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Breaking Barriers: The Growing Influence of Latinas in Beauty

Breaking Barriers: The Growing Influence of Latinas in Beauty

, by Emily Perez, 3 min reading time

Breaking Barriers: The Growing Influence of Latinas in Beauty

Latinas are not only reshaping the beauty industry—they are a driving force behind its growth. As one of the most influential and fastest-growing consumer segments, Latinas bring a unique perspective to beauty, blending rich cultural heritage with modern innovation. Yet, while the impact of Latinas is undeniable, there are still opportunities to be seized in corporate leadership, entrepreneurship, and media representation.

Trailblazing Through Corporate America

Latinas are climbing the corporate ladder with resilience and determination. While we make up over 9% of the U.S. population, our presence in entry-level positions stands at under 5%. However, Latinas are continuing to break barriers and prove their leadership capabilities, even though only 1% currently hold C-suite positions. The journey may be challenging, but the value Latinas bring to executive roles is unquestionable.

Compensation is another area where we are moving the needle. Latinas currently earn 52 cents for every dollar paid to white, non-Hispanic men, but we are taking steps toward pay equity and financial empowerment. Every dollar matters, and advocating for fair wages and equal pay is critical for the financial advancement of our families and communities. Latinas are working toward a future where our contributions are recognized—and rewarded—accordingly.

Latina Consumers: Influencing Beauty Trends

When it comes to beauty, Latinas are leading the charge. We spend 30% more on beauty products than our peers, driving trends that celebrate diversity, authenticity, and cultural expression. With a GDP of $1.3 trillion, Latina consumers are showing that our purchasing power is not just significant—it’s transformative. Brands are starting to catch on, recognizing that Latinas are shaping beauty standards and influencing everything from product development to marketing strategies.

Latina Entrepreneurs: Catalysts for Change

Latina entrepreneurs are thriving, with Latino-owned businesses growing 10 times faster than white-owned businesses. Contributing $800 billion annually to the U.S. economy, Latina business owners are creating jobs, innovating across industries, and proving that grit and vision go hand in hand. However, despite our growth, less than 1% of venture capital and private equity funding goes to Latino-led enterprises. This presents an opportunity for investors to tap into the immense potential that Latina entrepreneurs bring to the table.

The Opportunity to Invest in Latina Voices

Latinas make up nearly 19% of the U.S. population, but only 6% of marketing dollars are spent on reaching our community. This disconnect highlights a significant opportunity for brands to authentically engage with Latina consumers and influencers who are shaping trends and influencing purchasing decisions. By investing in meaningful representation, brands not only tap into a thriving market but also contribute to a more inclusive beauty industry.

Building an Empowered Future

Latinas are breaking new ground across the beauty industry, from consumers and entrepreneurs to corporate leaders and influencers. The next step is ensuring that we have the tools, resources, and opportunities to continue that momentum. By advocating for fair pay, greater representation, and equitable investment, we are setting the stage for a future where Latinas thrive at every level of the beauty industry.


Further Resources:

  • The U.S. Hispanic Consumer Beauty Report 2023 – Nielsen
  • The Power of the U.S Hispanic Consumer – Adweek
  • State of Latinas in Corporate America – Lean In
  • What the Beauty Industry Needs to Do to Support Latinx Beauty Brands
  • Untapped Potential of Latina Influencers on Social Media – Forbes
  • 2023 U.S. Latino GDP Report

Latinas in Beauty is dedicated to driving these conversations forward and creating a future where our influence is fully recognized and celebrated.


How does this version feel? It strikes a balance between showcasing strength and acknowledging areas for growth without a victim tone.


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