Latina Makeup Is Taking Over South Asia—A South Asian Creator Explains Why
Latina makeup is trending on the internet. (Yes, once again.) But this time, the interpretation is going global. South Asian women started a trend on TikTok, sharing glam transformations inspired by Latina full-coverage makeup. Now, women from around the world are reimagining and discovering the origin of this iconic beauty look.
But first things first, what’s the Latina makeup everybody is trying?
“Everyone I’ve seen that has attempted ‘Latina Makeup’ has been referring to one main picture. It shows a matte full coverage base with a heavy contour, accentuated brows, spikey lashes, and matte lips,” says beauty content creator Sharal Sathya.
The association between Latina women and elaborate makeup has been longstanding. Since as early as the ‘40s, the Latin American diaspora created distinctive beauty looks focused on defined eyes and lined lips. Over time, Chicana women popularized the famous Chola beauty, pushing brown lip liner to the mainstream during the ‘90s.
In the 2010s, Latina YouTube creators further explored trends like contouring and baking, introducing new techniques into Latinas’ beauty repertoire. Nowadays, what people on the internet recognize as “Latina makeup” is a product of different trends, inspirations, and techniques.
“Some beauty trends that I associate with Latina women would be the dark lip liner and lip gloss combo, the thin brows with matte eyeshadow and gold jewelry,” says Sathya. “I may be thinking about ‘Chicana makeup’ here.”
But Latina beauty is not a monolith
Sathya, however, recognizes that Latina beauty is not a monolith. “I do realize that ‘Latina makeup’ is not just one look,” she says. “[The word] ‘Latina/o’ in itself envelops so many beautiful women and men, so you can’t just slap one label on a look and call it that.” Correct.
“I mostly learned how to do my makeup from Latina and Black women back in the day by watching Desi Perkins, MonicaStyle Muse, and Iluvsarahii on YouTube,” the content creator adds. “They all do vastly different makeup looks and styles, so it would be hard to name one look as ‘Latina makeup.’”
As Sathya emphasizes, Latina makeup encompasses more than just full-glam beauty. In fact, Latinas, along with Black women, have been credited for laying the groundwork for the so-called “clean girl” aesthetic. So, it is safe to state that Latinas aren’t afraid to embrace the whole beauty spectrum, from minimal makeup and slicked-back hair to intricate makeup and hairstyles.
Now, why is Latina makeup trending among South Asian women?
“If we are just looking at the makeup, which is full coverage, matte, and having a dramatic lash, I think it suits South Asian women and our features,” explains Sharal.
The original inspiration, however, has been slightly modified to fit South Asian women’s natural traits and preferences. For example, when trying this TikTok trend, they opt out of thin brows, says Sharal. “My South Asian sisters do love and embrace their thick eyebrows and I don’t see them thinning them out anytime soon.”
What are the results?
As expected, this trend has produced iconic videos and transformations. While South Asian women kickstarted the current of videos flooding TikTok, now women from all ethnicities and nationalities are sharing their interpretations of Latina makeup. From Central Asia to Africa, women are embracing and appreciating one of the many sides of Latina beauty. Not to mention, they’re acknowledging its origins and steering clear from cultural appropriation.
Now, since sharing is caring, Sharal recommends some of her favorite beauty hacks and products rooted in South Asian culture for Latina women to try. “I would love Latina women to try hair oiling and scalp massages! It helps hair growth so much and it’s a nice way for self-care,” she says. “Also to try South Asian-inspired perfumes, I feel like Latinas would love the scents and depths of these perfumes.” Noted and added to our list of beauty tips to try in 2025.
