Latinas represent an untapped opportunity for beauty brands. The 30 million Latinas in the US drive an estimated $3.78 trillion in purchasing power and spend an average of 19% more on beauty than total US consumers.
However, they still lack cultural representation and access to financial opportunities. Only 1% of C-suite executives and 1.5% of senior executives are Latina, while Latina entrepreneurs typically receive less than 1% in venture capital funding.
Latinas in Beauty is a new nonprofit with a mission dedicated to cultivating equity and increasing the representation of Latina-owned brands and professionals. The powerhouse Latina executives with extensive experience across the beauty ecosystem behind the organization are Emily Perez, Margarita Arriagada, and Nadine Tapia.
The trio recognized the opportunity to harness Latinas' talents and cultural perspectives and capitalize on the vibrant growth of inclusive beauty to create the first-of-its-kind platform for Latinas in the beauty sector. By providing resources, networking, and mentorship, Latinas in Beauty aims to empower Latina beauty professionals and entrepreneurs to achieve their professional and entrepreneurial goals.
“Emerging Latina-founded beauty brands and professionals are uniquely poised to meet the diverse needs of our community, enhancing the allure of our culture, beauty, and traditions,” said Emily Perez, President and Executive Director, Latinas in Beauty. “We need to harness our collective power and champion these emerging brands and professionals, to turn the Latina beauty cohort into an economic and cultural triumph for all.”
Leaning on the extensive experience and deep industry connections of its founders and members, the organization will offer programs specifically tailored for beauty professionals and entrepreneurs, including:
Latinas in Beauty call for industry leaders to sign a new Pledge for Equity and support programming to propel the next generation of Latina beauty professionals.
Major retailers such as Ulta Beauty have already pledged their support, along with Latina beauty trailblazers Selena Gomez, Founder & Creator, Rare Beauty; Kimberly Villatoro, CEO, Patrick Ta Beauty; Lucia Perdomo-Ruehlemann, President, Saie Beauty; Julissa Prado, Founder & CEO, Rizos Curls; Babba Rivera, Founder & CEO of Ceremonia; Shaira Frías, Founder & CEO, Luna Magic Beauty; and Irene Montoya Scharmack, CEO of QuickBox, among others.
“Empowering Latina voices isn't just about representation—it's about creating pathways to financial independence and industry leadership,” said Rea Ann Silva, Founder & CEO Rea.deeming Beauty, Inc. “By pledging our support for Latinas in Beauty, we can invest in Latina talent and unlock opportunities that diversify the industry and enable Latinas to thrive as creators, innovators, and leaders in the beauty space.”
For more information on Latinas in Beauty please visit: Latinasinbeauty.org and sign the pledge.
