There's been a wave of international influence on the American beauty market in the last few years. From K-beauty skin care to French-girl makeup, brands from all over the world have been appearing in our favorite U.S. stores, consuming our Instagram feeds, and inspiring new beauty trends. And as unique beauty communities get more attention in the beauty aisle, we're seeing an uptick in brands owned by Latinx men and women.
The Latinx community prides itself in having a strong connection to la belleza. And it has given birth to some of the most talented makeup and hair artists and created some of the best beauty hacks. But before now, the Latinx consumer hasn't been fully represented in the beauty space — whether it be in foundation shades or curly hair products — which is why some entrepreneurs took it upon themselves to create new brands that speak directly to their specific needs and culture.
Now, the Latinx consumer is finally getting some much-needed time in the spotlight. From curly hair products to fragrances inspired by Mexico, these are the Latinx-owned beauty brands you should support right now.
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Years after dreaming up a natural hair line, vlogger Ada Rojas made her dreams a reality. With a name inspired by botánicas, the apothecaries in Latinx communities, Botánika features an array of products, from a defining curl cream to a protein treatment, all under $12.
Botanika Beauty The Revitalizer, $11.99, available at Botanika Beauty
Indie brand Melt Cosmetics might be new to the Sephora roster this year, but they've been making noise in the industry for quite some time. Back in 2012, cofounders Lora Arellano-Tovar and Dana Bomar, who met while working the beauty counters at Nordstrom, set out to create products that they felt were missing from the makeup aisles. They went on to build just that, with sell-out eyeshadows and blush-highlighter hybrids.
Melt Cosmetics Impulsive Pressed Pigment Palette, $65, available at Sephora
Luna Magic Beauty
Founded by two Dominican-American sisters, Luna Magic celebrates Latin culture with vibrant colors and Spanish-language shade names. The brand's first collection — which is fittingly called Uno (meaning "first" in Spanish) — includes false eyelashes, a highly-pigmented eyeshadow palette, and bold liquid lipsticks.
Luna Magic Beauty Uno Matte Liquid Lipstick – Gostosa, $12, available at Luna Magic Beauty
Shaina B. Cosmetics
Inspired by her hometown of Miami and its multicultural energy, Shaina created a cosmetics line with vibrant colors, as seen in the pigments and packaging. She also used her experience in doing her own makeup to create pro tools such as brushes and application sponges that she felt was missing from the market.
Shaina B. Cosmetics Miami Palette – Blush and Highlight, $29, available at Shaina B Cosmetics
Cuban-born makeup artist Gabriela Trujillo wants her followers to remember that "there's beauty and inspiration in your very own roots." And Trujillo's roots are front and center in the tropical influence (vibrant colors, palm leaves…) and Spanish product names. She even named her company, Alamar, after the Cuban neighborhood where she grew up. Her newest collection, DesNUDEas, features four nude lip glosses and two nude liners that promise to work for every skin tone.
Alamar Cosmetics DesNUDEas Lip Gloss – Dulce, $15, available at Alamar Cosmetics
Belle en Argent
Christina Kelmon had two priorities when creating her makeup line: luxury and safe ingredients. That's exactly what the Latina entrepreneur delivered with her beauty brand Belle en Argent, which pairs clean and cruelty-free products with art-meets-deco packaging. She didn't stop there; a portion of the brand's sales goes to The BEAMuse Project, a program "committed to the advancement of women who write, photograph, film, act, direct, and produce."
Belle en Argent Doing It All Auteur Matte Lip Color, $32, available at Belle en Argent
Reina Rebelde is a makeup line inspired by the telenovelas Regina Merson watched growing up in Mexico. Everything about the line touches back to her culture, from the rose-covered packaging to the vibrant colors and the product names. The brand's lip colors, eyeshadow palettes, and eyeliners are currently sold at Target. If you are having trouble deciding what product to pick, go with the eyeliner shade Bonita Bandera (a cobalt blue) — proceeds from every sale go to UNIDOS, Disaster Relief & Recovery Program to Support Puerto Rico.
Reina Rebelde Rebel Eye Definer Liquid, $13.99, available at Target
Mia Del Mar
Mia Del Mar is a brand that aims to change the "lack of authentic representation for Latinas in the American beauty mainstream," according to the brand website. The brand has cultivated an active community on Instagram with empowering, fun, and culturally relevant content. Diana Briceno started the company with just one product, a night cream, and has now expanded into more skin care and makeup.
Mia Del Mar 'Flamingoals' Blush Palette , $35, available at Amazon
Bianca de la Garza Beauty
Former talk show host Bianca de la Garza knows a lot about makeup and skin care (thanks to hours sitting in a makeup chair before going on air). That knowledge inspired her to start her own beauty brand called Bianca de la Garza Beauty. She began with an illuminating serum and recently expanded her line with an eye cream, neck cream, and lip care product.
BDG Beauty In Glo We Trust Illuminating Serum, $58, available at BDG Beauty
Makeup brand Araceli Beauty was the brainchild of licensed cosmetologist Araceli Ledesma, who wanted to bring her Hispanic heritage to the beauty market at an affordable price. Ledsema launched her company on Mexican Independence Day (September 16) with an array of products in colorful packaging. The collection includes everything from an eye palette, brushes, and false eyelashes.
Araceli Beauty Jalisco Eyes Palette, $28, available at Araceli Beauty
As beauty lovers, Joanna Rosario and Leslie Valdivia never felt like they saw themselves in the products they were purchasing, and so they came together to create Vive Cosmetics, a brand that's centered around "Beauty con cultura " (Beauty with culture).
"I have never felt truly represented by any brand out there. This brand is made by Latina women for our Latinx community," says Rosario on the brand website. Where the Latina influence shines is in the product names, like this highlighter duo with shades Reina and Diosa.
Vive Cosmetics Luz & Glow Highlighter Duo, $21, available at Vive Cosmetics
Orlando Pita Play
Cuban celebrity hairstylist Orlando Pita, who has been in the industry for decades, has always been passionate about diversity and natural textures. That's why it only made sense for him to create an inclusive line when bringing a hair collection to life. His award-winning product line — that has everything from conditioning masks, leave-in concentrates, and tinted dry shampoos — was made with many different hair types in mind.
Orlando Pita Argan Oil Glossing Shampoo, $34, available at Orlando Pita Play
After learning to embrace her curls, Julissa Prado set out to find hair products that were inclusive of all hair textures, from transitioning to coils. When she couldn't find what she was looking for, she set her mind to creating her own brand. That's how Rizos Curls was born. The line — which is now sold at Walmart — has detangling sprays, defining creams, shampoo, and conditioners. On top of all that, she's created a community for curly girls on Instagram with over 100k followers.
Rizos Curls Curls Refresh & Detangle Spray, $16.95, available at Walmart
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