LOS ANGELES — According to Forbes, one in five adult TikTok users is Hispanic, and it’s Latinas like Arely and Lupe who are thriving on the social media platform. Forty percent of surveyed Latina women see TikTok as their top platform for growth.

Laura Ordoñe with Common Sense Media, who analyzes these trends, pointed out that Latinos are the fastest-growing population in the U.S. and that Latinas are harnessing TikTok as a unique form of marketing.