“$12 billion in beauty spending — equity should be the return.”

Latinas: The Driving Force Behind the Beauty Industry

“$12 billion in beauty spending — equity should be the return.”

Latinas are not a niche within the beauty industry — we are a driving force. The numbers are clear: U.S. Hispanic consumers are fueling the beauty market’s growth, yet the investment, representation, and leadership opportunities for Latinas are not keeping pace with their economic impact. This disparity is not just a missed opportunity; it’s an imbalance that must be corrected to achieve true equity.

👑 Latinas: The Driving Force Behind the Beauty Industry

“$12 billion in beauty spending — equity should be the return.”

Latinas are not a niche within the beauty industry — we are a driving force. The numbers are clear: U.S. Hispanic consumers are fueling the beauty market’s growth, yet the investment, representation, and leadership opportunities for Latinas are not keeping pace with their economic impact. This disparity is not just a missed opportunity; it’s an imbalance that must be corrected to achieve true equity.

Who is Driving the Growth? The Latina Powerhouse

The driving force is unequivocally the Latina consumer and professional. The U.S. Hispanic beauty household is a consumer powerhouse, accounting for approximately 14.4% of all beauty-consumer households, yet representing an even larger share — roughly 16.6% of total beauty dollars spent (nielseniq.com). This means the Latino consumer is over-indexing in the category. Furthermore, Latina consumers spend, on average, about 19% more on beauty productsthan the general U.S. consumer (beautymatter.com, hispanicad.com). This immense buying power is situated within a U.S. Hispanic consumer-market buying power that is projected at a staggering $2.4 trillion and growing. Crucially, the beauty-category growth among this group is consistently outpacing non-Hispanics (nielseniq.com). Despite this massive economic influence, Latinas remain underrepresented in executive roles, as brand founders receiving significant investment, and across the industry's supply chain. While Latina consumers are clearly saying "we fuel beauty," the structure of the industry is not returning the equity this spending warrants.

What is the Challenge and How are We Addressing It?

The central challenge is a lag in representation, investment, and leadership that trails the proven economic impact of the Latina consumer. The solution requires a concerted effort to clear the path for Latina professionals and entrepreneurs.

The core issue lies in the gap between market power and structural equity. We recognize an Investment Gap where Latina-led beauty brands often struggle to secure the necessary funding and resources to scale, despite targeting a fast-growing, high-spending demographic. We also observe a Pipeline and Promotion Gap as talented Latina professionals frequently hit a "glass ceiling," struggling to find the dedicated mentorship and sponsorship required to reach executive leadership roles. Lastly, a Visibility Gap exists where the immense cultural influence of the Latino community in beauty is not adequately reflected in marketing campaigns, product development, or industry media.

At Latinas in Beauty, we are actively tackling this imbalance by creating essential infrastructure. We establish Mentorship Programs designed to connect emerging Latina talent with established industry leaders, providing the guidance and network access necessary for career advancement. We run Brand Accelerators that provide Latina entrepreneurs with the strategic support, educational resources, and capital readiness they need to scale their brands and secure significant investment.

When and Where: Our Current Focus and Momentum

This pivotal movement is happening now and is focused on the U.S. beauty industry and its global influence.

The time for change is today. The data confirming Latina market power is current, and the gap between influence and equity is widening daily. Latinas in Beauty is working right now to launch programs and facilitate connections that are having an immediate, tangible impact on careers and businesses.

Join the Movement: Ensure Growth Returns Equity

This is an urgent call to move beyond celebrating consumer spending and to begin actively investing in the source of that power. The long-term success of the beauty industry depends on the inclusion and empowerment of Latina professionals and entrepreneurs today.

Join us — not just to celebrate growth, but to ensure that growth returns equity.