The Cultural Influence of Latinx Women in Beauty and Makeup

Written by Janette Beckner 

Photography by Elisa Peters & Ruby Morales 

Modeled by Natalia Cordero, Elisa Peters, Ruby Morales, & Janette Beckner

For a long time, Latinx women have had a large impact on beauty standards and trends, both in their communities and globally. Particularly in south Florida, we see that the beauty standard consists of Latinx women who appear White, light-eyed, and wealthy. Other Latinx women have been and continue to redefine beauty standards and trends in this area with their range of golden brown skin tones, high cheekbones, almond-shaped eyes, and long, dark hair. Their influence is seen in their vibrant, creative approaches to makeup and beauty, as well as the products and techniques they bring to the beauty industry and makeup community. 

For many Latinx women, makeup and beauty are rooted in cultural traditions. Natural ingredients like avocado, aloe vera, and honey are often used for skincare, reflecting a deep connection to the earth and family practices passed down through generations. This focus on natural beauty has gained popularity in mainstream skincare and wellness, typically influenced by Latinx women. For example, Adriana Ayales has helped popularize natural skincare and wellness through her brand, Anima Mundi, which uses whole, plant-based, ingredients for full-body nourishment.

Makeup for Latinx women is not just about enhancing appearance but is also a form of self-expression and empowerment. Bold looks like dramatic red lips and detailed eye makeup are popular within Latinx communities and have been widely adopted globally, particularly because of and through social media. Latinx beauty influencers like Becky G and Manny MUA have become major figures who are helping to redefine beauty trends and expand the reach of Latinx culture in this industry. Becky G, a famous Mexican-American singer and actress, has developed her beauty line after being a CoverGirl brand ambassador at the age of 16 — and working with ColourPop in the past — to now creating a space in the beauty industry that elevates voices and stories. Manny MUA, a gay identifying Latino man beauty influencer, who has also developed his own makeup line. He describes his makeup as bright colors that fill the world, embody his love for makeup, and promotes equality for everyone. Although he does identify as a man, he continues to play a large role in this industry while supporting the Latinx women who are paving the way by his side. 

Latinx women are also leading the charge for greater inclusivity in beauty. As a large, diverse group, they advocate for more diverse products such as foundations with wider ranges of skin tones and hair care for various textures. Specific advocacy methods used by Latinx women to promote diversity in makeup can often consist of product posts, product reviews, video ads, brand ambassadors, etc. For example, Melissa Barrera, a popular Mexican actress, has become Clinique’s first Latina brand ambassador. By embracing their natural beauty, whether through curly hair, darker skin tones, bold, or natural makeup, Latinx women are challenging selective beauty standards and promoting a more inclusive definition of beauty for their community.

Latinx women have been influential in reimagining modern beauty and blending cultural heritage with popular trends. Their influence continues to push for diversity, self-expression, and empowerment, ensuring their lasting impact on beauty and makeup.