20 Best Latina- and Latinx-Owned Beauty Brands: Makeup, Skin, More

Miami’s beautiful beaches and stunning sunsets are the backdrops of this tropical-inspired makeup and skincare brand. Known for their colorful palettes featuring eyeshadow, contour, and highlighter, you’ll be able to get that Miami glow in no time with Mia del Mar. Check out the eyeshadow palette for a mix of everyday mattes and glistening shimmers.

Shark Tank fans may recognize Afro-Latina and Dominican-American sister duo, Mabel and Shaira Frias, who together founded makeup brand Luna Magic in 2019. They took inspiration from their vibrant Caribbean culture to start a line of bold eyeshadows, lipsticks, highlighters, and more–all of which catered to all Latinx, especially those with a darker complexion. Bonus: Their products have budget-friendly prices.

When Aisha Ceballos-Crump couldn’t find the right products for her kids’ unique hair textures she took to her grandmother’s love of honey and formulated a unique recipe. In 2016, she launched the honey-infused haircare and skincare line Honey Baby Naturals, which offers shampoo, conditioner, body butter, and more. The styling gel helps give hair a frizz-free flexible hold, while the honey and moringa multipurpose oil can be used on hair and skin to hydrate.

Experience a blast from the past with this retro cosmetics line founded by Gabriela Hernandez. Find your perfect shade of red with over eight lipstick options of the hue or check out their highly-pigmented rougues, or blushes, that come in throwback tubes. And if you want to see how vintage Besame’s packaging is try out the Black Cake Mascara, which also works as eyeliner or an eyebrow fill (and is constantly out of stock!). Inspired by the 1920s, the mascara looks like a bar of soap and is water-activated—just use the brush to apply to lashes.

In 2012, brand founders Lora Arellano and Dana Bomar started Melt Cosmetics to bring bold, highly pigmented, ultra-matte lipsticks to market. They’ve now expanded into blushes (like the creamy one pictured here), lip liners, and their newest, a liquid highlighter. Beyond formulating quality makeup, Arellano and Bomar also want to encourage their customers to not be afraid to follow their dreams just like they did.

TV and radio personality Shan Berries founded the San Francisco-based brand Shades By Shan in 2018. The line offers eyeshadows in neutral tones, matte loose setting powders, lip sets, and brushes for your toolkit. Being raised by her Ecuadorian single mother inspired Shan to also start the non-profit, The Mamaberries. Proceeds from her makeup line go to this foundation to help support single parents in need.

For skincare that’s effective yet affordable, turn to Latinx-owned Overt. This line caters to those with skin concerns such as dryness and dullness. Their potent but gentle serums deliver natural good-for-you ingredients. The Hydrator, for example, is packed with hyaluronic acid, aloe vera, and vitamin E to help bring back moisture to dehydrated skin. And you can make an impact when you shop—10% of their profits goes to fight human exploitation via the Anti-Slavery International organization.

Consider Shocks of Love a fusion of aromatherapy and skincare. These hand-blended scents are the brainchild of aromatherapist and perfumer, Juan Felipe. The Dreamlover spray, for example, acts as a relaxing ritual loaded with lavender and chamomile, while carrot seed and cucumber nourish the skin. Spritz it overhead or on your face for a moment of Zen. Fragrances are unisex and non-toxic, and giving back is in the brand’s DNA—5% of profits go to Activation Residency, an organization that supports Black, Brown, trans, and queer artists.

Can’t get enough lipstick? This is the brand for you. No matter what color you gravitate towards, Belle en Argent will have the shade you’re looking for. Get the perfect pout with lipsticks that come in a creme or matte finish, lip glosses that double as blush, and lip pencils that help you stay within the lines. In the formulas, you’ll find decadent oils like jojoba, castor, and argan so your lips never look parched.

When she’s not singing on stage (or in the Shower) you can now catch Becky G playing with eyeshadows and lip liners from her makeup brand, Treslúce Beauty. Rooted and inspired by Latinx culture, the brand’s first collection aims to celebrate the singer’s Mexican heritage. Notably, her eyeshadow palette features mattes and shimmers infused with blue agave that’s sustainably sourced from Jalisco, leaving eyes with a buttery soft finish. 

Influencer Julie Sariñana (a.k.a. Sincerely Jules) believes nail care should not only be fun but should be healthy, too. Enter Color Dept., her line of vegan nail polish that’s free of potentially harmful chemicals and instead made from fruits and veggies (because wearing your recommended serving may be cooler than eating them). And the bright colors will give your nails the best pop of color for about six days of wear. Look out for Strawberry Jam, a baby pink that’s everything that’s right with the world.  

One of the first things you’ll notice about telenovela actress Ana Brenda Contreras is her shiny hair. She is the co-founder of Eva + Avo, a line of haircare featuring avocado as its star ingredient. You can find shampoo and conditioner as well as treatments like the Nutritive Hair Mask and Shine Avocado Oil that promise to deeply condition and restore your hair for instant silky strands.