Gen Z Latinas and Beauty: The Impact of Culture, Tradition, and Social Media

Cultural Identity and Latina Beauty

For Gen Z Latinas, skincare and beauty routines are more than daily practices; they are expressions of pride, self-respect, and heritage. According to MRI-Simmons (2023), nearly 80% believe their heritage is a crucial part of their identity, and 44% make an effort to have their appearance reflect their cultural background.These values are often passed down by mothers and grandmothers, embedding a sense of cultural pride in beauty practices. However, in today’s digital age, social media has become an additional channel for learning and embracing these traditions, enabling younger Gen Z Latinas to merge historical beauty practices with modern trends.

The Modern Gen Z Latina

Gen Z as a whole is the most health-conscious generation to date. According to Nielsen IQ, this generation seeks products with clean ingredients, natural fragrances, and cruelty-free labels.With unprecedented access to information and scientific research, their beauty and skincare choices are more informed and evidence-based compared to previous generations.

Furthermore, 50% of Gen Z Latinas prefer products that are organic and free from harmful chemicals, showing a greater tendency to prioritize natural ingredients (MRI 2023).This indicates a valuable opportunity for brands to connect with Latina consumers by creating products that blend natural components with scientific innovation.

Gen Z Latinas carefully select products that align with their values, a behavior that significantly influences brand loyalty. According to MRI-Simmons, 6 in 10 tend to research products online before buying them(2023). The shift in priorities is also evident in the increased use of sunscreen among Gen Z Latinas, who are 20% more likely to use it regularly compared to their White Non-Hispanic peers. This marks a shift from traditional beauty norms that emphasized makeup, toward practices that prioritize skin health and protection.

Social Media: Key Drivers of Beauty Choices

Social media platforms play a significant role in shaping beauty decisions for Latina women. Notably, 43% of Gen Z Latinas report being likely to purchase products they see in social media ads.The authenticity and cultural relevance of content on these platforms create strong connections with Latina audiences.

This digital influence complements rather than replaces traditional beauty values. Modern beauty practices, such as the use of sunscreen and scientifically backed products, coexist with generational rituals like mud masks and honey treatments. Social media has become an essential resource for skincare and beauty inspiration, with 53% of Gen Z Latinas using it for makeup tips and trends(MRI-Simmons, 2023). Latina TikTok influencers like @HayesNicolle have embraced the viral “Get Ready With Me” (GRWM) trend, showcasing workday routines with makeup looks inspired by Latina culture. These videos highlight unique beauty traditions and styles, resonating with audiences who connect with the cultural influences behind each look.

In this video, @HayesNicollecan be seen doing her makeup before her 3 AM shift at Home Depot. In addition to using social media as a source for makeup tips and trends, more than half of GenZ Latinas (57%) also follow a strict skincare routine, influenced by content they engage with online. Today, Latinas are more invested in their appearance and skin health than ever, driven in part by social media’s reach.

Gen Z Latinas are profoundly influenced by social media in their daily lives. According to MRI (2024), one-third of Latinas express a desire to emulate the social media influencers they follow, while 42% actively seek fashion and beauty tips from these figures.This highlights a substantial opportunity for authentic engagement, as influencers who reflect shared cultural experiences and values can forge strong, genuine connections with Gen Z Latinas. By tapping into this cultural resonance, brands can effectively bridge the gap between modern trends and deep-rooted traditions.

In addition to Gen Z Latinas connecting with influencers and seeking fashion and beauty tips on social media, they are also enthusiastic about engaging with their favorite brands. Slightly more than half (53%) of Gen Z Latinas say they enjoy content posted by their preferred brands (MRI-Simmons). This enthusiasm highlights an opportunity for brands to build deeper relationships through content that resonates with their cultural identity and values.By sharing authentic stories, embracing Latina heritage, and addressing their specific beauty needs, brands can foster loyalty and create impactful connections with this influential audience.

Conclusion

The evolution of Latina beauty and skincare routines reflects a powerful blend of tradition, cultural pride, and modern influence. For Gen Z Latinas, beauty is more than appearance—it’s a statement of identity and self-respect, rooted in the legacy of their heritage and reinforced by the latest trends and scientific advancements. Brands that authentically engage with this audience by embracing their cultural narratives and valuing their unique perspectives will not only gain their loyalty but also create lasting, meaningful connections. The future of Latina beauty is vibrant, diverse, and deeply intertwined with both ancestral practices and innovative approaches, making it an exciting space for brands committed to genuine inclusivity and cultural appreciation.