Select Target and Walmart stores are staking their claim in meeting the needs of its diverse customer base by bringing on board Conffianz, a line of skin care products specifically designed for Latinas.

The line, which includes three sku’s, is formulated for Latina skin, which is rich in melanin, the skin pigment that not only accounts for the range of skin tones shared by Latinas but the characteristic that can also cause skin discoloration, hyperpigmentation, or dark spots, known in Spanish as manchas. Studies have shown that Latinas disproportionately suffer from hyperpigmentation, with one study concluding that up to 80% of Latinas will experience manchas at some point in life.

“Latinas spend over $9 billion in the US beauty market, outspending the general population, and yet there was no brand speaking exclusively to this beauty conscious consumer,” said CEO Peter Snitzer. We wanted to change that, so we created a brand that solely focuses on the unique beauty needs of Latinas.”

 Launched in 2014 and most recently recognized as a Futurist Multicultural Brand to watch, Conffianz believes that Latinas are worth the investment. The brand’s name itself is derived from the Spanish words confianza and confidente.

“When developing our brand we really listened to Latinas,” said VP of Marketing, Pamela Lopez. “We found these women appreciated Spanglish messaging on our packaging and related to the Latina models in our advertising. Keeping this feedback top of mind was crucial at every point in our process.”

First launching in dermatologists’ offices then over Spanish-language television, the brand’s debut line, Clear & Confident, is now expanding into the mass retail market, entering high Hispanic density Target stores across the country in September and high Hispanic density Walmart stores in the first quarter of 2016.

The collection contains a powerful combination of ingredients, just below prescription strength for clinical-level results and includes a Skin Lightener Cream, a Purifying Facial Cleanser and a Facial Moisturizer with SPF 30.