Functional and adaptogenic beverages gain the Brazilian market

Functional and adaptogen-based beverages are beginning to gain traction in Brazil, in line with the global decline in alcohol consumption and the growing search for experiences that combine pleasure and well-being. Within this movement, LUCIA emerges, a brand created by Bertha Jucá and Victoria Linhares, which uses plants such as artemisia, ginger, jambu, and cupuaçu to create a sophisticated, alcohol-free and sugar-free beverage that promises to awaken sensations in the body and can be consumed pure or in drinks. The brand enters the market with R$ 4 million already raised and ambitious expansion plans, under the leadership of CEO Fabiana Scalamandré Fernandes, formerly of LVMH. Another name making its debut is Sede, a brand of functional beverages focused on balanced and prolonged energy, with 100% natural ingredients such as slow-release caffeine, taurine, ginger, and yerba mate. In the realm of healthy shots, Shotly is launching, offering kombucha-based probiotics in versions like the Immunity Shot, with turmeric, ginger, cardamom, Ceylon cinnamon, black pepper, and Sicilian lemon; and the Detox Shot, which combines matcha-mate, oregano, lemongrass, and mint.

ARTICLE: https://vogue.globo.com/beleza/noticia/2025/09/beauty-news-as-principais-noticias-do-mercado-de-beleza-e-wellness-do-mes-de-agosto-de-2025.ghtml