Portugal is no longer just a land of surf, fado and pastel de nata: it is also a breeding ground for digital influencers who are making their mark on the European scene. Whether in fashion, lifestyle, content creation or travel, young Portuguese creators are multiplying international collaborations, viral posts and highly engaged communities beyond the Lusophone world.

A scene in full bloom
Recently, several studies and influencer platforms have shed light on this trend: one article highlights the “Top 15 Portuguese Influencers” not to miss. Another lists the “Top 20 Instagram Influencers in Portugal in 2025.” This shows that the phenomenon is no coincidence but a genuine rise in influence.

Concrete examples to follow
Among these faces are Caetana Botelho Afonso (Instagram @caetanaba): based in Lisbon, she has around 670,000 followers and is featured in a selection of “lifestyle & travel” influencers for Lisbon. Another name: Mafalda Sampaio, a fashion/beauty YouTuber, described as one of Portugal’s most influential figures. And also Luísa Barosa Oliveira, younger, model/influencer, spotted on international networks through fashion.

Why does it work?
First, the linguistic advantage: although Portuguese is a more limited language than English or Spanish, many Portuguese creators produce bilingual or even English-language content, expanding their audience. Second, Portugal’s geographical position: a crossroads between Europe, Africa and Latin America, allowing a cosmopolitan touch in content creation. Third, the visually and culturally hybrid aesthetic: a mix of Mediterranean, urban and accessible style that appeals to European brands.

What are the challenges?
Even if the momentum is strong, some challenges remain: the size of the local market (Portugal has about 10 million inhabitants) often forces influencers to aim internationally. Moreover, monetization through foreign brands requires networking, market understanding (France, Spain, Germany…), and sometimes adjusting tone or language. Finally, staying authentic while being “global” is a delicate balance.

Implications for brands & marketing
For a French or European brand wishing to collaborate with a Portuguese or Lusophone influencer, it’s an opportunity to reach a double audience: local (Portugal) AND European (via international followers). Choosing such a profile can bring credibility, Lusophone identity and visual freshness. For an entrepreneur/web developer like you, Théo, it can also mean creating cross-border partnerships (e.g., content in French + Portuguese + English), automating influencer campaigns, or integrating tracking platforms within a SaaS/influencer marketing logic.

Some ideas to get started
Identify one or two relevant influencers (e.g., Caetana, Mafalda) and analyze their audience: country, language, engagement.
Define a message or campaign that crosses borders (e.g., “Portugal meets France”, “European lifestyle Lisbon-Paris-Berlin”).
Prepare content in several languages to maximize reach.
Use ROI tracking tools (UTM, affiliate links, conversion tracking) and automate deliverables (posts + stories + Reels).
Think “local but international”: keep Portuguese authenticity (places, vibe, culture) while adapting the angle for the European audience.

In conclusion
The wave of Portuguese influencers in Europe is real and promising. It is no longer just an heir to coastal charm or nostalgic fado: it thrives on a young, digital, global spirit. For anyone in web, marketing or entrepreneurship, it’s a field to explore: new voices, new audiences, new formats. Definitely one to watch.