Date of Completion

5-12-2026

Degree Type

Honors Thesis

Discipline

Chicana/o Studies (CHST)

First Advisor

Juan Mah y Busch

Second Advisor

Sandibel Borges

Third Advisor

Priscilla Leiva

Abstract

This project aims to name and contextualize the evolving notions of beauty for Latinas in the United States presented by Latina-owned, makeup cosmetic brands. Contrary to culturally-imposed dominant constructions of “Latina Beauty,” this project examines how Latina-owned, makeup brands are negotiating dominant constructions of “Latina Beauty.” By examining the notions of beauty for Latinas, we can understand the parameters of beauty within which Latina-owned, marketing exists. Beyond desirability, these beauty parameters signal the social positionality of Latinas, the physical and behavioral expectations imposed onto Latinas, and the conditions under which Latinas are valued. This work combines digital ethnography and critical discourse analysis. I find it useful to bring ethnic studies and visual content lenses to scholar Debra Merskin’s work. This project focuses on Latina-owned, makeup brands’ products and advertisements to examine the dominant construction of “Latina Beauty.” An analysis of Latina-owned, makeup brands’ product names and advertisement campaigns reveal a shift away from traditional notions of “Latina Beauty,” featuring diversity in models and cultural signifiers. As a result, Latina-owned, makeup brands contribute to the expansion and reconstruction of “Latina Beauty.” Investing in more expansive and all-embracing representations of Latinas, going beyond traditional notions of “Latina Beauty,” is essential to reconfiguring the conditions under which Latinas are valued.

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