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Illustration: Annelise Capossela/Axios

Latinas are a growing segment in the beauty and self-care industries, outspending non-Hispanic buyers in the past few years.

Why it matters: Many companies have yet to market to them, while brands aimed at Latinas or have Latina founders struggle to attract investors.

Between the lines: Some companies have begun to diversify their products for people of color, thanks to brands like Rihanna's Fenty Beauty. But experts say the shade ranges and offerings from most brands still fall short of the variances in Latina skin and hair.

  • This, despite the fact that Latina buyers represent 18.5% of the U.S. beauty industry's revenue, per Nielsen data.
  • In 2016, a MAC makeup line inspired by the late Tejana singer Selena, with shades complimentary of the artist's brown skin, sold out within hours when it was first introduced and remains one of the brand’s best-selling collections.

By the numbers: Hispanic women were the only non-white group who drove make-up and nail care purchases during the pandemic in 2020, spending 13% more than the average buyer on personal care, according to Nielsen.

  • Since 2015, Latinas of all age groups have spent on average $35-50 more per year on personal care items, such as lipstick and hair care products, than their peers.
  • They have also shown the most interest in buying personal care products that are natural and environmentally friendly, opening up the opportunity for a huge new market, according to Nielsen.

The intrigue: Several Latinas have set out to establish personal care brands that offer a wider range of shades and other options.

  • They include make-up brands like artist Becky G’s Treslúce and Luna Magic, which was founded by two Afrolatina sisters, as well as hair care product brands such as Botánika Beauty or Bomba Curls, both from Dominican Americans.
  • But similar companies say one of the biggest stumbling blocks remains access to capital, Bloomberg reports. The Frías sisters behind Luna Magic, for example, had to depend on financing through the TV show “Shark Tank” in order to launch earlier this year.
  • “This is why we have to train other women to be entrepreneurs, show them the ropes,” Melanie Jovanovic, the Venezuelan founder of her own cosmetics line and owner of beauty care salons in the Miami area, tells Noticias Telemundo.

Of note: A handful of Latina beauty vloggers and bloggers have acquired followings based on their reviews of certain products and their tips on mixing custom shades.

  • They include Mexican American military veteran turned influencer Dulce Candy and Dominican American YouTuber Alba Ramos.
  • Brands have also begun diversifying their spokespeople, by tapping the likes of Latina artists Camila Cabello, Melissa Barrera and Eva Longoria.

Editor's note: This story was first published on Nov. 16.

Go deeper

The new normal: Google searches reveal America's COVID shopping habits

Data: The New Normal; Google Trends; Chart: Jared Whalen/Axios

As the pandemic enters its third year, some of America's COVID-era shopping habits — including strong demand for tequila and sweatpants — are here to stay.

Driving the news: Axios worked with Google Trends and the Schema Design firm to create The New Normal, which analyzes the products Americans have Googled since 2020. Items with a lasting increase in search interest help fill in the details of what our "new normal" looks like.

Updated 1 hour ago - World

State Department orders evacuation of U.S. diplomats' families from Ukraine

From left, undersecretary for political affairs Victoria Nuland, Secretary of State Antony Blinken and U.S. chargés d'affaires in Ukraine Kristina Kvien during a meeting with Ukrainian Prime Minister Denys Shmyhal in Kyiv. Photo: Yevhen Liubimov/ Ukrinform/Barcroft Media via Getty Images

The State Department will begin evacuating families and nonessential staff from the U.S. Embassy in Kyiv this week, according to a travel advisory published Sunday evening.

The latest: The United Kingdom's Foreign Office announced Monday it was also withdrawing some embassy staff and dependants from Ukraine's capital "in response to the growing threat from Russia," but added the British Embassy would remain open.

Updated 1 hour ago - World

U.K. PM orders inquiry into Muslim lawmaker's discrimination claim

British Prime Minister Boris Johnson in London, England, last week. Photo: Ian Vogler/Pool/AFP via Getty Images

British Prime Minister Boris Johnson's office announced Monday that he's ordered an inquiry into allegations from a Conservative Member of Parliament that she was fired from a ministerial job due to her Muslim faith.

Driving the news: Nusrat Ghani told the Sunday Times she was informed by a government whip that she was fired from her position as a junior transport minister in February 2020 after her "Muslimness was raised as an issue" and that her faith made colleagues feel "uncomfortable."