Understand the Hispanic beauty consumer and respond to Hispanic consumers’ preferences effectively today with this report. Below, we’ve summarized the key topics analyzed and offer handpicked insights from the report.

Key Topics Analyzed

  • Motivators for at-home and salon BPC treatments.
  • Factors considered when purchasing BPC products.
  • Attitudes toward at-home BPC.
  • Market opportunities to meet discussed consumer needs.

Hispanic Definition

“Hispanic” entails anyone who originates from a Spanish-speaking country, and “Latino” denotes individuals who have origins in a Latin American country, regardless of whether it is a Spanish-speaking country. This Report covers both Hispanic and Latino consumers, and the term is used interchangeably throughout to reflect the diversity of this demographic.

Similar to the US Census, Mintel defines Hispanic consumers as those who report being of Hispanic or Latino origin or descent, such as Latin American, Mexican, Puerto Rican or Cuban.

Hispanic Consumer Overview

Treating Hispanics in a sweeping way, and ignoring the cultural nuances, can be harmful to brands. As covered in Mintel’s DE&I 2022 Market Report, America is becoming more diverse with each new generation. This creates new audiences that expect authentic representation from brands, in the workplace, in entertainment, and in branding. Below, we explore some of the beauty and personal care (BPC) trends among Hispanic consumers.

Hispanic BPC Consumer Trends

  • Hispanic consumers prefer at-home BPC treatments. Difficulties in finding the right beauty products are creating barriers for Hispanic consumers. The result is that often, these consumers ditch products altogether, as DIY methods continue to rise. BPC brands therefore have the opportunity to empower Hispanic consumers through knowledge and quality tools.
  • “Natural” drives engagement: Hispanic consumers continue to look for natural claims in products, as 42% consider Natural Ingredients as the #3 top factor when deciding on which BPC products to buy. This may speak to environmental concerns and sensitivity to formulations.
  • Different segments have different motivations: While women are highly engaged with at–home offerings to economize their budget, men are 12% less so. Instead, fathers seek at-home treatments that help them relax. Speaking to different Hispanic consumer segments will be pivotal to resonate.

To fully discover ways for brands to answer Hispanic consumers’ beauty concerns and product preferences, buy the full report today. Alternatively, you may be interested in our other Hispanic Consumer Reports.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

This report, written by Stefanie Kundakjian, a leading multicultural insight analyst, delivers in-depth commentary on the US BPC market and how Hispanic consumers are responding to it.

Hispanic consumers are highly engaged in at-home beauty and personal care treatments and resort to going to a salon when they lack the skills to get good results. Overall, at-home BPC brands attract consumers because of their price point, but specific segments are motivated by different variables, including ease of use, brand familiarity, natural ingredients, and scent. There’s room to address Hispanic consumers’ unmet needs, particularly as there’s a desire to gain more knowledge and purchase tools that are conducive to salon-grade results.

Stefanie Kundakjian, Research Analyst


Stefanie Kundakjian
Multicultural Consumer Insights Analyst, Hispanic Focus

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • At-home BPC brands possess a distinct advantage over salons
                    • Figure 1: Beauty services performed at home and professionally, 2023
                  • Linking stress relief and mental wellbeing to BPC products will capture attention
                    • Figure 2: At-home beauty and personal care treatment motivations, 2023
                  • A desire to prolong results from salon visits opens the door for salon-grade products
                    • Figure 3: Professional beauty and personal care treatment motivations, 2023
                  • Opportunities
                    • There’s room to expand consumer’s confidence in their at-home BPC routines
                      • Figure 4: At-home BPC skills and knowledge attitudes (agree), 2023
                    • Foster brand familiarity with Hispanic consumers by speaking directly to this tapping into nostalgia
                    • Hispanic Consumers by the Numbers

                        • Hispanic are a vastly diverse demographic
                            • Figure 5: hip_latina Instagram post, 2023
                          • A young and growing population
                            • Figure 6: US population, by race and Hispanic origin, 2016-26
                            • Figure 7: Hispanic share of US population, by age, 2021
                        • Market Factors

                          • Significant buying power despite lower incomes
                            • Figure 8: Median household income, by race and Hispanic origin of householder, 2020
                          • Modest growth foreseen for the beauty and personal care industry in the upcoming years
                            • Increasing inflation, economic instability impacts consumer confidence
                              • Figure 9: Consumer Price Index change from previous period, 2007-2023
                          • Competitive Strategies and Market Opportunities

                              • Meeting consumer needs through the lens of the Value Trend Driver
                                • Gold Bond: Helping consumers streamline routines through multi-use products
                                  • Figure 10: Gold Bond Instagram post, 2023
                                • Meeting consumer needs through the lens of the Wellness Trend Driver
                                  • Lean into mental wellness benefits through cross-category collaborations and community presence
                                    • Figure 11: Shop Latinx Instagram post, 2023
                                • The Hispanic BPC Consumer – Fast Facts

                                  • At-Home and Professional Beauty and Personal Care Treatments

                                    • At-home BPC treatments are more popular than going to the salon
                                      • Figure 12: Beauty services performed at home and professionally, 2023
                                      • Figure 13: At-home beauty and personal care skills and knowledge attitudes (agree), 2023
                                    • Help Hispanic men elevate their at-home hair and oral care
                                      • Figure 14: At Beauty services performed at home , by gender, 2023
                                      • Figure 15: Beauty services performed at home: hair cut and teeth whitening, by men by age, 2023
                                    • Help elevate men’s teeth care, especially teeth whitening
                                      • Figure 16: Sunna Smile Instagram post, 2022
                                    • Understand women’s diverse at-home BPC treatments to resonate with diverse age segments
                                      • Lean into home hair coloring’s convenience and value propositions with women aged 45 or older
                                        • Figure 17: Beauty services performed at home, by women by age, 2023
                                      • Language at home
                                        • Figure 18: BPC treats done at home in the past 12 months: hair cut and hair styling, by preferred language 2023
                                        • Figure 19: Bomba Curls, 2023
                                    • At-Home Beauty and Personal Care Motivations

                                      • Opportunity to entrench at-home services by leaning in on price, convenience, and enjoyment
                                        • Figure 20: At-home beauty and personal care treatment motivations, 2023
                                        • Figure 21: Fenty Beauty by Rhianna TikTok Filter, 2022
                                      • Saving money through at-home treatments is imperative for women, but ease of use and brand recognition drives engagement
                                        • Figure 22: At-home beauty and personal care treatment motivations, by gender 2023
                                      • Fathers seek at-home treatments to save money as well as to relax
                                        • Figure 23: At-home beauty and personal care treatment motivations, by men and parental status, 2023
                                      • Leverage at-home treatments’ connection to relaxation to attract men, particularly fathers
                                        • Figure 24: Harry’s Instagram post, 2023
                                      • Convenience is key for Young and English-speakers
                                        • Figure 25: At-home beauty and personal care treatment motivations, by language preference, 2023
                                    • Motivations for Professional Beauty and Personal Care Treatments

                                      • Lean in on the quality of the service and uplift the experience
                                        • Figure 26: Professional beauty and personal care treatment motivations, 2023
                                        • Figure 27: Miss Rizos Instagram post, 2023
                                      • Address the mental wellness needs of women by assisting consumers in pampering themselves
                                        • Figure 28: Professional beauty and personal care treatment motivations, by gender, 2023
                                      • Enhance access and promote wellness to retain and draw more Hispanic women
                                        • Figure 29: Ditch the Label Instagram post, 2023
                                      • Men are motivated by convenience, but issues of diversity may be at play as well
                                        • Figure 30: Professional beauty and personal care treatment motivations, by gender, 2023
                                    • Factors Considered When Buying BPC Products

                                      • Ease of use, brand familiarity, natural ingredients, and scent are important considerations in the purchase journey
                                        • Figure 31: Top factors considered when buying BPC products, 2023
                                      • Speak to consumers’ busy schedules by catering to ease of use
                                        • Figure 32: Davids Natural Toothpaste Instagram post, 2023
                                      • Foster familiarity as a money saving mechanism
                                        • Embrace nostalgia to appeal to older Hispanic consumers
                                          • Figure 33: Factors considered in BPC purchases – familiar brand, by age, 20232023
                                        • Easy to understand and recognizable natural ingredients in formulation speaks to the demand for sensitive skin claims and safety
                                          • Figure 34: Preferred brand characteristics, 2023
                                        • Use scent as a differentiating factor in a crowded market
                                          • Language determines sentiment regarding brand familiarity, natural ingredients, and scent
                                            • Figure 35: Factors considered in BPC purchases, 2023
                                          • Natural ingredient is highly important to Spanish speakers possibly due to sustainability implications
                                            • Predominantly English-speaking Hispanic consumers are motivated by scent
                                            • Attitudes towards At-Home Beauty and Personal Care

                                              • Empower routines by nurturing confidence and skills in at-home beauty and personal care
                                                • Figure 36: At-home BPC skills and knowledge attitudes (agree), 2023
                                                • Figure 37: Miss Rizos Instagram post, 2023
                                              • Seizing opportunities in quality tools, cost savings, and salon services
                                                • Figure 38: Melina Vega Instagram post, 2023
                                              • Empower consumers with improved skills that help them save money, with room to expand reach with men
                                                • Figure 39: Attitudes and behaviors towards investing in tools to improve at-home treatments, by gender and age 2023
                                              • Foster authenticity by promoting realistic beauty standards on social media
                                                • Figure 40: “Social media makes me feel pressure to look a certain way” (Agree), by women 18-34 vs men 18-34, 2023
                                              • Parents are more likely to be turning to social media to learn about products, but this is a source of pressure
                                                • Figure 41: Social media usage to learn about beauty and personal care (Any social media), by parental status, 2023
                                                • Figure 42: Attitudes toward improving at-home BPC skills and buying tools to improve at-home results, by parental status 2023
                                            • Appendix – Data Sources and Abbreviations

                                              • Data sources
                                                • Consumer survey data
                                                  • Abbreviations and terms

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