The “Big Players” in the Beauty Market: Keep an Eye on Hispanics

Hispanics are the fastest-growing demographic in the United States. According to a recent Nielsen report, Hispanic Americans are now the most rapidly expanding segment in the industry. Beauty supply retailers, traditionally catering to a mainly Black customer base, are noticing an increasing shift towards Hispanic consumers. So, how can the beauty industry effectively engage this dynamic new audience, which is becoming the second-largest customer base in the beauty market? We’ll explore the unique characteristics of Hispanic beauty shoppers and offer targeted marketing strategies to connect with this influential group.

 

Hispanics: America’s Second Largest Population

According to the U.S. Census Bureau, approximately 63.6 million Hispanics were living in the U.S. in 2022, representing 19.1% of the total population, or about 1 in 5 Americans. The Hispanic population has grown by about 23% over the past decade, far outpacing the overall U.S. population growth rate of approximately 7%.

* Hispanic: Spanish-speaking, especially applied to someone of Latin American descent living in the United States. “Latino” is inclusive of all Latin Americans, while “Hispanic” refers only to Spanish-speaking Latin Americans (Source: Oxford Languages)

 

 

When people think of “Hispanics,” they often associate them with illegal immigration. In fact, there are statistics that say that more than 70% of illegal immigrants in the U.S. are from Latin America, as they share a border.(Pew Research Center) According to U.S. nationality law, which adheres to the principle of birthright citizenship, even if someone enters the country illegally, a child born on U.S. soil automatically becomes a U.S. citizen. This provides a legal basis for the previously undocumented parents to reside in the country. This is also how the status of Hispanics in the U.S. has steadily grown. Notably, Hispanic voters played a significant role in Donald Trump’s election victory. Despite his campaign promise to “deport illegal immigrants,” second- and third-generation Hispanic voters born in the U.S. reportedly did not have much resistance to this policy.

The Hispanic population has a high natural growth rate due to both high birth rates and immigration. The average age of Hispanics is also younger than other racial and ethnic groups, at just under 30 years, and growth is expected to continue in the future. Hispanic population increases are occurring in a variety of states and regions across the U.S., though some states are experiencing stronger growth than others.

 

 

– Texas, Florida, and California: These states have traditionally large Hispanic populations, with California and Texas already home to significant Hispanic communities.

– Nevada, Utah, and Arizona: In the West, these three states have high Hispanic population growth rates. Nevada, in particular, has seen rapid Hispanic population growth since the 2000s.

– Georgia, North Carolina, and Tennessee: The Southeast has not traditionally had a large Hispanic population but has experienced rapid growth in recent years.

– Oklahoma, Idaho, and Oregon: In the Midwest/Northwest, states like Oklahoma and Idaho have seen significant growth due to the expanding role of the Hispanic labor force in agriculture and construction.

– Pennsylvania, Michigan, and Indiana: Northeastern and Midwestern states with traditionally small Hispanic populations have seen recent growth in manufacturing, hospitality, and other sectors.

 

Hispanics Are Beauty-Conscious

As the Hispanic population grows in social and market influence, they’re also gaining significant purchasing power. According to market research firm NielsenIQ (NIQ), Hispanic consumers in the U.S. contributed $190 million to the U.S. consumer market in 2020—an 87% increase over the past decade and the largest purchasing power of any ethnic group in the U.S. The NIQ report highlighted that Hispanics are driving significant growth in the beauty market. Hispanics make up 14.4% of the U.S. beauty spending market but command 16.6% of total beauty spend. This makes them a powerhouse demographic, outspending their counterparts by an average of $39 per year on beauty products, with most of this splurge dedicated to fragrances, haircare, and skincare categories. The survey found that Hispanics are more likely than other racial and ethnic groups to prioritize and invest in their appearance.

 

This vibrant passion for beauty among Hispanics can be traced back to their rich cultural, historical, and social tapestry.

▲ Radiant Self-Expression and Self-Esteem: In Hispanic culture, physical appearance is not just about looking good—it’s a vibrant canvas for self-expression and a cornerstone of self-esteem. Many Hispanics channel their individuality and charm through beauty, often flaunting bright, bold makeup and fashion styles that make a statement.

▲ Influence of Family and Tradition: Hispanic culture is very family-oriented, and beauty rituals are cherished traditions handed down through generations. From an early age, women learn the art of skincare and haircare, transforming these routines into treasured family bonding moments. These time-honored practices foster a lifelong dedication to maintaining one’s appearance.

▲ Community Cultural Events and Rituals: The Hispanic community is rich with vibrant celebrations such as weddings, quinceañeras, and religious festivals. These events are showcases of beauty and grooming, where looking one’s best is an integral part of the tradition.

 

▲ Social Media and Influencer Influence: Hispanic beauty influencers reign supreme on platforms like Instagram and YouTube, introducing new beauty routines and products that set trends and ignite the community’s passion for beauty. Their influence drives a dynamic interest in the latest beauty innovations, keeping the community at the forefront of style and elegance.

 

How to Target the Hispanic Customer

With their keen interest in beauty, growing population, and increasing purchasing power, Hispanic consumers have become a pivotal force in the beauty market. However, capturing their attention and loyalty can be challenging. Hispanic consumers are not monolithic, so it’s essential to understand the diverse beauty trends and cultural elements that define this vibrant community.

1. Understand Hispanic Beauty Trends

✓Hair: Long and Brown Color

Hispanic hair can range from straight to wavy, curly, or Afro-Hispanic, but over 60% of Hispanic individuals have straight hair from root to tip. Dark brown or black is the prevalent hair color. Hair companies focusing on the Hispanic market have found that most customers prefer long hair, whether it’s straight or gently wavy. Long, flowing locks are the ideal, while strong curls or short hair are less favored. When it comes to hair color, brown, dark brown, and off-black (warm-toned black with brown undertones) are the most popular, with jet black (cool-toned black) being less common.

 

✓Makeup: Colorful Shades for Every Skin Tone

Hispanic consumers boast a diverse range of skin tones and embrace a variety of shades and customized tinted products. When it comes to makeup, eye makeup takes center stage. Favored looks include thick, defined eyebrows, voluminous lashes, and bold eye makeup featuring eyeshadow and eyeliner. Recently, natural and minimalist styles, such as glow makeup and the use of lighter shades, have also gained popularity.

 

✓Fashion: Bright Colors, Patterns, and Bold Designs

Hispanic fashion is the epitome of bold sophistication. Vibrant colors like red, yellow, and blue are often in the mix, paired with a variety of floral and geometric patterns, as well as hand-embroidered and beaded embellishments. Elegant silhouettes and designs that highlight curves and femininity are highly favored. Dresses worn for traditional festivals and celebrations, such as quinceañeras, are rich with cultural symbolism. (A middle-class quinceañera dress can cost between $1,000 and $3,000).

 

✓Jewelry: Unique Styles and Colorful Details

Hispanic jewelry tends to features bold, striking designs such as large earrings, layered bracelets, and ornate necklaces. Gold and silver are the most common metals used, while gemstones like turquoise, coral, and emeralds are frequently combined to create a vibrant display. Many designs are inspired by nature motifs, and symbolic jewelry is also popular, including cross pendants, “Evil Eyes” to ward off negative energy, and “hamsa” charms for good luck.

 

 

2. Empathize with Hispanic Culture

According to the Claritas Hispanic Market Report (2021), 88% of Hispanics appreciate companies that communicate with them in Spanish, and 87% believe that companies investing in or improving the Hispanic community should be rewarded.

Major U.S. companies are capitalizing on this by using bilingual product packaging, advertising in Spanish, and featuring well-known Hispanic artists and influencers to promote their brands and products.

The LA Times, a major newspaper in the predominantly Hispanic Los Angeles area, launched a Spanish-language edition in 2021, while Amazon introduced a Spanish-language version of its site as early as 2017. Many other businesses celebrate Hispanic Heritage Month with events and promotions, and retailers often offer discounts to diners on Cinco de Mayo or hold sales on clothing and shoes.

Important Celebrations in Hispanic Culture 1. Cinco de Mayo – May 5th This day marks the anniversary of Mexico’s victory over the French in 1862. Not only in Mexico, but Hispanics in the U.S. also celebrate with large-scale festivals and colorful traditional costumes. 2. Hispanic Heritage Month – September 15 – October 15 A month-long celebration of Hispanic culture and history, highlighting influential Hispanic figures and achievements that have contributed to American society through various events. 3. Día de los Muertos (Day of the Dead) – November 1 and 2 A day to remember and honor family members, close relatives, and friends who have passed away. People pay tribute to the deceased by creating an altar called an “ofrenda” adorned with flowers, food, candles, and photos of the departed. 4. Semana Santa – The Week Before Easter Holy Week celebrating Easter, featuring parades, masses, and other rituals commemorating the suffering of Jesus. 5. Quinceañera – A Girl’s 15th Birthday A coming-of-age celebration where girls wear vibrant dresses, attend church services, and celebrate with family and friends.

 

As the share of Hispanic consumers grows, it’s essential to stay current with evolving trends in beauty supplies. Stock products that cater to Hispanic preferences in hair, makeup, fashion, and jewelry, and consider offering special sales or small gifts to celebrate cultural occasions. If you want to go the extra mile, learn a few Spanish greetings. For example: “Hola” (Hello), “Gracias” (Thank you), and “Vuelva pronto” (Come back soon). These three simple phrases can go a long way in winning the favor of Hispanic customers.

Hispanic consumers tend to be loyal to companies and brands that acknowledge their identity, and they are often willing to invest in beauty products. By catering to their preferences, you’ll reap more than you sow.

 

Useful Phrases to Use When Dealing with Hispanic Customers

Greetings

• Hello, how can I help you?
  Hola, ¿enquépuedoayudarle?
• Are you looking for a specific product?
  ¿Estábuscandoalgúnproductoen particular?

Product Recommendations

• This product is very popular lately.
  Este producto es muy popular últimamente.

• This is good for protecting damaged hair.
  Este es bueno para protegerelcabellodañado.
•  Would you like to see the products on sale?

¿Quiereverlosproductosenoferta?

Payments

• Will you pay in cash or with a card?
  ¿Va a pagarenefectivo o con tarjeta?
• The total is ___.
  El total es ____.