As Latinas, we are frequently raised around beauty products and taking care of our physical appearance through practiced beauty routines. Being presentable at all times is something our mamis and abuelas drill into our brains, and a practice that has led to a noticeable difference in the amount of beauty products our community consumes in comparison to other demographics. On average, the Latinx community outspends any other group in buying beauty products by almost 30 percent according to a Nielsen report.


With our community investing so much into the beauty industry, where do influencers fall on this scale? The rise of beauty influencers has only led to an increase in spending across the entire market, but how many of those influencers are Latinas? According to the few influencer Latinas who are in the industry, not many. Massive underrepresentation can be attritubted due to agencies reclassifying non-white influencers as non-US marketers, leading to them to no not be promoted as often as white influencers.

So what can we do to combat this industry discrimination? Initiatives like Normalize Equality by G&B Digital Management, which works to provide guidance on how to effectively promote inclusivity as both a content creator and brand agency, is a great way to start. Another way is for companies in the industry to provide transparency on their brand’s commitment to diversity, as well as providing metrics to support their efforts as well as results. 

Influencers and content creators should also commit themselves to communicating with one another on what their earnings are. While the Latina Wage Gap continues to plague our community, simply talking to one another is a way to see if your talents are being appropriately valued in the spaces they exist in. Accounts like the Influencer Pay Gap are working to address this weirdly unaddressed space by providing a platform for people to discuss their experiences working with brands. Compensation is always the main subject, and helpful discussions are always available for those seeking to value their work. While not strictly focused on Latinas, it does provide a good basis for important conversations around compensation.

The only way for the Latinx community to have their buying power match their representation in the space is to demand companies pay us equitably, provide transparency about their practices, and for creators to stick to their guns in making the content audiences appreciate. Without us taking up space in the industry, we cannot change it for the better.

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