Latine beauty’s influence goes beyond trends; it encompasses a deep cultural resonance. Our communities have been driving beauty innovations for decades, introducing global audiences to skin care practices that utilize natural ingredients like aloe vera, avocado, and chamomile. These elements, long cherished in Latin American households, are now featured prominently in products by global beauty brands, reflecting a growing emphasis on natural and sustainable ingredients.
A great example is Youth to the People, a brand that created Pro-Grade Vegan™ skin care with superfood ingredients such as papaya and organic cactus, backed by innovative science for powerful results. In six short years, the brand reached $50 million in sales and was acquired by L’Oréal in December 2021.
Latine entrepreneurship is also making waves across the beauty industry. Brands like Vive Cosmetics and Nopalera are leading the way with products that honor cultural traditions while addressing modern consumer needs. These brands, with their direct-to-consumer approaches, are not only serving Latine audiences but also creating meaningful connections through their offerings.
Major retailers such as Ulta Beauty, Target, and Sephora are recognizing the importance of inclusivity. They are dedicating shelf space and marketing resources to Latine-owned brands, signaling a broader commitment to diversity.
L’Oréal USA’s Inclusive Beauty Fund, which expanded in 2024 to support Latine beauty entrepreneurs, further exemplifies this shift. By providing grants and professional mentorship, L’Oréal USA is investing in the future of Latine beauty and supporting emerging talent. These brands and retailers are leading the charge in how to authentically engage with and support Latine beauty brands and consumers.
The power of intersectionality
As this multifaceted community grows, beauty brands and retailers must shift their approach from conventional marketing strategies to ones that embrace intersectionality to foster genuine connections.
Intersectionality is essential to connecting with Latine beauty consumers. From Afro-Latine individuals to indigenous descendants, the importance of embracing the complexity within this group and the range of nationalities, skin tones, languages, and cultural traditions can move beauty brands beyond surface-level marketing and transactional relationships. There is an opportunity to demonstrate a deeper commitment to inclusivity and become true partners in the personal and cultural journeys of Latine consumers.
Brands that will excel will understand it’s not enough to translate materials into Spanish and will approach this audience with cultural intelligence, respect, and empathy. Narratives that reflect lived experiences, showing that the beauty industry can be a catalyst for change rather than the perpetuation of narrow ideals, will show a true investment with this population.