The Latino community accounts for 18.5% of the revenue generated by the beauty and personal care industry in the United States

The Latino community is gaining space in the beauty and personal care industry, where in recent times, it has managed to surpass non-Hispanic consumers in spending in that sector. Latinos are on both sides of the beauty and personal care industry, even though they are not a target market for some companies, their purchases have surpassed those made by non-Hispanic women. And on the other hand, Latinas who have founded their own beauty companies have had to face several challenges and obstacles to achieve a space in the industry and attract investors.

Latinos account for 18% of revenue in the industry

According to the report, behind the industry they are also pushing Latinos as creative directors, who have managed to position themselves in the market. Brands such as Fenty Beauty by the singer Rihanna, born in Barbados, have diversified their products to reach the largest possible market, with their wide range of shades in makeup. Despite these efforts, specialists emphasize that there is still much to be done to meet the needs and demands of the Latino community in terms of shades in the various cosmetics that exist in the market.

Makeup for brown skin

Since MAC launched shades for brown skin—a resounding success in the market—it has continued to be one of the best-selling collections, experts note. And more recent figures released by Nielsen show that in 2020, Latinas were the ones driving purchases of nail care products and makeup, despite the fact that the industry saw a decline in revenue due to the COVID-19 pandemic. The market research firm stated that the Latino population was the only one that managed to drive market growth during a difficult year for the economy—not only in the beauty industry but across most productive sectors. According to Nielsen, Latinas spent approximately 13% more than any other demographic group on personal care products.   Source: León, W. (2021a, November 17). Latinas make their way into the beauty industry. Latino 4U. http://latino4u.net/las-latinas-se-abren-paso-en-la-industria-de-la-belleza/