A growing number of Latinas are transforming how they think about beauty. While past generations often emphasized full makeup and “always looking put together,” new research shows that younger Latinas are focusing on something deeper: healthy, glowing skin.
According to the Hispanic Marketing Council’s new study powered by Neutrogena, Belleza Latina: Uncovering What’s Shaping U.S. Hispanic Beauty & Skincare, nine out of ten Latinas between 18 and 34 say that having clear, healthy skin is extremely important. This represents a generational shift: instead of seeing makeup as the centerpiece of beauty, many now view skincare as the foundation. Board certified dermatologist Dr. Bertha Baum and actress Fefi Oliveira shared the study with beauty editors in Miami.
This is such a huge change. As a Latina, I associated beauty with heavy eye makeup, impossibly long lashes and a “more is more” approach. For years I never left my house without a full face unless I was ready to welcome sarcastic comments from my dad and aunts.
As I stepped into my 40’s and 50’s, I’ve learned to wear less makeup and focus more on glowy skin because it is so much more flattering and even liberating. It is so encouraging to see younger Latinas embracing a less is more approach!
A minimalistic approach to makeup has been easier and more flattering
(Hispana Global)
From “Producida” to Natural Confidence
The study highlights how beauty ideals have evolved. About 62% of Latinas say they prefer a natural look, while only 13% favor a more dramatic, high-glam style. Even more striking, 72% report that they often leave home without wearing any makeup, something that would have been uncommon in previous decades.
This move toward minimalism reflects a broader cultural change. Many younger Latinas are choosing comfort, self-expression, and skin health over perfection.
It’s a quiet rejection of the pressure to always appear “producida” or produced, a term that for years symbolized being fully made up and camera-ready. For many millennial and Gen X Latinas, our abuelitas taught us “más vale muerta que sencilla” which loosely translated to better dead than basic, and pressured us to go out in a full face of makeup more appropriate for a telenovela (soap opera) than the supermarket.
Redefining Rituals: Skin at the Center
While makeup is still part of many routines, it plays a different role now. Instead of covering flaws, it’s used to highlight natural features. 76% of Latinas say their makeup focuses mainly on brows, lashes, and lips — what the study calls the traditional “Latina beauty trinity.” Heavy foundation and contouring are being replaced by lighter textures, tinted moisturizers, and natural finishes.
This change doesn’t mean Latinas are abandoning beauty rituals. They’re simply redefining them. For older Latinas, like myself, it’s a welcome change that has also led to more simplified skincare and makeup routines.
Balancing Heritage and Modern Science
Skincare practices today often bridge the wisdom of the past with modern innovation. The study found that 73% of Latinas use ingredients like aloe vera, coconut oil, or rosewater. These natural ingredients are staples passed down from mothers and grandmothers but in updated forms.
At the same time, dermatologist-tested and science-backed products remain among the top factors influencing purchasing decisions. For many Latinas, the ideal skincare routine honors both tradition and technology.
The Rise of “Skin Tribes”
Fefi Oliveira, Jeannette Kaplun and Dr. Bertha Baum exchanged skincare secrets
(Hispana Global)
Another trend identified in the study is the emergence of “skin tribes” or communities where Latinas connect over shared experiences related to skin tone, texture, and culture. These groups, often formed online, have become safe spaces to discuss everything from hyperpigmentation and acne to the challenges of finding inclusive skincare shades.
In these conversations, authenticity matters more than perfection. Latinas are learning from each other, celebrating their natural beauty, and encouraging confidence beyond filters and full coverage.
Social media is probably a huge factor. Tiktokers share their skincare journeys, whether they are battling rosacea, acne or uneven skin tone.
A Top Dermatologist’s Skincare Recommendations
Dr. Bertha Baum has patients of all ages in her Miami, Florida practice. Many models, actresses and TV hosts also are her patients, so she has seen the shift toward radiant, glowy skin even in women used to wearing heavy makeup. Her advice is to focus on quality ingredients like hyaluronic acid and vitamin C, rather than overdoing it by trying to follow a complicated 20 step routine.
This is the basic skincare routine all women should follow:
At night, swap the SPF for a more hydrating treatment if you wish.
What This Shift Means
The shift toward skincare-first beauty isn’t just about products, it’s about priorities. It shows how cultural identity, health awareness, and representation intersect in modern Latina life.
By embracing their natural skin and redefining beauty standards, Latinas are helping reshape what confidence looks like, one self-care ritual at a time, while relying less on stereotypes of the past. Are you surprised by this trend?
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