Beauty and Skincare - Hispanic Marketing Council

Beauty & Skincare

Belleza Latina: Uncovering What’s Shaping U.S. Hispanic Beauty & Skincare

Powered by Neutrogena®

A new Hispanic Marketing Council (HMC) study reveals how young Latinas are redefining beauty—embracing authenticity, cultural pride, and results-driven skincare—significantly impacting the $19 billion beauty industry.

Redefining Latina Beauty

Young Latinas are moving beyond high-glam producida ideals to embrace a more natural, confident approach to beauty. Nine in 10 say clear, healthy skin is essential, and 56% view skincare as a source of confidence. Their routines blend modern science with time-honored traditions passed down from mothers and abuelas.

Key Insights:

62% of Latinas aspire to a natural look, while only 13% prefer bold glam.
76% highlight the classic Latina “beauty trinity” of brows, lashes, and lips.
8 in 10 follow beauty trends online, led by micro-influencers and “Get Ready with Me” videos.
56% still prefer in-store beauty shopping experiences with friends and family.

Why It Matters for Marketers

Latinas are not a niche—they’re leading the beauty category. They buy often, explore fearlessly, and remain loyal to brands that deliver real results and authentic representation. For CMOs and beauty marketers, this means designing products and campaigns that reflect both individuality and cultural pride.

VIEW THE FULL WEBINAR

WATCH NOW

DOWNLOAD THE FULL REPORT (MEMBERS ONLY)

READ NOW

Discover Even More with the HMC Hispanic Market Guide

Want to go deeper into the Hispanic consumer landscape? The HMC Hispanic Market Guide is your go-to resource for data, contacts, and best practices that help marketers authentically connect with Latinos in the U.S. It includes:

Cultural insights, economic & sector data, media consumption, and purchase trends
A vetted directory of agencies, advertisers, and service providers focused on the Hispanic market
Case studies, creative inspiration, and best practices for reaching diverse Latino audiences

Download the guide for free now and pair it with the Belleza Latina report to sharpen your strategies, storytelling, and campaigns across the Latino market.