Bad Bunny’s performance at the 2026 Super Bowl wasn’t just a halftime show — it was a declaration of the power of Latin culture that is reverberating across categories, including beauty. The numbers tell the story: the U.S. Hispanic population has grown since 1970 and shows no signs of slowing. Currently Hispanics are 20 percent of the population, and more than 25 percent of Gens Z and Alpha. Their impact on beauty is already being felt, with Circana reporting the Hispanic spend on beauty to be $23 billion. Related Articles To better understand what’s driving this opportunity and how brands and retailers can harness it, Circana and Beauty Inc teamed up for exclusive research for the 2026 WWD Beauty CEO Summit. Circana polled 2.469 female beauty shoppers, 432 of whom identify as Hispanic.…