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There’s something for everyone in the beauty space. From contour kits to hydrating lipsticks, most of the beauty launches we come across already have an allocated space at our favorite retail stores or a large following online. But what if we could learn about more companies that are flying under the radar?
There are plenty of Latinx-owned brands in the beauty space, but many consumers don’t know about these makeup, skincare, and haircare companies because they can easily get lost in the shuffle of bigger names. “The Latinx community is still very small. It’s crucial we support these brands that are using their own money and resources to get in the game of beauty and personal care,” says Stephanie Flor, a New York City-based makeup artist and founder of Around the World Beauty who has an Ecuadorian and Costa Rican background. When Flor is working with non-Latinx clients, she also makes it her mission to share ingredients that are inspired by Latinx culture. “It’s important for me as a makeup artist to be the voice of many Latinx brands when they’re not in the room with my clients.”
Starting a beauty brand is a great feat and a dream come true for many Latinx founders, for whom beauty rituals have been passed down through generations. It’s these cultural rituals that oftentimes guide their brand ethos. “From ancestor recipes to formulas; these colorful dreams truly come with many goods to share,” says Estefani German, a cosmetologist and founder of Earth’s Shell. “To discover is not only to support another Latinx dream but also to help carry on the traditions that started it all; this way we share our culture with many more generations to come.”
Part of what makes beauty so fun and fascinating is that sense of discovery. Learning and getting excited about a new brand can then turn you into a loyal fan, and all it takes is an Instagram follow, a recommendation to a friend, or a curated list to help the company grow. “It’s important to advocate for one another to get in the door—to see each other and lift one another,” says Flor. Ahead, get to know the best Latinx-owned beauty brands, spread the word, and definitely add to your cart.
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