Latina Makeup Leads in Cosmetics Developments

Per the beauty analysts at Spate, the fastest-growing makeup trends are Latina makeup and monolid eyeliner.

Latina Makeup

Latina makeup is experiencing an average of 26.8K monthly searches, with a +264.0% growth in searches compared to last year. Consumers are searching for “Copy and paste Latina makeup” — a TikTok trend that describes Latinas who wear full glam and have long, straight dark hair like Becky G. While some commenters call this “basic,” many people prefer this look and are posting tutorials on how to achieve this glam makeup style. The growth indicates a market for the celebration of cultural identity and an opportunity for brands to develop products catered to Latina women, analysts say.

Monolid Eyeliner

Monolid eyeliner is experiencing an average of 2.5K monthly searches and a +88.4% growth in searches compared to last year. While creating monolid-specific eyeliner is a branding opportunity, there is also an opportunity for brands to showcase how their eyeliner can be used on monolid eyes, providing an answer to searches such as how to do eyeliner for monolids and monolid eyeliner tutorial, Spate says. Searches like “best eyeliner for Asian eyes monolid” and “Asian monolid eyeliner” show that this trend affects a certain demographic, highlighting a growing need for more inclusivity in the makeup industry.

When it comes to the innovation process and communication strategy, Spate is giving brands the green light to answer the siren call.