Why the Next Generation of Beauty Shoppers Is Looking for
Latin-Founded Brands
For Latina Gen Z and Millennials, discovering a beauty product can also mean
discovering the person, culture and story behind it.
Beauty discovery has evolved far beyond simply finding a product that works. Consumers
increasingly want to understand the people behind the brands they purchase, the
inspiration behind the products they use and the perspectives those brands bring to the
industry. For younger Latina consumers in particular, that relationship between product,
founder and story is becoming increasingly relevant.
The numbers illustrate that shift. Sixty percent of Latina Millennials say they would
purchase a Latina or Hispanic-founded or owned beauty brand, while that figure rises to
70% among Latina Gen Z consumers. This growing interest suggests that the next
generation of beauty consumers is not only searching for effective products; they are also
open to discovering brands built from perspectives and experiences that have historically
received less visibility within the broader beauty market.
From product discovery to founder discovery
Behind an emerging beauty brand is often a very specific reason for its existence. A
founder may have struggled to find a product that met her needs, recognized an
underserved category, drawn inspiration from a cultural ritual or simply believed that an
existing product could be approached differently. These stories have always been part of
entrepreneurship, but digital platforms have made it possible for consumers to
encounter them much earlier in the purchasing journey.
As a result, discovering a product can now lead directly to discovering the person who
created it. A consumer might first encounter a lipstick, serum or fragrance through social
media and then learn about the founder, the inspiration behind the formula and the story
that led to the creation of the brand. That context can add another dimension to the way
a product is understood and remembered.
Creators are opening the door to discoveryCreators play an important role in this new discovery journey. Rather than simply
presenting products to an audience, they can introduce consumers to brands they may
never have encountered otherwise. A recommendation, product review, founder
interview or curated selection can become the first interaction between an emerging
brand and a potential customer.
This role is central to the L-Beauty ecosystem. Within the campaign, creators are
positioned as a bridge between brands and consumers, using their own perspectives to
introduce Latin-owned and founded beauty through product recommendations, founder
stories, category edits and personal discoveries. The goal is not for every creator to repeat
the same message, but for each one to give their audience a different way to enter the
world of L-Beauty.
Making discovery easier
Interest in Latin-owned and founded beauty is growing, but discovering these brands can
still be fragmented. A consumer may encounter one through a creator, another through a
recommendation and another while searching for a specific type of product. L-Beauty
brings those individual moments of discovery into one destination by connecting
founders, brands, creators and consumers within the same ecosystem.
That makes the experience about more than searching for a familiar brand. It creates the
possibility of arriving without knowing exactly what you are looking for and leaving
having discovered a new product, founder or story.
For the next generation of beauty consumers, that sense of discovery matters. The next
favorite product may already exist; the opportunity is making it easier to find.