Orgullosa's New Campaign Challenges Misconceptions About Latina Beauty

Latinas aren’t a monolith; they’re diverse in appearances, experiences, beliefs and cultures. A new initiative from Procter & Gamble’s Orgullosa community wants to ensure everyone understands that.

Orgullosa launched its #WeAreOrgullosa campaign on Tuesday in an effort to debunk common misconceptions about Latinas.

The multi-pronged initiative features personal stories from diverse Latinas regarding beauty, culture and identity.

“Growing up, I tried to look more Latina, and what that meant, like, I straightened my hair, put hair extensions to make it longer,” an Afro-Latina named Georgina Morillo shares in one of the campaign’s videos . “I wore three foundations that were three tones lighter than me.”

Morillo explains how learning about her roots ultimately helped her understand that, “hey, [Latinas] come in black, they come in white, they come in all different colors, all different skin complexions.”

To help drive that point home, the campaign includes an exclusive lookbook featuring P&G products, and free downloadable photos of real, diverse Latinas.

“Our program’s long-standing relationship and commitment to accurately portray Latinas starts with understanding their aspirations and motivations,” Brand Manager for Orgullosa, Courtney Tomljanovic, said in a statement. “We have created and fostered a one-of-a-kind forum for Latinas to share and discuss the proud journey of being a Latina in the U.S.” 

You can join the conversation on social media using #WeAreOrgullosa. 

Head over to Orgullosa.com to learn more about the initiative.