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Brief Published: 28 Jul 2021

Beauty Continues the Push for Latinx Representation

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Vamigas

As we explore in our recent Macro report Diversity for a New Decade: Lens on America’s Latinx Consumers, today’s Latinx cohort feel excluded and poorly represented in the mainstream, including the beauty industry. Addressing this, new Latin American skincare brand Vamigas is pushing for Latinx representation through the power of ancestral ingredients.   

The new ‘clean’ skincare line, of Chilean and Mexican heritage, invites Latinx consumers into the wellness conversation by targeting skin conditions they are prone to, such as pseudofolliculitis barbae (an inflammatory reaction caused by ingrown hairs). Hispanic consumers spent 13% more than the average consumer on beauty and personal care in 2020 (NielsenIQ, 2021), highlighting the demand for beauty products catering to Latinx needs.

“No major health and wellness brands speak to us and our unique skin concerns, like hyperpigmentation, skin tone and more. We have yet to see ads on clean brands that portray us,” co-founders Christina Kelmon and Ann Dunning comment on the website.  “Health and wellness is not just for white American women, and Latinas are multidimensional and multifaceted human beings. This is where we begin to decolonise our skincare routine”.

Vamigas features the first-ever face oil, Luz De Sur ($34/£25), to use eight botanical ingredients originating from Latin America, including soothing prickly pear, inflammation-reducing papaya and moisturising jojoba. It calls out big brands that are using ingredients sourced from Central and South America yet excluding the Latinx community from their offerings. Each product celebrates the ancestral roots of featured plants and herbs, taking inspiration from skincare recipes that were passed down through generations, acknowledging that your ancestors’ origins have a clear biological influence on the type of skin that you have.

See Insta Round-Ups: Beauty’s Latinx Culture Mavericks and The Brief for more on how the Latinx cohort is driving diverse representation.

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