In the spirit of celebrating Latinx beauty and shifting power in the industry, here are 15 Latinx-founded brands you can support now and always.
Ceremony, which results in ceremony in Spanish, is inspired by the Latino traditions and rituals that Babba Rivera grew up with. The first product in the line was Aceite by Moska, a scalp oil inspired by a proven treatment from the Dominican Republic that restores and revitalizes the scalp for softer, stronger and thicker hair.
Mexican-American pop superstar Becky G launched her makeup line Treslúce Beauty last summer. Since then, the brand, which is an ode to its Latinx heritage, has been widely embraced for its bright neon pigments, faux floaties and beautifully illustrated packaging in collaboration with Mexico City-based artist Monica Loya. “Treslúce not only celebrates my Mexican-American roots, but also Latinx heritage and beauty needs in general,” says Becky. “We come from a variety of nationalities, cultures and ethnicities, and I kept that in mind when developing the line.”
Founded by former Sephora chief merchandiser Margarita Arriagada, lipstick-focused own label Valdé Beauty is her ode to her late Peruvian mother and her penchant for a bold swipe of crimson on the lips. “It was like glamorous armor,” says Arriagada. Designed to last a lifetime, Valdé’s rechargeable lip set features an art object-like metal case with intricate feathered wing detailing and a built-in magnifying mirror for touch-ups.
Better not younger
After 25 years working on haircare brands for Procter & Gamble and L’Oréal, Venezuelan entrepreneur Sonsoles Gonzalez decided to strike out on her own and launch Better Not Younger, a haircare line that caters to for women over 40. Always looking for ways to support the Latinx community, over 50% of Gonzalez’s team is Hispanic.
For Tata Harper, it was her days spent at her grandmother’s house performing beauty rituals in her native Barranquilla, Colombia that sparked her passion for self-care and, therefore, skincare. Since launching her eponymous natural brand in 2010, Harper’s luxurious and carefully crafted products, from replenishing cleanser to resurfacing mask, have become instant cult classics.
Inspired by her own curl journey, Los Angeles-raised Mexican-American Julissa Prado, Founder and CEO of Rizos Curls, set out to formulate a line of clean hair products that cater to every texture on the curl spectrum, with a host of ultra-nourishing, nutrient-dense ingredients like restorative aloe vera and fortifying moringa oil.
Brazilian-born Francisco Costa, the former creative director of Calvin Klein for women, Costa Brazil is as sleek and consciously designed as you’d expect. First, the brand’s oils became instant cult favourites, and now its debut fragrance, Aroma, which blends earthy, woody notes with tropical florals to mimic the Amazon rainforest at dawn, has attracted an obsession. equal.
Returning to the days of Old Hollywood but with more innovative formulas, Bésame Cosmetics was founded in 2004 by cosmetics historian Gabriela Hernandez, who immigrated to the United States from Argentina at the age of 12. The line, an ode to her glamorous grandmother, has become a modern vintage mainstay with its highly pigmented lipsticks, rouge and gorgeous old-school packaging.
Founder of clean beauty brand Joaquina Botánica, Giovanna Campagna draws inspiration from her Colombian heritage and the skincare-loving women in her life. For one, she named her line after her great-great-grandmother’s apothecary in Cali. And from its first Hydrating Glow Oil to the new Papaya + Enzymes Whipped Cleanser, each product features Latin American superfruit ingredients and is created with guidance from loved ones.
Created by Afro-Dominican beauty advocate Lulu Cordero, Bomba Curls is a hair care line that caters to all the curls in her community, keeping the curls healthy, bouncy and growing. The dynamic range includes the cult favorite Forbidden Oil, made from pure coffee and castor oil, and a deep conditioning hair mask, filled with raw cinnamon, pistachios and cupuacu butter.
While Ere Perez’s eponymous makeup and skincare brand was born on Sydney’s Bondi Beach, she was greatly inspired by her childhood in her native Mexico, where her grandfather was a healer and her mother still cooked. natural products at home. remedies. From Perez’s Beet Cheek and Lip Tint to multi-purpose Papaya Marmalade Soothing Balm, her offerings provide the ultimate glow.
Mexican-born founder Regina Merson’s fervor for all things makeup began when a young girl devoured a telenovela Rosa Salvaje and watch her mom get ready for girls’ night out. Born out of this passion and her pride in her cultural identity as a Latina, her Reina Rebelde makeup line quickly became a tried-and-true favorite for its bold color offerings and packaging, which reinvents the pin-up artistry of traditional American tattoo through its Latinx roots.
In partnership with her son, artist David Foote, Marianella Febres-Cordero launched the beauty brand Marianella, known for her beautiful Venezuelan-inspired face and body treatments and roll-on fragrances, and inspired by her experience in growing in the manufacture of soaps and beauty products. grandma’s kitchen.
The secrets to influencer Camila Coelho’s luscious shine and lush lengths have been bottled in her line, Elaluz. The entrepreneur’s offerings, like his amber beauty oil made with cacay oil and his omega-3 fatty acid-rich, Brazilian nut-rich dry-texture finishing spray, harness clean, high-performance ingredients from his native Brazil. .
As a Mexican-American, Selena Gomez has woven her Latin roots into much of her creative expression, from her music to her beauty line, Rare Beauty, which champions inclusivity and encourages self-love. with her inspirational messages and her gorgeous skin, cheeks and lips. eye offerings. ICYMI: Rare Beauty’s liquid blush is now part of TikTok legend.