Pure Beauty

Cosmetics Business Trends: How Latinx beauty is moving mainstream

By Jo Allen | Published: 4-Feb-2022

Latinx beauty is gaining ground as a wave of entrepreneurs establish brands that target specific needs, celebrate local culture and tackle underrepresentation in the industry

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This article was originally published in the February issue of Cosmetics Business Trend Report

Cosmetics Business Trends: How Latinx beauty is moving mainstream

K-beauty has inspired dozens of other country-branded beauty movements to emerge and gain popularity on the global beauty landscape.

But the 'beauty hotspot' trend signals much wider shifts within the industry: the need to radically expand beauty ideals and improve representation for underserved consumers in a way that resonates with them; and the rise of patriotism due to economic uncertainty.

This first insight in February's 'beauty hotspot' trend series explores how, following a decades-long lack of representation, Latin American beauty – also called Latinx or L-beauty – is now coming into its own.

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