South Asian Women Are Doing “Latina Makeup” — & the Trend Is Going Viral
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Latina beauty is going cross-cultural, with a new beauty trend taking over South Asian TikTok. Content creators are sharing their beauty transformations using Latina makeup looks that deviate from traditional South Asian or “Brown Girl” makeup trends, and embracing a bold and glam Latina makeup look.
In the makeup transition videos, content creators transition from a natural, bare faced look, to a total transformation that includes winged eyeliner with long lashes, strong, shaped brows, and a high contrast lip liner across a matte foundation base.
Content creator, Vilina (@vilcreates) embraced the trend based on her observation of the internet’s version of Latina makeup, which she says “is a full coverage matte look, with focus on a flawless base and bright under-eye, barely any blush, a sharp winged liner, false lashes and full lips with brown lip liner.”
These Latina makeup look characteristics are distinctly different from South Asian makeup, which Vilina describes as “more of a natural glowy base with all the focus on dark kohl lined eyes with shimmer/ glitter, lots of blush and glossy pink lips.”
Vilina goes on to post a follow-up video, where she shares a tutorial on the Latina makeup look. She shares the products used in her popular video, including “the blackest liquid eyeliner and fullest pair of lashes I owned.”
It’s important to note that there is no officially defined “latina makeup look” and that this style of makeup originated in Latine and Black communities in the 90s and evolved in the early 2000’s. What sets this new South Asian trend apart from other trends like the viral “brownie glazed lips” trend is that this is a global interpretation grounded in appreciation and not appropriation.
Content creator @dhivya.sriidhivya sri addressed this topic in her video’s caption: “also a reminder-there’s no such thing as one latina makeup look! latinas come from so many different cultures & backgrounds, and their beauty styles are super diverse! using that term can kind of generalize such a rich variety of trends and traditions. let’s focus on the unique features of this trendy style that make this look special-like bold lips, matte base & big lashes!”
