Aye Mami: Cultural and Beauty Insights

Hispanics or Latinos are the largest non-white ethnicity group in the United States, and also one of the fastest growing. 2020 Census data shows that this ethcnity group currently accounts for 17% of the US population over the age of 18. It is expected to reach 25% by the year 2045. The Latina population is diverse, made up of many different individual cultures and a spectrum of cultural integration; from recent immigrants through to those whose families have been in the United States for countless generations. The Latina population also spans the full continuum of hair types and skin tones, from very pale women with straight hair, through to Afro-Latinas with coily hair and dark skin.

Latina consumers share some of the same challenges as African American consumers, including discrimination, colorism within their own communities, and challenges finding hair and beauty products that are appropriately catered to their needs. Latinas with more heavily textured hair face some of the same challenges in caring for and styling their hair and look to Black haircare products and knowledge to help them.

Overall, Latinas tend to be heavy beauty consumers, particularly in relation to cosmetics and skincare products. On average, Latinas reported spending over $100 per month across the categories of haircare, skin and personal care (i.e. skincare, body cleansing, sun care etc.) and cosmetics and other beauty products (i.e. makeup, nail polish, fragrances etc.).