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Latina Entrepreneurs Are Forcing Beauty Giants to Pay Attention

Hispanics are increasingly driving and shaping the personal care industry as consumers and business owners. Big brands are scrambling to catch up.

RF makeup LARGE LEDE
Photographer: Pollyana Ventura/iStockphoto/Getty Images

Almost nine years ago, Jessica Torres launched a style blog to help build her resume as an aspiring fashion journalist. A self-described plus-sized Latina from the Bronx, she didn’t see herself reflected among staffers at the magazine where she interned. She eventually came to the conclusion that the path to success would require striking out on her own.  

Today, Torres has 138,000 Instagram followers. Instead of writing stories, she’s paid by the likes of Sephora and Ugg to promote their products, raking in as much as $25,000 for posts and projects on behalf of some brands. But Torres isn’t your typical online influencer: she’s part of a wave of Latinas looking to expand their online footprint and boost corporate respect for one of the largest U.S. consumer demographics.