Cosméticos Belier CDS SAS is a Colombian, family-owned, medium-sized company engaged in the production and sale of professional cosmetic products, focused on hand, foot, and nail care. Due to the constant growth of the sector, the company is currently interested in carrying out an internationalization project. Given this scenario, this research aims at identifying a potential market that contributes to the internationalization process of the company, analyzing the risks and threats posed by the foreign market and the possibilities of increasing its adaptation and competitiveness in an international environment. To this end, a mixed methodology based on three phases was implemented: business diagnosis, identification of the star product, and market selection. In these phases, microeconomic and macroeconomic variables of Latin American countries were evaluated, resulting in the conclusion that the country with the best potential for the company to start exporting is Mexico, since it is a market with high demand for beauty products and low participation of Colombian cosmetic goods.
