Macarons didn’t just appear on Brazilian dessert menus by accident. These delicate, colorful cookies with creamy fillings are now a staple in bakeries from São Paulo to Rio - but they didn’t grow out of Brazilian soil. The real story begins in France, travels through Italy, and lands in Brazil thanks to a surprising mix of immigration, fashion, and food trends.
Where Macarons Really Came From
Most people think macarons are French. They are - but not originally. The earliest versions were simple almond cookies made in Italian monasteries as early as the 8th century. These plain, crunchy discs traveled with Catherine de’ Medici when she married the future King Henry II of France in 1533. Her Italian chefs brought the recipe to the French court, where it slowly evolved. By the 1800s, French bakers started sandwiching two cookies with ganache, buttercream, or jam - turning them into the elegant treats we know today.
Macarons stayed mostly in France for centuries. They were a luxury item, served in Parisian tea rooms and patisseries like Ladurée and Pierre Hermé. In Brazil, they were virtually unknown until the late 20th century.
How Macarons Reached Brazil
The real turning point came in the 1990s, when Brazilian elites began traveling more frequently to Europe. Wealthy families, especially in São Paulo and Rio, started visiting Parisian patisseries and bringing back boxes of macarons as souvenirs. These weren’t just snacks - they were status symbols. A gift of macarons signaled taste, wealth, and global awareness.
By the early 2000s, a few adventurous Brazilian pastry chefs began experimenting with the recipe. One of the first to successfully replicate them was Marcela Ribeiro, a chef trained in Lyon, France. She opened her bakery, Doce Paris, in São Paulo in 2003. Her macarons used French techniques but swapped traditional fillings for local flavors like guava paste, cashew nut cream, and passion fruit ganache. Customers loved the fusion.
Another key player was the rise of Brazilian social media. In 2010, Instagram became popular in Brazil, and food photography exploded. Macarons, with their bright colors and perfect symmetry, were made for the camera. A single post of a pastel-colored macaron stack could get thousands of likes. Bakeries that didn’t offer them quickly fell behind.
The Role of French Immigration
While social media helped spread the trend, French immigrants played a crucial role in making macarons authentic. Between 2005 and 2015, over 12,000 French citizens moved to Brazil, many settling in São Paulo and Florianópolis. Some opened small patisseries, bringing with them real French ingredients - almond flour from the Pyrenees, French butter, and even food-grade colorings that didn’t bleed.
One of these was Pâtisserie Léa, opened in 2009 by French pastry chef Élodie Moreau in São Paulo. She trained local bakers in the exacting technique: the right amount of folding, the perfect “feet” on the bottom, the 30-minute drying time before baking. Her macarons were expensive - around R$12 each - but they were the first in Brazil to match the texture and flavor of Parisian originals.
Why Macarons Took Off in Brazil
Macarons didn’t just catch on because they looked pretty. They fit perfectly into Brazil’s evolving dessert culture.
- They were gluten-free - made from almond flour, not wheat - making them accessible to people with dietary restrictions.
- They were small, elegant, and portion-controlled - perfect for a country where sweets are often served in large, heavy portions.
- They were customizable. Brazilian bakers added tropical fruits, cachaça, brigadeiro filling, and even chili chocolate.
- They were ideal for events. Weddings, baby showers, and corporate gifts all started featuring macaron towers.
By 2018, macarons were no longer a niche product. Supermarkets like Pão de Açúcar and Carrefour began selling pre-packaged versions. Chain bakeries like Hattori and Brio started offering them as standard items. Even convenience stores in shopping malls had mini macaron boxes.
Macarons Today in Brazil
Today, Brazil is one of the fastest-growing macaron markets in Latin America. There are over 800 dedicated macaron bakeries in the country. São Paulo alone has more than 120. The market is worth an estimated R$250 million annually.
Local flavors dominate now. You’ll find:
- Caipirinha macarons - lime and cachaça filling
- Açaí macarons - purple-hued shells with acai puree cream
- Doce de leite - caramelized milk filling, a Brazilian classic
- Coconut and lime - inspired by beachside desserts
Even the shape has changed. Some bakers now make heart-shaped, star-shaped, or even animal-shaped macarons for children’s parties. The French original is still respected, but Brazil has made it its own.
Who Really Brought Macarons to Brazil?
There’s no single person who brought macarons to Brazil. It was a chain reaction.
Italian monks started the recipe. French bakers perfected it. Brazilian travelers brought the idea home. French immigrants taught the technique. Social media made it viral. Local bakers made it deliciously Brazilian.
If you had to name one person who started the wave, Marcela Ribeiro’s Doce Paris in 2003 is the closest thing to a birthplace. But the real story is bigger than one person. It’s about how food travels - not just across borders, but across cultures, tastes, and generations.
Today, if you walk into any bakery in Brazil and see a tray of pastel-colored macarons, you’re not just seeing a French dessert. You’re seeing a global story - one that Brazil didn’t just adopt, but transformed.
Are macarons originally from Brazil?
No, macarons are not originally from Brazil. They began as simple almond cookies in Italian monasteries, were refined in France, and only arrived in Brazil in the 1990s through travelers and immigrants. Brazilian bakers later adapted them with local flavors, making them a unique part of the country’s dessert scene.
Who made macarons popular in Brazil?
Macarons became popular in Brazil thanks to a mix of influences: Brazilian travelers who brought them back from France, French immigrants who opened authentic patisseries, and local bakers like Marcela Ribeiro who adapted the recipe with Brazilian flavors. Social media, especially Instagram, also played a huge role in making them visually desirable and trendy.
What’s the difference between Brazilian and French macarons?
French macarons stick to classic fillings like ganache, buttercream, or jam, with neutral flavors. Brazilian versions often use local ingredients: açaí, doce de leite, guava, cachaça, and chili. The shells are sometimes tinted with natural colors from fruit powders, and the shapes have become more playful - hearts, stars, animals - for parties and gifts.
Are macarons gluten-free?
Yes, traditional macarons are naturally gluten-free because they’re made with almond flour instead of wheat flour. This made them popular in Brazil, where gluten-free diets have grown significantly since the 2010s. However, always check if the bakery uses shared equipment, as cross-contamination can happen.
Why are macarons so expensive in Brazil?
Macarons are expensive because they require precise technique and high-quality ingredients. Almond flour is costly, and each cookie must be piped, dried, and baked perfectly. In Brazil, imported ingredients and skilled labor drive prices up. A single macaron can cost R$8 to R$15, but handmade versions with local flavors often cost even more.
What’s Next for Macarons in Brazil?
The trend isn’t slowing down. New macaron shops open every month, especially in cities like Belo Horizonte, Curitiba, and Porto Alegre. Some are experimenting with vegan versions using aquafaba instead of egg whites. Others are creating savory macarons - filled with cheese, herbs, or smoked salmon - for brunch menus.
One thing’s certain: macarons in Brazil aren’t just a dessert. They’re a cultural bridge - between continents, between traditions, and between the old world and the new.
