In 2015, a study revealed that Hispanic consumers are the “foundation” for beauty product sales. What that means is Latinxs, who represent 18% of the total U.S. population at 60 million, are the driving force behind the beauty industry. They account for 16% of the total sales just in hair care products alone. But despite having so much buying power in this industry, there’s been an overwhelming disconnect between Latinx consumers and what they’re finding in the beauty aisles.
The founders of Vive Cosmetics, Joanna Rosario and Leslie Valdivia, put it bluntly: “Beauty companies don't truly or authentically care about us as the Latinx community, although Latinas outspend all other groups in the beauty category. While our economic power is unparalleled, beauty companies only see us as dollar signs.” Whether it be lack of representation in beauty campaigns, not seeing Latinx-owned brands on the shelves of major stores, or brands not understanding how to reach the Latinx market, many believe change is necessary.
It’s because of this that many Latinxs, like Rosario and Valdivia, have created their own brands to fill the void. Here are seven Latinx beauty brands that are doing it for the culture and trying to bring forth some authentic representation.