The U.S. ethnic cosmetics market has had its share of fits and starts, but the engines are revving up again. In the last two years, P&G has aggressively entered with the Iman Cosmetics brand and CoverGirl Queen Collection. At the same time, L'Oreal unveiled H.I.P. Meanwhile, longstanding niche companies such as Black Opal, Black Radiance and Posner show no signs of backing away. Has ethnic or multicultural marketing becoming so important that retailers and suppliers are now being forced to address it?

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