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Tapping the Hispanic Beauty Consumer

While some U.S. shoppers have decreased purchases of cosmetics, hair care, personal care appliances and shaving products, Hispanic Shoppers have actually grown purchases year-over-year, accounting for 16% of hair care, and 13% of cosmetic sales.

Research firms have predicted growth opportunities in this demographic for anti-aging, men’s and baby products. Older Hispanics are more likely to be interested in skin care, while younger consumers are swayed by samples and celebrity endorsements.

“Latinos are trendsetters, whose personal style is their unique calling card."

Hispanic men and women are over-indexing for beauty purchases, with U.S.- born consumers outpacing foreign-born counterparts, with spending rising alongside higher incomes.