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Brief Published: 6 Oct 2015

Hispanic Beauty: Social Influencers

Latin beauty and make-up vlogger Nicole Guerriero

In a monthly series of posts that develop our coverage of social media beauty influencers (see YouTube’s Beauty Advocates for more), we explore the key players in a number of growing consumer groups. This month, we look at the influencers driving growth in the Hispanic beauty market in the US.

Growth Opportunities

Seven key beauty categories such as cosmetics, haircare and shaving have seen a sizeable increase in Hispanic spend over the year, according to a 2014 study by American global research firm Nielsen of beauty spend in US households. This is despite an overall decline in beauty sales in these categories over the same period.

The Hispanic community in the US is an important target market for healthcare and beauty. The country’s total beauty market is estimated at $4.3bn, and Latinos – who represent about 17% of the US population – account for 13% of overall cosmetic spending. The study also documented their spending power in 2013 at $1.2 trillion, which is expected to rise to $1.6 trillion by 2018.

Shrewd brands and marketers are already tapping this growth opportunity. According to US-based advertising and marketing news source Ad Age’s 2015 Hispanic Fact Pack, the top 50 brands targeting the Hispanic market – including multinational consumer goods conglomerate Procter & Gamble – increased spending on it by 17.6% to $3.8bn in the first half of 2015.

Social Sells

Social media is the key engagement tool for brands. Siempre Mujer, the largest Spanish-language lifestyle magazine for Latinas in the US, released its Siempre Beauty III: Latinas and Social Media report in June 2015, which explores the role social media plays in beauty purchasing among Latinas.

Its findings reveal Latinas follow brands and bloggers more than celebrities to learn about cosmetics, fragrance, skincare and haircare, and more than 70% receive most of their beauty information through social media engagement. The younger demographic ranks even higher – 84% of Latina millennials consider social media the tool of choice to learn about today's latest beauty trends.

Key Influencers

Nicole Guerriero (2,330,757 YouTube subscribers): Beauty tutorials make up the majority of this self-taught Latin vlogger’s video portfolio, gaining her thousands of new followers every week. Her most requested videos are for wedding make-up looks. 

Dulce Tejada (2,011,161 YouTube subscribers): Tejada’s popular YouTube account DulceCandy features consistently in the top 10 of Latina beauty blog lists. Fashion and beauty how-tos, reviews and haul videos are key consumer draws.

Alba Ramos (610,627 YouTube subscribers): Latina bilingual beauty vlogger Alba Ramos, aka SunKissAlba, is one of the most popular Hispanic and Latina beauty influencers. Her content is geared towards a more natural approach to beauty, haircare and health.

Pat Hetlinger (48,900 Instagram followers): Pam Hetlinger is The Girl From Panama, a blog dedicated to the latest fashion trends, beauty tips and travel destinations. Since the blog launched in August 2014, Hetlinger has been featured as an influencer in The New York Times, Vogue Mexico, StyleCaster, Elle Spain and Glamour Magazine, among others.

For the first in this monthly series, offering further in-depth research like this for the mature consumer market, see Mature Magic: Beauty Influencers.

Social Media