.
