This is my senior honors communications thesis. The primary objective of this study is to examine the role intersectional identities play in how Gen Z Latinas evaluate Latina beauty and fashion representation on TikTok. Existing research has repeatedly found that Latinas tend to be underrepresented (Duan, 2017; Foster & Pettinicchio, 2022; Kuipers et al., 2014; Mitchell et al., 2022; Yan & Bissell, 2014). Thus, 16 in-depth in-person interviews were conducted with Latinas, between the ages of 18-25, where they reacted to TikToks that featured Latinas but were either created by users or brands. Kimberlé Crenshaw’s (2006) theory of intersectionality was applied by dividing interview questions into specific aspects of the Latina participants’ identity including race and ethnicity, gender and sexuality, and socioeconomic status. Additionally, participants compared the brand and user generated TikToks and rated the reliability of each. The results revealed that different aspects of the participants’ identity played a role in how they see themselves and other Latinas represented in the TikToks. Race and ethnicity featured prominently as interviewees struggled between Latino solidarity and diversity. In terms of gender and sexuality, they also found themselves struggling between their heteronormative upbringing and hypersexualized stereotypical depictions of Latinas. They preferred the user generated over the brand TikToks because users have no ulterior motives, could connect with their experiences, and more accurately represent the Latina identity. These results expand on previous research on Latina representation which looked at Latinas as monolith by demonstrating that Latinas categorize themselves in a multitude of ways on an individual basis.