The contoured finish adds depth and dimension
Latina Makeup is a new beauty trend taking over South Asian TikTok.
Young Desi women on TikTok are posting their beauty transformations using aspects of Latina makeup looks that deviate from traditional South Asian makeup trends.
Instead, they are embracing a bold and glam look.
Videos feature content creators with a bare-faced look.
These videos then transition 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 embraced the beauty 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”.
@vilcreates I simply had to hop on this one! Latina women are so beautiful and diverse but I hope I did justice to this particular #latinamakeup look?#browngirlmakeup ? original sound – ?
Latina makeup embraces bold, striking features to channel an unapologetically confident “baddie” vibe.
Characterised by sharp, well-defined eyebrows, dramatic eyes, full, luscious lips, and radiant, highlighted cheekbones, this style creates a powerful, sculpted appearance.
The contoured finish adds depth and dimension, while the overall look exudes a sultry, seductive allure reminiscent of classic femme fatale glamour.
But these characteristics are very different to traditional South Asian makeup looks.
Vilina describes it 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”.
In a follow-up video, Vilina shares a tutorial on how to create the Latina makeup look.
Products used included “the blackest liquid eyeliner and fullest pair of lashes I owned”.
And although the ‘Latina Makeup’ trend is taking over TikTok, there is no officially defined “Latina makeup look”.
This style of makeup originated in Latine and Black communities in the 1990s and evolved in the early 2000s.
But what sets this new South Asian beauty trend apart is that this is a global interpretation grounded in appreciation and not appropriation.
Beauty and makeup TikToker Dhivya Sri addressed the possibility that the trend could become problematic, writing:
“Also a reminder – there’s no such thing as one Latina makeup look! Latinas come from so many different cultures and backgrounds, and their beauty styles are super diverse!
“Using that term can kind of generalise 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 and big lashes!”
@dhivya.srii tamil girl ? latina makeup! Will be posting tutorial tomorrow!#latinamakeup #browngirl #makeuplook #browngirlmakeup ? original sound – ?
Latina beauty is a fearless celebration of self-expression – a call to step into your boldest, most unapologetic self.
In 2025, it’s ditching the “perfectly polished” look for a vibe that screams “beautiful chaos”.
For South Asian beauty enthusiasts, it’s a rebellious anthem that shatters conventional standards.
Whether you’re flaunting dramatic wedding makeup or layering on blush like you’re about to go out and party, this trend dares you to live loud: go big or go home.
This isn’t just a beauty movement—it’s a revolution of individuality, confidence, and the joy of being unapologetically extra.
So, grab that eyeliner, turn up the drama, and own every room you walk into.