Latinas in Beauty: Meet the New Major Player Striving for Equity in the Beauty Industry

The beauty industry, a global powerhouse, generates an astounding $400 billion annually and is projected to soar to $580 billion by 2027. Within this lucrative market, Latino consumers hold a remarkable $3.78 trillion in spending power, surpassing the average U.S. consumer by spending 19% more on beauty products.

Nearly 20% more than the average consumer, yet they remain significantly underrepresented in leadership roles, with only 1% of C-suite executives and 1.5% of senior executives identifying as Latina. To address this disparity, industry professionals are uniting to champion the advancement of Latinas in the beauty industry. 

Enter Latinas in Beauty, a newly formed nonprofit organization committed to fostering equity and amplifying the representation of Latina-owned brands and professionals. Through targeted programming and strategic networking opportunities, the organization aims to reshape the beauty industry’s leadership landscape.

“When brands reflect the diversity of their consumer base, they foster deeper trust and loyalty. For Latinas, seeing themselves authentically represented in campaigns, product offerings, and brand leadership drives greater engagement and connection. This translates into increased brand advocacy, higher sales, and long-term consumer retention,” Executive Director Emily Perez tells us.

Founders

The organization is led by a trio of founders. Perez brings 15 years of experience and a career devoted to mentoring women in the corporate world. Nadine Tapia, a former investor in Ole Henriksen, serves as treasurer, while Margarita Arregada, founder of Valdé Beauty, takes on the role of secretary.

“Given their collective experience and desire to invest in Latina talent, the trio believed that by joining forces for this next chapter they could make a bigger impact and unlock opportunities that diversify the industry and enable Latinas to thrive as creators, innovators, and leaders in the beauty space,” she stated.

Programming

The leaders collaborate closely to design impactful programming that advances the organization’s mission. Their initiatives include:

• Beauty Professional Program: Supports the professional growth of Latina beauty professionals through various resources, mentorship opportunities, and networking events
• Entrepreneur Program: Provides tools and resources for entrepreneurs to build and scale their beauty businesses including a beauty brand directory of Latina-owned brands, a toolkit for entrepreneurs with lists of accelerator programs, trade shows, and beauty awards, and directories of investor and business contacts (e.g. manufacturers, suppliers, marketing + PR agencies).
• Beauty Brand Incubator + Accelerator: Offers Latina entrepreneurs a 12-week Beauty Business Overview Certificate Program, business audit, and 1:1 mentorship and coaching sessions, in partnership with a leading university
• Latinas in Beauty Summit: Annual event celebrates the achievements of Latinas in beauty and unites industry professionals, entrepreneurs, and thought leaders for a day filled with educational experiences, networking opportunities, and inspiration

Pledge for Equity

Most recently, Latinas in Beauty unveiled its Pledge for Equity Initiative, urging industry CEOs to champion the advancement of Latina-owned brands. The initiative has already garnered significant support from major retailers and brands, including ULTA Beauty, Rare Beauty, and Patrick Ta Beauty, all of whom have pledged their commitment to this important mission.

“The response from CEOs and executives in the beauty sector has been overwhelmingly positive, with influential leaders and major brands stepping forward to champion the cause,” Perez discusses.

She continues, “The commitments made so far highlight a shared dedication to fostering inclusivity and economic growth within the beauty sector. These contributions are helping to amplify the voices of Latine entrepreneurs and professionals while ensuring their rich culture and innovations are celebrated and supported on a global scale.”

Looking ahead, Perez highlights that the growing diversity within the beauty industry strengthens a sense of community and represents a smart and forward-thinking business strategy.

“As Latinas see themselves more reflected in the industry and support Latina-owned brands, their influence will help shape beauty trends, push inclusivity forward, and unlock untapped potential for growth in an ever-evolving market.”

As Latinas in Beauty continues to expand and make strides in evolving beauty spaces, Perez has some advice for aspiring beauty professionals.

“The journey isn’t always easy, but you’re not alone. Together, as a community, we can create opportunities, break barriers, and lift each other higher. Believe in your power and the incredible impact you’re capable of making.”

You can stay connected with Latinas in Beauty by visiting their website.