From Culture to Community: Neutrogena Elevates Latinas in Beauty and Wellness This Hispanic Heritage Month

In America’s beauty aisles, wellness spaces, and cultural conversations, Latinas are no longer on the sidelines. They are at the center, shaping trends, driving demand, and redefining what inclusivity in the industry truly means.

With Latinx purchasing power projected to soar to $4.1 trillion in 2025, ignoring this community isn’t just shortsighted; it’s a missed opportunity of generational scale.

For years, the beauty and wellness industry has leaned on Latina consumers as tastemakers, yet too often overlooked them as decision-makers. What makes the difference today isn’t simply representation, but personalization. Shades that match deeper complexions, products rooted in cultural rituals, campaigns that don’t just feature Latinas but speak directly to them, these are no longer luxuries; they are expectations.

When a Latina sees herself reflected authentically, the connection is immediate. It’s not just about selling a product; it’s about honoring identity. And that is where loyalty is born.

This Hispanic Heritage Month, Neutrogena leaned into celebration, not tokenism. The brand invited Latinas from across industries to gather in Dallas, Texas, spotlighting not only beauty, but culture, wellness, and community. Our Latinx Magazine joined the celebration inside Neutrogena’s VIP suite at Tate McRae’s “Miss Possessive” Tour, where guests experienced a private sound check and acoustic set before the show, a thoughtful blending of artistry, culture, and community engagement.

The evening also marked a pivotal announcement: 21-year-old Tate McRae as Neutrogena’s new Global Brand Ambassador. It was more than a celebrity endorsement. It was the unveiling of a campaign that feels equal parts generational and global, introducing a fresh voice to the brand’s iconic Hydro Boost collection, now celebrating its 10th anniversary.

Hydro Boost isn’t just a best-seller, it’s a category-definer. On average, a jar of its Water Gel is sold every two seconds worldwide. By pairing McRae’s raw relatability with the expertise of Dr. Muneeb Shah, the most-followed dermatologist on social media, Neutrogena is crafting a campaign that bridges science and culture, delivering a message that skincare can be both effective and accessible.

“I’m thrilled to partner with Neutrogena—a brand I’ve trusted since I was young,” McRae said. “What I love about this campaign is how real it feels. We’ve all been there—those moments where your brain just won’t stop spiraling. Hydro Boost keeps my skin hydrated and reminds me that skincare doesn’t have to be complicated to work.”

The campaign works because it feels authentic. It doesn’t just sell hydration, it sells belonging.

Hispanic Heritage Month may run only from mid-September to mid-October, but the responsibility to celebrate Latinx culture doesn’t expire when the calendar page turns. Brands that see it as a short-term marketing opportunity miss the bigger picture. Latinas are the fastest-growing group of entrepreneurs in the country. They are wellness innovators, cultural storytellers, and economic drivers. Their impact doesn’t start or stop with a holiday.

For brands, the message is clear: celebrating Latinx culture is not performative, nor is it seasonal. It is strategic. It is necessary. And it is overdue. Neutrogena’s Hispanic Heritage Month celebration shows what is possible when a brand chooses to celebrate with depth rather than surface gestures, when it chooses to create space rather than simply fill it.

The $4.1 trillion question isn’t whether brands can afford to embrace Latinas. It’s whether they can afford not to.