When a 139-year-old beverage company launches a 15-product makeup line, it’s worth asking what changed. In December 2024, Coca-Cola did exactly that through a partnership with Brazilian makeup artist Bruna Tavares.
The collection wasn’t a promotional stunt. It was a calculated entry into a $590 billion industry, designed to reach consumers who increasingly view beauty products as identity markers rather than optional purchases.
Pre-sale sellouts and industry recognition followed. The Business of Fashion named Bruna Tavares one of Brazil’s brands with the highest international potential.
The question isn’t whether the collaboration succeeded. It’s what this move reveals about how legacy brands are rewriting the rules of market relevance.
