For generations, Latinas have shaped and defined beauty standards across the globe. From historical and cultural icons like Frida Kahlo, Rita Moreno, Celia Cruz, and Selena Quintanilla to modern-day superstars such as Selena Gomez, Cardi B, and Alexa Demie, the footprint of Latina culture on the beauty landscape is unmistakable. Economically, that influence is equally undeniable. Latinos make up 20% of the United States population, and their purchasing power is so substantial that, if measured as an independent country, it would rank among the world’s top four largest Gross Domestic Products.
Yet, for all this cultural resonance and raw economic power, historical systemic barriers have meant that this influence has rarely translated into equitable revenue, shelf space, or long-term financial success for independent Latina entrepreneurs.
Now, a dedicated new e-commerce hub is stepping in to bridge that gap. On October 6, Latinas In Beauty—a nonprofit organization dedicated to advancing equity, representation, and professional opportunities for Latinas across the cosmetics and personal care sectors—officially launched L-Beauty. Conceived as a centralized, founder-first digital destination, the platform is designed to completely transform how Latina-owned and -founded beauty brands are discovered, experienced, and purchased by modern consumers.
The disparity between consumer enthusiasm and actual market revenue remains one of the most pressing challenges for emerging diverse founders. According to market research firm Circana, 70% of Generation Z Latinas and 60% of Millennial Latinas actively express a desire to purchase beauty products from Latina-owned or -founded brands. Yet, despite this overwhelming consumer intent, these independent brands account for a mere 2% to 6% of total spending by Latinas across major categories, including prestige fragrance, skincare, makeup, and hair care.
Put another way, for every roughly $100 that Latinas spend on prestige beauty products, Latina-owned brands receive only about $2 to $6.
Emily Perez, the founder and president of Latinas In Beauty, points to visibility and infrastructure as the missing links that have kept these promising companies from capturing the market share they deserve.
"What excites me most is how L-Beauty will change the way our brands, our stories, and our people are seen," Emily Perez tells HipLatina. "For so long, we’ve talked about how our community is influencing beauty, driving growth, and building new brands. Now we have one destination to show it to our community, to shoppers, and to the industry. And I hope that visibility inspires the next generation to build in beauty, too."
Perez originally established Latinas In Beauty after witnessing firsthand the immense talent, creative innovation, and relentless ambition surging throughout the Latina community, which consistently ran up against a persistent lack of access to institutional capital, distribution networks, and foundational business infrastructure. To directly address the disconnect between strong consumer demand and actual brand discoverability, L-Beauty brings together dedicated virtual storefronts, intimate founder-first storytelling, rich editorial content, and curated commerce under one cohesive digital roof.
Crucially, the platform provides rising entrepreneurs with the high-profile visibility needed to stand shoulder-to-shoulder with established household names in the competitive beauty market. When shoppers visit the new digital hub, they will find an impressive roster of products spanning multiple categories. The makeup selection features reliable staples from Rea Ann Silva’s cult-favorite brand Beautyblender, alongside Shades by Shan, Rokael, and the viral, innovative plastic-free line Aora Makeup.
In the skincare category, the platform highlights powerhouses such as influencer Desi Perkins’ DEZI Skin, Gente Beauty, and Camino Beauty. Hair care innovations are prominently represented by Ocoa Beauty, Lasio, and pop superstar Shakira’s newly launched brand, Isima. Additionally, the marketplace incorporates culture-forward lifestyle and luxury brands like Nopalera, Sarelly, Ortega by Ettienne, and Valdé Beauty. Industry heavyweights such as Tata Harper and Julissa Prado’s popular brand Rizos Curls are also slated to join the digital ecosystem soon.
For founders who have navigated the notoriously difficult beauty landscape independently, the collaborative nature of the platform offers a powerful new vehicle for growth.
"The Latina consumer is already a powerful force in beauty, and the opportunity ahead is significant," said Desi Perkins, founder of DEZI SKIN, in an official press release regarding the launch. "L-Beauty creates a destination where consumers can discover the brands shaping the category and where those brands can come together to build something much bigger than any one company. I’m excited to be part of that."
This collective power goes far beyond cultural cachet; it is thoroughly backed by hard market data. Today’s consumers are increasingly vocal about demanding genuine representation when they shop, and beauty brands that authentically reflect their customer base are consistently outpacing the broader market. Latina-founded companies that prioritize inclusivity and representation—such as Rare Beauty, Ceremonia, and Ocoa Beauty—are currently growing at a rate 1.8 times faster than less inclusive competitors, according to findings from the 2026 SeeMe Index. For leadership at Latinas In Beauty, championing this inclusive future is central to the core mission of the new initiative.
Following its initial online debut on October 6, L-Beauty wasted no time making its physical presence known, appearing in person at the Velocity Conference held at The Ritz-Carlton in Los Angeles from October 7 to 9. Looking toward the future, Latinas In Beauty aims to solidify its position as the definitive ecosystem for Latina-founded beauty brands, providing founders with the essential visibility and resources required to scale their operations while offering shoppers a convenient, one-stop destination to directly invest in their own community.
Reflecting on the broader mission of the nonprofit and the long-term impact of the new e-commerce platform, Perez emphasizes that the initiative is ultimately about empowerment, ownership, and equity.
"I want Latinas to walk away knowing that this platform was built for us. It’s a place where we can see ourselves and feel proud of what we’re creating," Perez says. "Together, our influence and purchasing power can move this industry, and when we use them to discover and support Latin-owned and -founded brands, we make a meaningful impact. At Latinas In Beauty, our mission has always been to open doors for Latinas in this industry, and L-Beauty is one more way we’re turning our influence into ownership and opportunity."
