Latinas Are Redefining Beauty: A New Study Reveals How and Why the Industry Is Paying Attention
- Tyzza Macias
- 1 day ago
- 4 min read
Updated: 2 minutes ago
From abuela’s remedies to global trends, Latinas are blending tradition and innovation, setting the standard for the future of beauty.
Latinas in the United States are changing the face of beauty, literally. A new study by the Hispanic Marketing Council, powered by Neutrogena, lays bare a generational shift: young Latinas are moving away from the old script of high-glam perfection and embracing something more powerful; skincare rooted in health, heritage, and authenticity.
The numbers tell a story of transformation. Nearly two-thirds of Latinas surveyed said they aspire to a natural look, while only 13 percent still prefer bold glam. And in perhaps the clearest signal of change, 72 percent report they feel comfortable leaving home without makeup, a decision older generations often viewed as unthinkable.
“Skincare isn’t optional, it’s how I take care of myself.” – Participant, 20s, Miami.
This shift is not simply about beauty preferences. Latinas are prioritizing confidence and self-care over perfection, and in the process, they are normalizing natural beauty across mainstream culture. For an industry long driven by aspirational images, this redefinition forces a recalibration of what beauty itself means.
From Glam to Natural Confidence
For decades, femininity was equated with bold, layered makeup. Today, Latinas are rewriting that narrative. Natural looks are gaining momentum, yet daily rituals still matter. Defined brows, lashes, and lips remain essential, a way of maintaining identity even as the overall approach becomes more pared down.
“Even if I have no makeup, I won’t leave without doing my brows.” – Participant, NYC.
By embracing minimalism without abandoning ritual, Latinas are showing that self-expression doesn’t require heavy makeup. This balance is helping redefine what aspirational beauty looks like for a new generation.
Heritage Meets Global Inspiration
The study shows that Latinas are twice as likely as non-Hispanic women to purchase products tied to family remedies. Aloe, coconut oil, and rosewater remain staples, not only for their efficacy but also for the connection they carry to family traditions and cultural memory.
At the same time, Latinas are blending heritage with global influence, experimenting with Korean skincare’s “glass skin” routines, Afro moisturizing practices, and Indian brow rituals.
“My abuela used to make a mask with aloe, now I just buy it off the shelf.” – Participant, 20s, Chicago.
This merging of past and present is producing a uniquely Latina approach to beauty: one that honors heritage while pushing innovation forward.
Skin Tribes and Authentic Conversations
Latinas are also gravitating toward what the study calls “skin tribes” communities united not by trends, but by shared experiences of hyperpigmentation, dryness, and sensitivity. These groups place wellness at the center of the conversation, elevating beauty into a dialogue about real concerns.
Authenticity remains central. Sixty percent of Latinas say it is more important for brands to genuinely “get” people of color than to simply market inclusivity.
“I see myself in my skin first, and I want brands to get that.” – Participant, 30s, New Jersey.
For beauty companies, this is no longer a matter of choice. It is a mandate: inclusivity must be real, grounded in lived experience, and responsive to the communities driving cultural change.
The Future of Beauty is Latina
The data underscores a simple truth: Latinas are not just experimenting with beauty, they are leading it. Eighty-five percent describe themselves as “beauty explorers,” eager to try new products. Beauty shopping itself is highly social, with 87 percent saying it is an activity shared with friends and family. Most strikingly, younger Latinas are teaching older relatives about modern skincare, reversing generational flows of knowledge.
“We don’t wait for trends, we make them.” – Participant, 20s, Miami.
Their influence is shaping the future of beauty from the inside out. What begins in their homes and communities often becomes tomorrow’s mainstream standard.
Where Science Meets Cultura
The Belleza Latina study also pointed to solutions dermatologist-trusted essentials that address the exact concerns Latinas identified: hyperpigmentation, hydration, and sun protection. Neutrogena®’s recommended products reflect these needs.
For brighter, more even skin tone, the Collagen Bank 15% Vitamin C Serum was highlighted as a high-potency formula designed to preserve collagen while addressing hyperpigmentation. Hydration remains non-negotiable, with the Hydro Boost Water Gel and Hydro Boost Lip Balm (Sheer Berry) singled out for their Hyaluronic Acid-powered formulas that keep skin and lips supple and radiant. Finally, sun protection continues to be critical, and the Ultra Sheer Mineral Face Liquid SPF 70 was recommended for its lightweight, invisible coverage suitable for sensitive skin.
These recommendations reflect not only dermatologist-trusted science but also cultural priorities skincare that is effective, confidence-driven, and relevant to Latina routines.
The story of beauty is inseparable from the story of culture. Latinas are not simply consumers; they are architects of what beauty means today and what it will become tomorrow. Their influence stretches from abuela’s kitchen remedies to the shelves of global beauty aisles and the industry is listening.
Latinas are proving that beauty isn’t about covering up. It’s about honoring identity, heritage, and self-expression. And that is a legacy the entire industry must recognize and follow. Share this story with someone who knows beauty is more than skin deep, it’s cultura, confidence, and community.