Hispanic women are said to have become the fastest growing and highest spending market within the US cosmetics market, with 13 percent of the $62 billion spent on products coming from female Latin American consumers.

Indeed, such as is their loyalty to brands and love for social media, they’re said to spend double what American women will on beauty products, according to a study by the Univision network and Vital Findingsand, and as such brands are starting to take notice.

While Neutrogena hired two Mexican soap stars, Eiza Gonzalez and Sandra Echeverria, to become the face for the Hispanic market, Cover Girl has also got in on the action and hired TV star Sofia Vergara, while Jennifer Lopez has created a lipstick and nail polish line for L’Oréal

Meanwhile MAC is set to create a dedicated Hispanic line in October, which is inspired by Tejano musician Selena Quintanilla.