Latinx Cultural and Beauty Insights: An In-depth look At The Largest Non-white Ethnicity Group In the U.S.

Size the Multicultural Growth Opportunity Define Cultural Traits in Hair Care Category Map Cultural Traits to Brand Equities Link Consumer Insights to Go‐to‐ Market Execution.

Latinx Consumers

Hispanics or Latinos are the largest non-white ethnicity group in the United States, and also one of the fastest growing. 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.

Latinx Beauty Challenges & Needs 

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.