Move Over 'Glass Skin': 'Latina Glow' Is the New Beauty Standard - RESEARCH

MIAMI — The "glass skin" trend may have dominated global beauty for years, but a new study by the Hispanic Marketing Council, powered by Neutrogena, shows that Latina women in the United States are quietly setting a new standard. Known as the "Latina glow," this beauty movement is built on authenticity, cultural heritage, and skincare rituals that mix family traditions with modern innovation.

According to U.S. Census Bureau data, Latinas represent more than 20 percent of the nation's female population and are one of the fastest-growing consumer groups in the country. Their economic power continues to expand, with purchasing power surpassing $3.4 trillion in 2024, according to the Latino Donor Collaborative. That financial strength is clearly visible in the beauty sector.

A recent NielsenIQ report reveals that Hispanic consumers account for over 16 percent of total beauty spending in the United States, despite making up just over 14 percent of the population. Latinas also spend 19 percent more on beauty products each year than non-Hispanic women and make more frequent shopping trips, particularly for skincare, haircare, and cosmetics.

"The Latina consumer is not only driving sales. She is shaping what beauty looks like in America," said a spokesperson from Neutrogena.

The Rise of the "Latina Glow"

Neutrogena's collaboration with the Hispanic Marketing Council found that young Latinas are redefining beauty by embracing skincare as self-care and self-expression. The Belleza Latina: What's Shaping U.S. Hispanic Beauty & Skincare study highlights that nine in ten Latinas between 18 and 34 say having clear, healthy skin is essential to their confidence.

For many, skincare routines are passed down through generations. Ingredients like aloe, coconut oil, and rosewater, once mixed by abuelas at home, now appear in store-bought formulations from global brands. As one Miami participant told researchers, "Skincare isn't optional. It's how I take care of myself."

The new "Latina glow" combines the radiance of modern skincare with the warmth and individuality of Latin heritage. It favors luminous, healthy skin over perfection, celebrating diversity in tone, texture, and age.

Cultural Pride Meets Market Power

This cultural shift carries major implications for the beauty industry. Latina consumers value authenticity and want to see products that reflect real people with real skin. Nearly 60 percent of participants in the Neutrogena and Hispanic Marketing Council study said that brands must represent all people of color genuinely, not just in advertising but in formulation and research.

Latinas are also highly social shoppers. Eighty-seven percent said they prefer to buy beauty products with family or friends, and three in four said they often teach older relatives about modern skincare practices. This dynamic makes Latina consumers powerful advocates and educators within their communities.

From Trend to Standard

While the Korean-inspired "glass skin" ideal focuses on flawless smoothness, the "Latina glow" celebrates vitality, personality, and connection. It reflects a cultural mindset that beauty should feel attainable, emotional, and rooted in identity.

Brands are beginning to notice. Industry analysts predict that by 2030, Latinas will account for one in every five beauty purchases made in the United States. For companies like Neutrogena, understanding this market is not only a business opportunity but a cultural necessity.

As the Hispanic Marketing Council summarized in its findings, "Latinas are not following beauty trends. They are creating them."

The message is clear: Move over glass skin. The future of beauty in America shines with a Latina glow.