Seldom do we find a beauty brand uninterested in diversity and inclusion today. Over the past three years, we’ve watched retailers like Sephora, Ulta, and Macy’s make investments in diversifying not only their brand founder portfolios, but also the ways in which they speak to the patrons whose dollars and loyalty they continuously vie for.After 2020’s industry awakening, the endeavor to resonate with audiences dominated by people of color remains a top priority for retailers, for brands, and especially for the creative practitioners behind the scenes who craft the stories.Enthusiasm toward “getting it right”—the ways in which richer, more diverse beauty brand stories are told—is now underpinned not just by momentum but also by data-backed urgency.Two Words: Spending PowerToday, the Hispanic market is the largest minority market in the US, per the University of Georgia’s Selig Center for Economic Growth. The group’s spending increased 87% from 2010 to 2020, reporting $1.9 trillion in buying power. And according to Mintel, as reported by Women’s Wear Daily, Latinx women spent over $2 billion on cosmetics alone in 2019. Additionally, these consumers spend 30% more than other ethnicities on beauty products: $167 annually versus $135 spent annually by the general population.According to the University of Georgia, Asian Americans, including Native Hawaiians and Pacific Islanders, represented 6.3% of the US population and accumulated a buying power of $1.3 trillion in 2020, larger than the annual economic gross domestic product of all but 13 countries. A portion of this segment is contributing to the rapid rise in beauty brands inspired by Indian traditions.