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Editor’s note: In this article, ADWEEK deviated from its style of using “Latinx” due to the writer’s preference. “Latine” is a gender-neutral form of the word Latino.
New York City in 2013. That’s when I first realized the profound influence that Latine beauty could have on the industry.
After relocating to spearhead Hispanic media strategy and planning for L’Oréal Paris, I saw the immense opportunity for brands and marketers to delve deeper into the cultural narratives that define Latine beauty—to create more relevancy by honing in on products that addressed the unique needs of Latine consumers, along with brand ambassadors that took pride in their heritage.
From intersectionality to authenticity, brands and retailers can embrace the power and culture of the Latine beauty community and ensure an inclusive industry for all.
A driving force in the global beauty sphere
In our increasingly diverse world, the beauty industry has evolved from mere aesthetic expression to a powerful platform for cultural storytelling, identity affirmation, and community building. Notable figures like Becky G, who speaks to beauty as a Mexican American, and entrepreneurs like Julissa Prado, founder of Rizos Curls, are redefining beauty standards and proving that Latine beauty is not only here to stay but is also setting the agenda for what’s next.
Latine beauty, characterized by its vibrant and varied expressions, is not a fleeting trend. Instead, it’s a transformative force within the global beauty landscape. From skin care routines deeply rooted in natural remedies and generational traditions to bold makeup looks and defined brows, Latine beauty aesthetics are setting new standards. It is not only shaping norms but has also become a crucial element in the global beauty industry, influencing everything from product development to marketing strategies.
Beyond the trend
Latine communities represent over 19% of the U.S. population and wield purchasing power exceeding $3.2 trillion. This demographic is pivotal to the beauty industry, with women of color, including Latines, spending 78% more on beauty products and making beauty-related shopping trips nearly nine times a year. Such substantial purchasing power underscores the importance for beauty brands to engage meaningfully with Latine consumers.