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Would people have been mad if Kylie had used French or Italian to name her product?
Design by Ingrid Frahm/Getty Images
(A spokesperson for Kylie Cosmetics declined to comment for this story.)
“For decades Latinos have experienced discrimination on account of skin color, culture, and language.
That doesn’t work.
And Kylie’s not the only one doing it.
Higuera is the general manager of Urban Decay, founded by Wende Zomnir and owned by L’Orealsince 2012.
(a play on Harajuku) to name just a few.
“For the destination collections, the brand collaborated with local artists and influencers,” Crnkovich says.
“It’s imperative to remember how loaded a Spanish name on a beauty product can be.
The specific cultural ties between our community and our beauty rituals and styles are sacred.”
But there are better ways for companies to be a part of this growth and these communities.
One is to partner with existing brands owned by Latinx people.
For example, Disney Studios recently partnered with Alamar Cosmetics for the launch of the filmEncanto.
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