As one of the fastest-growing and most engaged consumer segments in beauty, the U.S. Hispanic shopper is reshaping how brands think about packaging. According to a recent report from NielsenIQ (NIQ), “Unlocking Growth: The Power of the Hispanic Beauty Consumer,” Hispanic households make up 14.8% of beauty buyers, but contribute 18.9% of total beauty spend, which is a clear signal that packaging must evolve to meet their preferences. Hispanic consumers also have a higher percentage of sales in-store at 51% vs non-Hispanic consumers, at 46%.

This consumer values authenticity, cultural relevance, and sustainability. Packaging that reflects heritage – through color, language, or storytelling – can foster deeper emotional connections. Collaborations like Rare Beauty x Tajín, which featured culturally inspired packaging and community-driven messaging, exemplify how design can celebrate identity while driving engagement.

Sustainability is Also Key 

Sustainability is also key. NIQ data shows Hispanic consumers are more responsive to clean and eco-conscious claims than non-Hispanic shoppers. Growth in packaging labeled as “upcycled” or “sustainable” is significantly higher in Hispanic markets, with upcycled packaging claims growing +25.2% year-over-year. For packaging professionals, this means materials, labeling, and certifications must be front and center – not just functional, but meaningful.

Functionality matters, too. With Hispanic consumers making more beauty trips per year, 55.6 vs. 46.5 for non-Hispanic shoppers, packaging must be durable, portable, and easy to use across formats. Whether shopping in-store or online (where growth is accelerating), packaging must stand out visually and deliver a seamless experience.

In short, packaging for the Hispanic beauty consumer must go beyond aesthetics. It must tell a story, reflect values, and deliver on performance. For brands and packaging professionals, the opportunity is clear: design with intention, and you’ll earn loyalty from one of beauty’s most influential audiences.

About the Author

Throughout her 8 years at NielsenIQ, Katie Hazlett has worked with cross-functional teams to deliver actionable insights to clients across multiple categories. She is well-versed in analyzing data and uncovering insights in order to create a cohesive, comprehensive story. 

Photo: shutterstock/ Micro_wave