These 10 Latinx-owned beauty brands will elevate your routine
Sadly, it’s no surprise that the beauty industry in the U.S. doesn’t adequately reflect the U.S. Hispanic population or the Latinx community’s rich cultural impact. This underrepresentation is harmful and exclusive, upholding power structures that favor white individuals. In fact, a study conducted by the AARP found that 69% of older Latinx people feel like the beauty industry treats them as if they are an afterthought, and 60% said they feel invisible in beauty advertisements. While there are plenty of Latinx-owned brands in the beauty space, many consumers don’t know about these smaller companies because they often get eclipsed by more prominent brands. That’s why you should spread the word about and support these 10 Latinx-owned beauty brands that will help elevate your routine:
Ceremonia, which means ceremony in Spanish, draws inspiration from the Latinx traditions and rituals founder and CEO Babba Rivera grew up with. The line’s feature product is Aceite de Moska, a scalp oil based on a tried and true treatment originating in the Dominican Republic that conditions the scalp.
2. Rare Beauty
Selena Gomez launched Rare Beauty in 2020 with the mission of women embracing their individual selves. The brand has everything from lipsticks and lipglosses to eyeshadows to foundations and concealers with shades that flatter every skin tone.
3. Bésame Cosmetics
Cosmetics historian Gabriela Hernandez, who immigrated to the US from Argentina when she was 12 years old, founded Bésame Cosmetics in 2004 as an ode to her glamorous grandmother. The brand features highly pigmented lipsticks, eyeliners, rouges, and old-school packaging.
4. Reina Rebelde
Born in Mexico, founder Regina Person wanted to showcase her pride in her cultural identity through her cosmetics line Reina Rebelde. The line features vivid eyeshadow and lip colors and unique tattoo pinup artwork.
5. Luna Magic
Afro-Latina Dominican sisters Mabel and Shaida Frías founded Luna Magic, which contains vibrant eyeshadow, lipstick, eyeliner, and mascara colors inspired by Latin American and Caribbean music and culture. Check out their many highly pigmented eyeshadow palettes.
6. Golden Dreamers
7. Tata Harper
A Colombian native, Tata Harper, remembers practicing beauty rituals at her grandmother’s house. This sparked Tata’s passion for self-care and, in turn, skincare. In 2010, she launched her own natural skincare line that focuses on rejuvenating the skin using raw ingredients.
8. Bomba Curls
CEO Lulu Cordero aims to empower women and celebrate their beauty and culture. That’s why she founded Bomba Curls, which sells Dominican Forbidden Oil (and other hair care products), a lightweight hair oil that reduces frizz based on Dominican beauty secrets.
9. Shocks of Love
A fusion of aromatherapy and skincare, Juan Felipe created the Shocks of Love fragrance line that is non-toxic and unisex. Each fragrance contains skin-nourishing ingredients like carrot seed and cucumber. A percentage of sales supports Black, Brown, Indigenous, Trans, and Queer artists.
10. Color Dept
Influencer Julie Sariñana believes that nail care should be both fun and healthy. That inspired her to found Color Dept, a vegan nail polish line free of harmful chemicals. Instead, the bright colors are made from fruits and veggies.
1. “13 Latinx-Owned Beauty Brands to Shop Now and Always," Vogue, October 1, 2021.
2. “20 Latinx Owned Makeup and Beauty Brands for Feeling Your Most Beautiful,” Women’s Health, July 20, 2021.